Lifetime Hilton Diamond

David J. Danto

Travel thoughts in my own, personal opinion

eMail: ddanto@IMCCA.org Follow Industry News: @NJDavidD on

Lifetime Hilton Diamond – Thanks? – November 2024

This past week I received an unsolicited package in the mail that caught me off guard. Hilton welcomed me to the elusive “Lifetime Diamond” tier with a box of goodies. Inside was a pair of Bose QuietComfort Ultra earbuds – definitely not an unwelcome surprise – and a letter highlighting my lifetime benefits as a Diamond member.

According to Hilton, I’ll always enjoy perks like executive lounge access, continental breakfast, and room upgrades when available. Sounds impressive, right? Well, not so fast.

A Lifetime of Loyalty… But What Does It Mean?

I had first noticed I’d achieved Lifetime Diamond status a few weeks ago while poking around Hilton’s app. The realization didn’t exactly knock me off my feet, and here’s why: Hilton’s loyalty program, once the ~~gold~~ diamond standard for road warriors, has evolved in ways that dilute its value. Sure, the box and earbuds are nice, but I’d trade them in a heartbeat for the robust, reliable perks Hilton used to provide.

Take breakfast, for instance. Back in the day, being a Diamond member meant you could count on a decent meal to start your day – no guessing games. Today, breakfast benefits vary wildly depending on which Hilton brand you’re staying at. Some properties offer a credit (which often doesn’t cover the full cost of breakfast), others provide a full meal, and a few seem to forget entirely that breakfast was ever part of the deal. I recently stayed at a Hampton Inn in Manhattan where the $15 “food credit” felt more like Monopoly money – there was no restaurant on-site to spend it in.

Hilton’s Brand Explosion

Another issue with Hilton’s loyalty program is the sheer number of brands they’ve added in recent years. It’s almost impossible to keep track. Beyond the familiar Hiltons and Hamptons, there’s HGV properties, Home2 Suites, Curio Collection, Canopy, and even more niche offerings seemingly every day. Each comes with its own rules for what counts as a loyalty perk – if anything. Staying at a property with the Hilton name on the building? You’re more likely to get those Lifetime Diamond benefits. But stray into one of the newer brands – equally listed and reservable on the Hilton website – and all bets are off. The inconsistency makes the "lifetime" designation feel more like a marketing term than a promise. If I’m booking a reservation on the Hilton website with my Hilton Honors number then I should get the promised Hilton benefits. I don’t – which is nothing short of a sham.

Lifetime Is a Long Way

This wasn’t always the case. I remember my first stay at a Hampton Inn near Hershey, Pennsylvania back when they were new to the Hilton family. The manager, unfamiliar with Diamond members, personally delivered a fruit basket to my room with a handwritten thank-you note. Those were the days when loyalty felt mutual – when the perks were less about checking boxes and more about creating a memorable experience. The pamphlet in the box highlighted the many times I’ve stayed in Las Vegas (where the Las Vegas Hilton was my business conference home away from home.) But it made no mention of how that property and the others that offered Honors benefits in that town are long gone.

A Ben Franklin Twist on Loyalty

As I reflect on my journey to Lifetime Diamond status, I can’t help but recall Ben Franklin’s adage: ‘He that raises an ox to the level of a bull may flatter the ox – but the ox would rather have back his former powers.’ Hilton’s Lifetime Diamond status feels a bit like that – an upgrade that flatters the ego but misses the point. If you truly want to respect my loyalty, how about returning the benefits I signed up for? Daily cleanings, guaranteed breakfasts, and consistent perks across all properties aren’t just nice-to-haves; they’re what made Diamond status desirable in the first place.

Hilton, I appreciate the acknowledgment of my loyalty. The earbuds are great, but they’ll eventually wear out. What I really want – what I think most loyal travelers want – is a simpler, more predictable program that makes me feel valued every single time I stay. If the property is booked on your website make sure they provide the benefits you’ve promised. Anything else is fraud.

Also, p

Speaking of Las Vegas, that’s the destination of my next two business trips. I haven’t stayed at a Hilton branded property in that town in over ten years. I get better rewards and perks from some of the casino chains than I do where I have Diamond status – and that’s sad. (Yes, there are now a few Hilton brands at the relatively new Resorts World, but that casino’s management is so horrible I would never stay there.) I’ll be at a small conference early in December, and then I’ll again be reporting from CES 2025 in January – the largest conference I attend every year, and one where I was again honored to be an Innovations Award Judge this year.

This article was written by David Danto and contains solely his own, personal opinions.

All image and links provided above as reference under prevailing fair use statutes.

++++++++

As always, feel free to write and comment, question or disagree. Hearing from the traveling community is always a highlight for me. Thanks!