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Hilton rebrands loyalty programme
16 Mar 2011

Hilton Worldwide has revealed it is rebranding its loyalty programme to alter how consumers view its rewards.

The luxury hotel firm's HHonours scheme is changing in a bid to improve the way in which customers use their points, Marketing Magazine reports.

Now, people staying in establishments operated by one the firm's ten global hotel brands will be able to obtain "unforgettable experiences" if they are loyal to the company.

Furthermore, it aims to create a new global identity for Hilton and the campaign will be run in the US, the UK, Turkey, China and Italy.

Senior vice-president of global consumer marketing at Hilton Worldwide Jeff Diskin said: "Our goal is to shift the conversation from earning points to creating memories, from being just about functionality to the human, more emotional and experiential side of travel."

He added that the brand - which was established when Conrad Hilton purchased his first hotel in Texas in 1919 - wishes to change the way in which people view loyalty programmes.