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This is what I'd like to see from a Hilton Diamond+ elite tier
Kyle Olsen is the former points and miles reporter at TPG. He specializes in maximizing points and miles, elite status and credit cards so readers travel more comfortably and at a lower cost.
September 16, 2022 • 7 min read
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Quick summary
Hilton Honors Diamond status, while top-tier on paper, often falls short in delivering consistent elite benefits such as suite upgrades, breakfast credits and late checkouts.
The article argues that Diamond status is too easily attained, leading to overcrowding among elites and making it difficult for hotels to differentiate and reward true loyalists.
Key shortcomings include lack of guaranteed suite upgrades, insufficient breakfast credits, unreliable late checkout and limited personalized support compared to competitors.
The author proposes a new Diamond+ tier with enhanced benefits like confirmed suite upgrades, proper breakfast, guaranteed late checkout, dedicated support and partner perks.
What to consider
Some benefits, such as suite upgrades and breakfast credits, are inconsistently honored across Hilton properties, especially in the U.S.
Current Diamond status does not guarantee late checkout or advanced suite upgrades, unlike comparable status levels at other major hotel chains.
Partner benefits and waived fees for top elites are less comprehensive than those offered by competitors.
What you'll miss from the article
A detailed comparison of elite hotel status tiers and specific recommendations for how Hilton could improve its top-tier elite program.
Generated by AI with support from our editorial team.
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The Hilton Honors American Express Aspire Card comes with the program's top-tier Diamond status. On paper, Diamond status offers suite upgrades, a food and beverage credit to cover the cost of breakfast (or free breakfast, outside the U.S.) for two daily and a 4 p.m. late check out.
The information for the Hilton Aspire card has been collected independently by The Points Guy. The card details on this page have not been reviewed or provided by the card issuer.
When I opened the card two years ago, little did I know I would seldom receive any of these benefits. This is largely due to inconsistency among Hilton properties and the sheer mass of Hilton Diamond members around the globe.
Here's why Hilton needs a Diamond+ tier, and this is what it should include.
As a Hilton Diamond, you're one of many
KYLE OLSEN/THE POINTS GUY
Let's face it — for a top-tier status level, Diamond status is too easy to earn.
When you check into a Hilton hotel in the U.S., you're bound to find yourself in a lobby full of other Diamond members. And with so many Diamond members, hotels can't differentiate you from everyone else, even if you earned status outright.
This, in itself, is the single biggest reason why Hilton needs a Diamond+ tier in my book.
While I've enjoyed Hilton's massive footprint, suite upgrades are far and few between.
As my colleague pointed out, Diamond elites “may” receive suite upgrades, but they’re currently not guaranteed, even if available. About a year ago, Hilton started offering upgrades 72 hours out, but in my experience, Hilton properties just haven't been offering their creme de la creme suites to Hilton elites.
Further, once you complete check in on the Hilton Honors app, you're almost always given a specific room number, which is seldom an upgraded room. Despite the app assuring you that an upgrade has been requested, once you have a specific room number, it's often the final nail in the coffin for another un-upgraded stay.
A Diamond+ tier should provide waitlisted upgrades to the best available room — then follow through with said upgrades.
Additionally, I'd like to see Diamond+ provide at least five annual nightly suite upgrade certificates that could be used to confirm a suite upgrade at the time of booking. That would bring the program more in line with top-tier Marriott Bonvoy and World of Hyatt status, both of which offer a path to advanced confirmed suite upgrade certificates.
At the end of 2021, Hilton replaced the daily elite continental breakfast with a food and beverage credit at properties in the U.S.
However, this credit seldom covers a hotel breakfast. My colleague, Ryan Smith, recently stayed at a Hilton Garden Inn property with his wife in Southern California. With his Diamond status, Ryan was offered a $20 food and beverage credit — $10 per person. Unfortunately, breakfast was $14.95 per person at this property.
While paying $4.95 per person for breakfast isn't the end of the world, it cheapens Diamond status and might make an elite member feel nickel-and-dimed.
This problem extends outside of the U.S., too. On a recent stay at the Conrad Punta de Mita in Mexico, I was offered a $17 daily breakfast credit even though the breakfast buffet cost was $34 per person, plus tax. This was despite Diamond status officially offering a full continental breakfast outside of the U.S.
A Diamond+ tier would provide a proper breakfast, no questions asked, at all Hilton properties globally.
As a Diamond member, I've been told "no" time after time when asking for a late checkout. And on the rare occasion when it's not a full "no," it's often "how about 1 p.m.?"
A Diamond+ tier should offer guaranteed 4 p.m. checkouts. Again, this would bring Hilton's top-tier status closer to Marriott Bonvoy and World of Hyatt.
This is an easy one. When you call the Diamond line, it's common to run into lengthy hold times before being transferred to an overseas call center.
Last month I tried to redeem two free night certificates from my Aspire card, which must be done over the phone. I was on hold for 25 minutes before being transferred to an agent who was completely unfamiliar with Hilton free night certificates. He insisted that I must have been mistaken and went as far as to suggest that I should just use my points, since I have enough.
After my request to speak with another agent was declined, I called back, waited on hold again and was connected with an agent who was able to help.
Top-tier Hyatt Globalist status entitles you to the My Hyatt Concierge, while top-tier Marriott Ambassador Elite status gives you a designated Ambassador line. In turn, a Diamond+ tier should have its own support line.
A Diamond+ tier should provide partner benefits, too — such as an elite status match on Delta Air Lines, one of the major U.S. carriers without a close hotel ally.
World of Hyatt is the leader in waiving fees for top-tier elite members, and it would be nice to see Hilton catch up.
While Hilton waives resort fees on award stays, it would be nice to see that benefit extended to stays booked with cash. Similarly, it would be nice to see a Diamond+ tier comp parking fees, which Hyatt Globalist status offers when redeeming points or free night awards.
When I applied for the Aspire card two years ago, I opened the card primarily for the Diamond status. Fast forward and now, due to the scarcity of late check-outs, skimpy food and beverage credits and near-nonexistent suite upgrades, I'm not feeling the love from Hilton Honors.
A Diamond+ status tier with more robust elite benefits would make road warriors like myself feel more appreciated for their spending at Hilton properties. This would likely have a positive outcome for Hilton too, as frequent travelers could move their stays to Hilton properties to earn Diamond+ if its benefits beat the competition.
Comments
By commenting, you agree to our Community Guidelines to help create a positive space for conversation. The responses below are not provided or commissioned by the bank advertiser, our partners, or The Points Guy (“TPG”). They have not been reviewed, approved, or otherwise endorsed by any of these parties. All responses are submitted by individual contributors, and neither the bank advertiser, our partners, nor TPG are responsible for ensuring that all posts and/or questions are answered.
