Hilton has announced a new corporate identity and logo by dropping the word Worldwide from its title
The rebranding is said by the global hotel company to come at a time when Hilton is "more simplified and streamlined than ever" following the spin-off of its real estate and timeshare businesses.
Now the owner of 14 brands following the recent launch of the Tapestry Collection of independent mid-market hotels, Hilton has also announced a new branding for its Hilton Honors loyalty programme, replacing the HHonours scheme.
New benefits of the newly named Honors programme, which boasts 60 million global members includ, shopping with points at Amazon.com; the ability to use points faster at any time, with no blackout dates; and the facility to pool points with up to 10 friends or family members.
Mark Weinstein, Hilton's senior vice president and global head, customer engagement, loyalty and partnerships, said the new perks will "revolutionize" the way Hilton Honors members can use the loyalty scheme. "Frequent travellers told us they want more flexibility while less frequent travellers want to be able to use their points in more ways and more quickly."
Today Hilton operates more than 4,900 hotels with around 800,000 bedrooms worldwide.