Virtually all the major global hotel groups are growing the number of hotel brands they have. The reason for these brands isn’t directly because they’re trying to appeal to consumers, but rather because they’re trying to appeal to hotel owners. The major global hotel chains only manage a vast majority of their properties, so a hotel owner might be excited about being able to invest in the first hotel of its type in a city, rather than the sixth Hampton Inn, for example. That’s the main reason we’ve seen such a big increase in the number of hotel brands.
Hilton’s two new hotel brands
Welcome to Tru by Hilton, a revolutionary new brand that is simplified, spirited and grounded in value for guests with a zest for life and a desire for human connection. We have created an original, back-to-basics experience with soul—grounded in value and anchored in the DNA of Hilton—to win the hearts and minds of guests who are looking for social engagement, unexpected certainty and vibrant simplicity.
And here’s how Hilton describes Tapestry Collection:
Tapestry Collection by Hilton is a gathering of original hotels chosen because of a commitment to being anything but generic. Every place is a reflection of the independent nature of its guests, who want to weave their own story through travel.
Essentially, Tru is Hilton’s equivalent of Starwood’s Aloft, while Tapestry Collection is Hilton’s equivalent of Starwood’s Tribute Portfolio.
Honors points earning at Tru & Tapestry Collection properties
Hilton has just announced some updates about the points earning opportunities for these two new brands, given that hotels from each brand will be opening shortly. While these brands will be fully participating in Hilton Honors (and will be eligible for Hilton’s global promotions, etc.), points earning at these properties will be as follows:
- Tapestry Collection by Hilton: Earn 10 Hilton Honors Base Points per every eligible US dollar spent on room rate and eligible room charges
- Tru by Hilton: Earn 5 Hilton Honors Base Points per every eligible US dollar spent on room rate only
Tapestry Collection earning 10 points per dollar makes perfect sense, given that stays at most Hilton brands earn that many points. Meanwhile the reduced points earning at Tru properties is interesting to note. As it stands, there are three circumstances where Hilton offers reduced points earning:
- Hampton by Hilton and Homewood Suites by Hilton earn 10 Base Points for every eligible US dollar spent on room rate only, and not on other room charges
- Home2 Suites by Hilton earn 5 Base Points for every eligible US dollar spent on room rate only
- All Hampton by Hilton hotels in China are excluded from the Hilton Honors program
Along with Home2 Suites, stays at Tru properties will earn the fewest Honors points per dollar of any brand. Understandably Tru is intended to be an affordable brand, and as a result, the margins aren’t quite as high as with some other brands. However, even Hampton earns 10 points per dollar, so this is an interesting move on Hilton’s part.
Will reduced points earning at Tru properties impact whether or not you stay at them?