Hilton raised award rates at mid-tier hotels this year with no announcement, another in a run of quiet devaluations. Your points now buy less.
Hilton Changed The Price And Told No One
Hilton does not publish an award chart. It uses dynamic pricing, which means the points cost of a room floats with demand and the program can move the number whenever it likes without sending a single email. Earlier this year it did exactly that, raising standard award rates across a swath of mid-tier properties with no notice, a change first surfaced by members comparing notes on FlyerTalk and Reddit rather than announced by the company. There was no press release, no transition period, and no chance to lock in the old rate. You simply went to book a hotel you had been eyeing and the price had already climbed. For all of the Hyatt haters on its latest devaluation, at least they announced it was happening.
This is the part that bothers me more than the increase itself. A program that prints its prices owns those prices in public. A program that hides them behind an algorithm can devalue your balance on a Tuesday and never have to admit it happened. That is not a loophole in the system. For Hilton and many others like it, it is the system.
The Receipts
The increases were not at the top end which is why it was easy to miss. The named examples make the pattern clear. Zemi Beach House in Anguilla went from 120,000 to 130,000 points per night. The Arizona Biltmore, an LXR property, moved from 90,000 to 95,000. Conrad Orlando climbed to 105,000 from a base of 90,000, and Conrad Osaka rose from 90,000 to 95,000. South Bank, a Small Luxury Hotels property in Turks and Caicos, jumped from 180,000 all the way to 210,000. Members tracking the change reported hundreds of properties moving by anywhere from 5,000 to 30,000 points a night.
This follows a familiar script. The Waldorf Astoria Los Cabos Pedregal went from 120,000 to 140,000 in a no-notice change at the end of 2024, then climbed toward 250,000 points per night as the top tier was reset over the following year. By most members’ count Hilton has devalued in some form 4-5 separate times in roughly 18 months. Each move is small enough to shrug off in isolation. Stacked together, they add up to a balance that buys meaningfully less than it did a year and a half ago. Earning Hilton Honors points seems to be edging toward the riskiest of hotel loyalty programs.
Why This Keeps Happening
It keeps happening because nothing stops it. When a program ties award prices to cash rates and refuses to publish a chart, every revenue-management decision flows straight through to your points with no friction and no accountability. I have written before that miles and points are losing value faster than cash, and Hilton is the cleanest example of the mechanism. Cash inflation at least gets measured and reported. Points inflation happens silently, and the only people who notice are the ones who were about to redeem.
The takeaway is not that Hilton points are worthless but rather they are tangibly worth less especially in the middle section of the redemption list where they are less likely to draw a headline. They are easy to earn at scale via its American Express credit card lineup. The takeaway is that they are a currency you should think of as perishable, because the issuer has shown it will reprice your balance without warning and without apology.
The credit card is key to the story. Hilton added an additional tier above Diamond this year on par with Marriott’s Ambassador level because so many cardholders simply chose the most expensive version that comes with Diamond status. More cardholder, more points printed then requires higher redemptions to keep the system in check and ensure that hoteliers are offering sufficient award space to keep them engaged. Hotels are paid a fraction of their cash rate based on the point redemptions made at their properties.
How To Stay Ahead Of It
There is a genuine bright spot worth knowing. Hilton free night certificates, the ones that come with cards like the Aspire and Surpass, remain devaluation proof for now. As long as a property offers a standard room reward, a certificate books the award night regardless of the points price, which means a 110,000-point night costs you the same certificate as a 50,000-point night. That makes the high end the best use of those certificates, the exact opposite of how the program wants you thinking but the only reason to engage with those cards. Just like airlines used to advertise that a new credit card signup was sufficient for two roundtrip tickets to Hawaii (big incentive for the average flyer), hotel cards need a similar carrot to entice members. Beyond the certificates, the playbook is simple: earn and burn. Hold Hilton points for trips you can actually see on the calendar rather than as a savings account, because a savings account is not supposed to lose value while you sleep.
We still find value at a number of Hilton properties but we no longer let our points accumulate.
Conclusion
Hilton is betting that travelers will tolerate the changes (if they notice them at all), and its repeated devaluations as long as the points stay easy to rack up, and it is probably right about most members. The smart response is not outrage, it is behavior. Treat the balance as something to spend rather than store, lean on free night certificates at the properties where the points price has run up the most, and keep your eyes open the next time you go to book, because the number you saw last month may not be available. The cleanest way to beat a program that reprices in the dark is to not be holding a balance when the lights go out.
What do you think?
Why would they announce what is basically a price increase?
Hard to find any business that didn’t raise prices this year.
Sucks but a Non story.
So much for ‘price of eggs’ … turns out he “loves inflation” … great timing for the midterms. 142 days. (Kyle, are you sure you aren’t the reincarnation of Dave on here?)
Hi Kyle – have you ever had a nice response to anyone or anything? Every time I see you in someone’s comments it seems you’re advertising how miserable you are to be and to be around? I wish you luck in finding a more fulfilling life.
I have a great life with a wife, son and a successful business where I help others make money and their lives better.
My point stands, why would they announce a price increase? Hey, let’s put out a Press Release that we are screwing our most loyal customers some more.
Instead of personal attacks, why not address the comment?
Kyle,
Thanks for taking the time to respond. I hope your “wife” and children are aware heterosexual men don’t smile like that in photos? Unless you’re keeping secrets? Don’t worry we won’t tell.
As for the personal attacks, it’s because you’ve revealed a repugnant personality. Maybe if you commented less you’d be less of a subject to comment on?
Connor, Please Get some Help and stay away from Phones & Computers.
When airlines started devaluing some 15 years ago, I moved my loyalty to Hotel programs. In the past 7 years, I’ve moved almost exclusively to cash back credit cards. No games, no devaluations. I get 2% back on all purchases on one card, and another card with 5% categories. Stop giving these loyalty programs your loyalty.
Never saw it that way… Great point.
So long as those FNC stay eligible for any standard award room, I’m ok with keeping Aspire. The second they devalue that to limit it like Bonvoy Brilliant, I’m out, and I think a lot of others would be, too.
What 1990 said. Although there’s still some value in the 5th night free at some properties, the real value comes from bookending a FNC onto those stays as well. Or using the FNCs for a long weekend, although that’s challenging to time. If the FNCs go away, or limited at a ceiling value, I’m gone from the Hilton ecosystem.
*Laughs in Accor Live Limitless*
Shhh! The last thing we need is more bloody Americans in ALL.
“In a crisis, be aware of the danger, but recognize the opportunity.” – John F. Kennedy –
Never stockpile Hilton points long-term! Book upcoming travel as soon as you have the necessary balance to protect your purchasing power! Remember that no hotel chain, including Hilton, has the luxury of absolutely offending all its guests.
Set aside hotel-points for bookings in places with a percentage room-tax like the Netherlands or the NE states of the US.
When was this article written? Seems like you need to update a few things, like Hilton did their devaluations last year not this year. Also, Conrad Osaka tops out at 110k points now. That 95k point cap was a long time ago……
Thanks for posting this article. I’ve been a loyalty member since the 1980’s and have loved the Hilton brand for many, many years. With that said, all the devaluations have soured me on the program and I always look elsewhere before using my points at Hilton brands. Case in point, we had a last minute need for a room in small town Utah for a funeral. Hilton wanted 60,000 points for a standard room. I checked my Chase Ultimate Rewards and booked it for 17,000 and change. Granted, I didn’t earn any points but the difference in points was just ludicrous to me. I have been in the “save my points for a big trip camp” and have close to 1M but will now start using them up more diligently to avoid further devaluation.