HHilton may be considering new rewards card

Discussion in 'Hilton | HHonors' started by MaryDarling, Sep 28, 2011.  |  Print Topic

  1. MaryDarling

    MaryDarling Silver Member

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    FWIW:
    Just completed a lengthy survey for HHonors about potential new rewards cards. They asked for evaluations of eight different card scenarios, with each offering different benefits, among them:
    -- 40K signup bonus + 40K annual bonus
    -- 9/6/3 points on spending
    -- two free nights at any Hilton property annually
    -- gold status with the card, diamond status for $25K annual spend

    The survey also asked about elite service preferences (what would be most compelling for elite status); stuff like early check-out, instant upgrade, etc.

    It was a very lengthy and detailed survey, and they're paying me $25 for having completed it. More importantly, that level of investment in a survey suggests they're serious about developing a new card offer.

    UPDATE: The survey was completed on September 28. On December 23, I received the $25 check for completing it. While it's an incredibly slow payment process, they did actually send the money, and $25 per survey is considerably higher than the average return for an online questionnaire.
     
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  2. JohnDeere19
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    JohnDeere19 Gold Member

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    The survey probably also said something about not divulging information that was in it, but either way, I'm glad to hear this! Thanks!
     
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  3. javacodeguy

    javacodeguy Gold Member

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    Wow! Diamond for only 25k spend? The Surpass with 40k spend at least is a serious amount, but 25k is getting pretty low.

    Was there any mention of the annual fee? It'd have to be much higher than anything out there right now for that low of a requirement, not to mention all the bonus points and free nights.
     
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  4. MaryDarling

    MaryDarling Silver Member

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    There was nothing in the survey (taken online) about confidentiality -- it was being run by an outside market research firm, and I received an e-mail from them this AM. I suspect I just got the luck of the draw, and as someone who has written such surveys, I'm always sympathetic and spend the time to complete them! The fact that they were paying $25 was a sign that this was a serious survey. That's a lot for taking one of these things.

    The survey asked the usual demographic questions (income, age, gender, marital status, travel patterns) then got into credit card questions:
    -- what banks might I consider having a card with?
    -- what banks did I have a card with?
    -- how often did I carry a balance?
    -- did I use my business cards or personal or both? (asked for percentage breakdown)
    -- What types of cards did I prefer -- branded rewards (i.e. a Hilton card) or general rewards (i.e. Amex)?
    -- What types of cards did I have?
    -- What hotel cards? What airline cards?
    -- What elite services were valuable to me? (1-10 scale)
    -- What reward elements were valuable to me (1-10 scale)
    -- What cards had an annual fee?
    -- How much was the annual fee?
    -- Did I prefer fee or no fee?
    -- What rewards made a fee worthwhile (1-10 score)
    -- For a new Hilton Card, would my preference be for an Amex, Visa, Mastercard or Discover? What would be my second preference?

    Then the scenarios -- they set it up as a comparison: Card A or B? Card A or C? Card A or D? and so on. Card A seemed to be their current 40K offer card with 6/3/2 reward points and no annual fee; the alternate choice always carried an annual fee which ranged from $95 to $195 and differing awards. After each comparison, I was asked whether my choice would be my primary or secondary card. (Naturally, I always chose the reward card with fees and assured them it would be my primary card!)

    I remember clearly that the "fast track to Diamond" was a $25K spend; some additional perks they were asking about included (in addition to what I mentioned in my initial post):

    -- 15% savings on some airline tickets
    -- a free companion pass for a domestic coach flight (1 per year)
    -- special event ticket purchasing
    -- dedicated travel specialistss
    -- Annual bonus points
    -- one or two free nights per year

    It was a long survey -- I'm pretty quick with these things and it still took 15-20 minutes. And while nothing is for sure, it certainly suggests Hilton is thinking of changing things up!
     
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  5. 2soonold
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    2soonold Gold Member

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    Two free nights at any Hilton property could motivate me to increase my spending with Hilton. That's exactly what I like to see in a loyalty program!:)
     
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  6. deant
    Original Member

    deant Milepoint Guide

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  7. kansaskeith

    kansaskeith Gold Member

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    I don't remember the $25 honorarium nor the questions about potential different credit-card brands, but other than that this survey looks very familiar to me. Like one I took a year or two back.

    Goes on and on and on about this scenario vs that scenario like you think it will never end.

    What I am trying to say, I guess, is this may be part of ongoing research rather than a clue that a new card is imminent. The Amex Surpass card had already become available when I took my survey, but they continued to do research, and from what you just had that continuation of research is ongoing.

    Speaking of Surpass, they still seem to be wrestling with benefits on that one. Some offers I get to upgrade from Hilton Amex to Surpass include Diamond status for $40K spend in a year, but most do not. When Surpass started, they all did. I even see some offers for the "regular" (no fee) Hilton Amex that don't offer Gold status for $20K annual spending. If they dropped that for continuing-customer me, they would be dropping me as a cardholder, too,
     
  8. JohnDeere19
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    JohnDeere19 Gold Member

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    Very informative, thank you so much!
     
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  9. wombat18
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    wombat18 Silver Member

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    That's current state of the art for assigning relative value to various benefits -> conjoint analysis. Not only does it put the various components (of a new card) in order of valuableness, but usually assigns a price that folks are willing to pay to each.
     
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  10. MaryDarling

    MaryDarling Silver Member

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    Exactly. I thought the survey was very well done, and that they were clearly trying to determine the dollar value of the different potential benefits. Further, the travel, income and demographic info will let them further quantify the cost/benefit for their ideal cardholder. (One question, for example, asked how often I carried a balance on my credit cards, which is far more profitable to the bank than paying them off monthly.) I'd be fascinated to see their overall results!
     

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