This change affects high-end properties like Waldorf Astoria Maldives Ithaafushi, where we now see 200,000-point nights when standard award nights are available. These nights used to cost 150,000 points per night, representing a more than 30% increase in award pricing at Hilton's most sought-after properties.
This isn't the only property that has gotten more expensive. Other high-end properties, including Mexico's Waldorf Astoria Los Cabos Pedregal, which rose from 140,000 points per night to 190,000 points per night, have also jumped up in price.
Meanwhile, standard room rewards at the South Bank in Turks and Caicos have risen from 130,000 points per night to 180,000 points per night, according to DansDeals.
"Similar to how our hotels adjust their room rates based on supply and demand, we routinely monitor and occasionally adjust Hilton Honors reward pricing to more closely correlate to market demand. The Hilton Honors program continues to offer incredible value, flexibility and choice to our most loyal guests," a Hilton spokesperson told TPG by email.
We're also seeing Hilton add more dynamic pricing to standard room rewards. For example, at Zemi Beach House in Anguilla, standard room rates range between 110,000 and 130,000 points per night on some dates. This range signals that Hilton could be moving toward a more dynamic pricing model for standard rewards — previously, this variance was largely reserved for premium room rewards.
We're seeing the same at Oceana Santa Monica, where standard room rates now range between 105,000 and 110,000 points per night.
On the bright side, Hilton still offers ways to get more value from your points. For example, the fifth-night-free benefit provided to Hilton elite members has remained in place, meaning you effectively get one-fifth of your five-night stays for free. You can earn Hilton elite status easily with Hilton's suite of cobranded credit cards, each offering some level of elite status.
Likewise, the free night certificates that come with select Hilton American Express cards remain uncapped, meaning you can still use them for standard night rewards at many of these properties.
Bottom line
These changes should serve as a reminder that rather than sit on your points for years, you should "earn and burn" them — after all, just like currency, award prices usually only inflate over time. Chances are, your points will never be more valuable than they are right now.
