Hilton Honors recently announced that it is temporarily dropping the free breakfast benefit at ‘full service’ hotels in the USA for Gold and Diamond members. Instead, members will be offered a credit that can be applied to breakfast, or any other food/drink charged to the room.
The new policy starts in July 2021 and will run (initially?) until the end of the year.
Hilton hasn’t officially confirmed the value of the credits yet, but it is understood to look something like the following:
- $25 for luxury brands (Waldorf Astoria Hotels & Resorts, LXR Hotels & Resorts, Conrad Hotels & Resorts)
- $12 for full service/lifestyle brands; $15 for full service/lifestyle brands in ‘high-cost markets’ (Hilton Hotels & Resorts, DoubleTree, Canopy, Signia, Curio Collection, Tapestry Collection, Motto)
- $10 for Hilton Garden Inn hotels
- Credits must be used daily and apply to up to 2 registered guests per room.
Right now, this initiative only applies to hotels in the United States.
The new policy primarily affects leisure travellers – particularly those who have family with them. Business travellers can typically get the cost of breakfast reimbursed.
This is a bit of a surprise move from Hilton – one of the big benefits of Hilton Honors Gold is the consistency of knowing you can have a free breakfast whenever you stay. I can’t see $15 getting you much to eat/drink at Hilton hotels in cities like New York and LA…
That said, people who aren’t big breakfast eaters would almost certainly receive more ‘value’ overall from having a nice snack or drink using the credit later in the day.
It will be interesting to see how this plays out. Presumably, Hilton thinks this is a way to save money that won’t annoy too many guests with elite status. If that theory is right, expect to see the policy expanded to other regions and extended into next year and beyond.
What’s your view? – do you love free breakfast, or would you be happier with a more flexible credit?