“Now more than ever, our members want more utility and flexibility. They want to be able to redeem their points more quickly and have more flexibility in the way they redeem them; in effect, they want more choice and control,” said Kendra Hayden, senior manager for Hilton HHonors. In July, Hilton Worldwide Holdings became the first hotel company to offer its loyalty program members room selection and customization via mobile and Internet-based floor plans. HHonors members can select their exact room online or via the Apple and Android HHonors apps across six Hilton brands in the United States: Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, Hilton Garden Inn, Homewood Suites and Home2 Suites. The company also added room upgrade rewards, “which enable HHonors members to use their points to guarantee an upgrade to a premium room or suite with no blackout dates,” Hayden said in an email. Get the full story at Hotel News Now