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Hilton expands loyalty program and hotel network amidst competition with Marriott

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Hilton expands loyalty program and hotel network amidst competition with Marriott
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Augusta Stone Associate credit cards writer | The Points Guy

Hilton has announced significant growth in its loyalty program and hotel expansion, indicating its competitive stance against Marriott International. The Hilton Honors program now boasts over 200 million members, a notable achievement as analysts speculate if it could surpass Marriott Bonvoy, which had over 210 million members at mid-year. With Marriott's upcoming earnings call, this number is expected to increase.

In addition to loyalty membership growth, Hilton reported a net increase of 33,600 hotel rooms in the third quarter, marking an unprecedented pace of nearly 8% room growth compared to the previous year. This quarter saw Hilton opening more hotel rooms than any other period in its history.

"We continue to have more rooms under construction than any other hotel company, accounting for more than 20% of industry share and nearly four times our existing share of supply," said Hilton CEO Christopher Nassetta during an earnings call.

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The Spark brand is a key driver of this growth. Launched last year, Spark now includes over 6,000 rooms and expanded into Germany and Austria alongside its presence in the U.S., U.K., and Canada. More than 20 Spark hotels opened in the last quarter alone.

"The brand's pipeline is three times larger than its existing supply, and we expect continued launches in international markets to further boost Spark's trajectory," Nassetta added.

Hilton has also expanded its luxury offerings with the addition of nearly 400 hotels through a partnership with Small Luxury Hotels of the World. This move aims to diversify Hilton's portfolio across different market segments.

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