This article at The Gate — which was posted yesterday, Thursday, May 21, 2021 — reported that an official announcement from Hilton has revealed that Hilton Honors members who have earned Diamond or Gold elite status will receive a daily credit for food and beverages for the remainder of 2021 at all luxury hotel and resort properties, full-service hotel and resort properties, lifestyle hotel and resort properties, and Hilton Garden Inn hotel properties in the United States…
Confirmed: Hilton Daily Food and Beverage Credit For Member and One Guest 2021 For Diamond and Gold Elite Members
…and I received this response earlier today via e-mail message from one of my official contacts at Hilton: “The Daily Food & Beverage Credit will apply to the member and one registered guest to the same room, at no additional cost, providing them the flexibility and choice to use the credit at breakfast or another meal period. In regards to the hypothetical example above, both guests (member and one guest) would receive a credit; anything exceeding the total credit value would need to be covered by them.”
Additionally — as this policy is set to become effective in early July through the end of 2021 — “Over the coming months, we plan to actively listen to and evaluate feedback from our Hilton Honors members in order to make a decision that best supports our loyal customers.”
The following announcement is verbatim from an e-mail message I received from one of my official contacts at Hilton:
As restrictions loosen and vaccination rates increase, once-grounded travelers are jumping at the chance to reconnect with loved ones and hit the road (or air) again. As Hilton welcomes guests back this summer, Hilton Honors is excited to launch a new Daily Food & Beverage Credit for Elite members. Please see information below.
- Showcasing its commitment to providing more flexibility, value and choice for its more than 115 million members, Hilton Honors is launching a Daily Food & Beverage Credit for Gold and Diamond members beginning in early July through the end of 2021, at all luxury, full-service, lifestyle, and Hilton Garden Inn properties in the U.S.
- These brand categories include Waldorf Astoria Hotels & Resorts, LXR Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Signia by Hilton, Hilton Hotels & Resorts, Curio Collection by Hilton, Tapestry Collection by Hilton, DoubleTree by Hilton and Motto by Hilton.
- Hilton Honors Gold and Diamond members can utilize the daily credit towards food or beverage purchases any time of day, replacing the existing Elite Status benefit of complimentary Continental Breakfast.
The Daily F&B Credit will range in value depending on the brand and location. - We’ll share additional details in the coming weeks, but wanted to provide a preview in the meantime should you be interested in sharing with your readers.
As part of a statement which was released from Christopher Nassetta — who is the current president and chief executive officer of Hilton — via e-mail message to members of the Hilton Honors frequent guest loyalty program was the following information:
- Restaurants Reopening. Many of our restaurants modified their services last year so you may see adjusted restaurant hours, altered menus and methods of service, and slightly longer wait times. As the summer continues, we look forward to bringing back the favorites you love and introducing you to some new menu items we’ve been working on.
- Food & Beverage Credit for Gold & Diamond Members. You asked for flexibility, and we’ve got it. Whether you look forward to breakfast or would rather skip it in favor of a refreshing beverage and afternoon snack, the choice is yours. In early July, we’ll begin offering a daily Food & Beverage Credit that will continue through the end of 2021. You can use this credit at the hotel brands where you currently receive a complimentary continental breakfast as your elite benefit of your membership. You’ll now be able to dine when and how you want. We will share more details in the coming weeks.
Summary
As I said, my experience suggests that the breakfast benefits at Hilton Honors hotel and resort properties in the United States are incomparable to those at hotel and resort properties outside of the United States, which are typically significantly better — and they will not be affected by this announcement, which is only in effect for the remainder of 2021.
I also stated that the daily food and beverage credit for the aforementioned hotel and resort properties within the United States might actually be an improvement overall.
Despite being a travel “blogger”, my experiences with Hilton over the years has been substantially more positive overall than negative — and I will see how this works out in practice, as I am giving the benefit of the doubt to Hilton — and based on those experiences, I have no reason to worry that Hilton is significantly devaluing its frequent guest loyalty program; and I will put my reputation on the line, as you can mark my words on this one…
All photographs ©2017 and ©2018 by Brian Cohen.
