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Hilton launches ‘Diamond Reserve’ loyalty level

It lowers requirements for its two elite tiers

Hilton Launches ‘Diamond Reserve’ in Hilton Honors Loyalty Program

Hilton Worldwide Holdings introduced Diamond Reserve, a new Honors tier for frequent travelers, debuting in January.

Photo Credit: Hilton

Summary:

  • Hilton introduced Diamond Reserve, its top Honors tier for frequent travelers.
  • Diamond Reserve requires 80 nights and $18,000 in annual eligible spend.
  • The company also lowered requirements for its two existing elite tiers.

HILTON WORLDWIDE HOLDINGS introduced Diamond Reserve, a top tier in Hilton Honors loyalty program that will debut in January. It includes perks such as a Confirmable Upgrade Reward at booking, guaranteed 4 p.m. late checkout and 24/7 customer service.

Meanwhile, Hilton is lowering requirements for its two existing elite tiers, the company said in a statement. Beginning in 2026, Gold will require 25 nights instead of 40 and Diamond 50 instead of 60. Existing benefits, including room upgrades, food and beverage credits and lounge access, remain unchanged.


“Members have told us they want more personal recognition and meaningful rewards,” said Chris Nassetta, Hilton’s president and CEO. “We are strengthening Hilton Honors for every member by delivering what matters most: more access, more value and more rewarding experiences.”

Diamond Reserve requires 80 nights and $18,000 in annual eligible spend, the statement said. Members receive their first Confirmable Upgrade Reward upon qualification and can earn a second at 120 nights. Upgrades apply to paid and reward stays at select Hilton hotels, including Waldorf Astoria, Conrad, LXR and Signia.

Other Diamond Reserve benefits include access to Hilton’s Premium Clubs, priority for space-available upgrades up to three days before check-in and a 120 percent points bonus on every stay.

Hilton said the adjustments are meant to make loyalty “more accessible and more rewarding” as the program expands across its more than 9,000 hotels. The company reached that milestone with the opening of a Signia by Hilton in Texas. It topped the “World’s Best Workplaces 2025” list by Fortune and Great Place to Work for the second consecutive year.

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Report: Rising Labor costs tighten US hotel industry margins
Photo credit: iStock

Report: Labor costs tighten U.S. hotel margins

Summary:

  • U.S. hotel margins tighten as demand slows and labor costs remain high, HotStats reported.
  • Unionized hotels carry 43 percent labor costs, versus 33.5 percent at non-union properties.
  • U.S. sees falling group demand and lower profit conversion since the second quarter.

THE U.S. HOTEL industry is showing signs of strain after a strong start to 2025, according to HotStats. Revenue growth is slowing, occupancy is falling and profit margins are tightening, particularly at unionized properties where labor constraints affect performance.

HotStats’ recent blog post revealed that TRevPAR has barely kept pace with labor costs in the first eight months of the year. While TRevPOR remains positive, gains are offset by declining occupancy, a sign that demand is cooling.

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