Hilton has unveiled a revamped loyalty program in a bid to win over guests in the very competitive hotel rewards space.

“At a time when many loyalty programs feel increasingly interchangeable, we’re strengthening Hilton Honors for every member,” Hilton President and Chief Executive Officer, Chris Nassetta said. Debuting in January, changes include the introduction of a new Diamond Reserve tier, offering their biggest spenders more benefits such as guaranteed late checkout and confirmable upgrade options, as well as exclusive customer service. The new Diamond Reserve tier can be achieved by guests staying 80 nights and spending US$18,000 annually with the group, and will also have their loyalty rewarded faster with a 120% points bonus on every stay. Other changes include making Diamond status more attainable, dropping the requirement to 50 nights from the current 60 nights required. Meanwhile, Gold status will also be revamped making it easier to achieve, with no compromise made on current benefits. From next year, members can now earn Gold status with only 25 nights per year – 15 nights less than the current 40-night requirement. “Loyalty is not something we take lightly. We’ve spent years listening to our members. Diamond Reserve was created to recognise and reward those who entrust their travel to Hilton,” Hilton Chief Marketing Officer and Head of Luxury Brands, Mark Weinstein said. “We know that enhancing the stay experience is the foundational building block to driving loyalty, which is why we have thoughtfully designed a suite of ultra-premium benefits intended to make staying with Hilton even better.”