100,000 Hilton HHonors Points for Diamond Members (Targeted)

Feb 10, 2015

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Update: Some offers mentioned below are no longer available – Citi HHonors Hilton Reserve Card

Today TPG Senior Points & Miles Correspondent Nick Ewen shares an amazing bonus targeted at Hilton HHonors elite members.

Hilton HHonors recently announced that it would be taking a new approach to promotions by offering only two per year (instead of one each quarter) and implementing more targeted offers based on “your level of activity within the HHonors program.” This new model appears to be rolling out already, and if you’re a Gold or Diamond member, listen up! You may wind up walking away with 100,000 Hilton HHonors points with no strings attached.

Do you have a 100,000-point payday coming your way courtesy of Hilton HHonors? Read on to find out!

The new promotion was first shared on FlyerTalk last week, and it almost sounds too good to be true. As a thank you for requalifying for Diamond status, certain members are being given a one-time bonus of 100,000 points. Others (including some Gold members) are receiving fast track offers to qualify for elite status along with point bonuses. Details were sent to some members via e-mail, but even if you didn’t receive direct communication, you may still be eligible.

Here’s how to check your account’s eligibility:

  1. Go to this page
  2. Enter your login information and click “Sign In”
  3. Hope for a 100,000-point payday!

I was one of the lucky ones; after entering my Hilton HHonors username and password, the following glorious screen appeared:

Hilton HHonors 100k points

The bonus points were added to my account within a few minutes of registration, despite the disclaimer that it may take eight weeks to receive them.

To make this even sweeter, some Diamond members are receiving not only the 100,000-point bonus, but also a targeted promotion for the next few months with double points during the week and triple points on weekends through April 30, 2015. Talk about a double score!

Unfortunately, it seems like many Gold and Diamond members are not included in this promotion, as they have reported registration errors. A good friend of mine (who has Gold status through the Citi Hilton Reserve card) tried the link and got the following message:

Hilton 100k error message

However, it can’t hurt to try. 100,000 Hilton HHonors points is worth $500 (based on TPG’s most recent valuations), and are enough for a free night in a top-tier Category 10 hotel like the Conrad Maldives. Not a bad return for a few minutes of work!

Even if you don’t hit it big, there are many other offers being reported:

  1. Double elite status stay credit through April 30, 2015.
  2. Fast track to Diamond status (plus 100,000 points) by completing 4-6 stays or 10-14 nights by April 30, 2015.
  3. Complete 3 stays by April 30, 2015 and earn 50,000 points; complete a fourth stay by the same date and earn another 50,000 points.
Targeted promotions can be great in theory, but what if they miss the mark? Image courtesy of Shutterstock
Targeted promotions are great in theory, but what if they miss the mark? Image courtesy of Shutterstock.

My thoughts

Right off the bat, my feelings towards this promotion are 100% skewed by the fact that I was targeted for it. In the past, I was a Hilton HHonors guy through-and-through, regularly staying 100+ nights every year. Over the last couple of years (and especially after the program’s massive devaluation in 2013), I’ve pursued elite status with other chains, and for the most part, have been quite happy.

However, I do echo a lot of the sentiments shared by non-targeted members, as there doesn’t appear to be any rhyme or reason to this promotion. Initially, it seemed like it was specifically aimed at those who barely requalified for status (I definitely fit into this category), but the experiences of others shared on FlyerTalk have dispelled that notion. Some theorized that the bonus is intended for those with low account balances, but at least one member with over 1 million HHonors points was targeted.

I understand the rationale for targeted promotions. These programs want to drive incremental business, and if this type of bonus incentivizes someone to stay at a Hilton property over another chain, that helps the bottom line. A global promotion offered to all members doesn’t do this, since it rewards everyone for every stay, even if the stay(s) would happen without the promo.

I got enough points for a night at the Conrad Maldives; why weren't all Diamond members given a similar offer?
I got enough points for a night at the Conrad Maldives; why weren’t all Diamond members given a similar offer?

That being said, in this day and age of social media and travel blogs, these types of promotions are bound to be shared far and wide, and when you aren’t targeted as a loyal member, it can feel like a slap in the face. It’s one thing to gain access to a double or triple points promotion. However, a gift of 100,000 points for requalifying for Diamond status is a completely different story. We may never know the criteria Hilton HHonors used to determine which Diamond members were “worthy” of this bonus. All we know is that many members are happy and many more are upset, and that can’t be good for business.

What are your thoughts on this promotion, and did you receive one of the aforementioned offers?

Editorial Disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airlines or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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