“Hilton Honors” members are now able to choose how they are rewarded for their loyalty, such as loyalty points or cash, or redeeming them via Amazon’s Shop With Points scheme.

Hilton’s approach reflects a desire to offer more choice, and to better integrate with its members’ lifestyles, with an intelligent use of data for contextualised personalisation, plenty of touch-points in the day-to-day lives of members, and visionary thinking around technology such as VR.

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