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Hilton Honors has quietly devalued a wide range of properties by incrementally increasing award pricing. Like with all changes to programs with dynamic pricing, this was done quietly without any warning whatsoever. The changes were discovered by travelers who noticed higher pricing at aspirational properties and have voiced their concerns about it on FlyerTalk.
Here's what we know about this devaluation and a quick look at the now-higher rates we're seeing.
Hilton Devaluation: What We Know So Far
Since Hilton has not announced anything, almost all we know about the devaluation is anecdotal and based on members' reports. Thanks for the transparency, Hilton!
This pricing jump only affects “standard room reward” pricing. Although Hilton generally uses dynamic award pricing, each property seems to have an unpublished award pricing cap. That cap is what was increased for many Hilton properties.
Here is what we know so far:
- Not all properties are facing price hikes.
- Initially, it was reported that the devaluation was mainly aimed at luxury properties.
- Recent reporting shows that the contagion has spread to mid-scale and higher-tier properties.
- Lots of awards seem to have gone up by between 5,000 and 10,000 points per night. Although some bigger jumps have been observed.
- The new pricing is not on all nights; you can still find some nights at the older price point. At a glance, it looks like Hilton may be shifting to an unofficial peak/off-peak pricing that varies by night.
- There is also some anecdotal evidence that this may be a true move to dynamic pricing, where awards for the same night seem to relate to the cash price of those rooms.
Related: Your Comprehensive Guide To The Hilton Honors Program
Which properties were impacted?
Hilton's devaluation targeted many properties on our list of the “Best Hilton Redemptions for Luxury Stays.” These were the properties where redeeming points was usually a more attractive proposition than booking a stay with cash.
To illustrate how punitive this devaluation was, let's look at the Conrad Bora Bora Nui, which was a staple on the best redemptions list. For quite a while, it was possible to snag standard room rewards for an average of 80,000 Hilton points per night. Now, that rate hovers around 120,000 points.
The Waldorf Astoria Los Cabos Pedregal was another. Remember when you could book a night here for 120,000 points and save thousands on the nightly cost of a room? You can still save a bundle by using points, but you'll need around 140,000 of them to reserve a free night on many nights.
These jumps were more pronounced than lots of other properties, but the bottom line is that a lot of mid- to higher-tier properties now require more points for a standard room. And this is a frustrating development if you've been earning Hilton points to redeem at one of these impacted properties.
Our Take
If you look up “devaluation” in a traveler's dictionary, you will find two names: Delta and Hilton. While this latest development from Hilton is not welcome, it comes as no surprise from a program that has consistently devalued its points and become less transparent with its members.
Plus, it’s disappointing that Hilton didn’t provide a heads-up, especially since many people were likely planning their 2025 travel with a points budget based on the older pricing. Thus, if you’re considering booking some Hilton stays with points, it’s probably a good idea to book sooner rather than later — just in case.
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