{"id":24864,"date":"2025-09-07T20:49:07","date_gmt":"2025-09-07T19:49:07","guid":{"rendered":"https:\/\/www.verylvke.com\/en\/?p=24864"},"modified":"2025-09-09T22:56:20","modified_gmt":"2025-09-09T21:56:20","slug":"further-hilton-devaluation-dynamic-ceiling","status":"publish","type":"post","link":"https:\/\/www.verylvke.com\/en\/2025\/09\/07\/further-hilton-devaluation-dynamic-ceiling\/","title":{"rendered":"Further Hilton devaluation &#8211; dynamic ceiling?"},"content":{"rendered":"\n<p>(Edit: looks like a massive devaluation wave has indeed just landed, and top-end hotels such as Waldorf Astoria Maldives has now reached 250,000 points.)<\/p>\n\n\n\n<p>Over the past twelve months or so, <em>Hilton Devaluation<\/em> has almost become a recurring topic, and honestly I\u2019ve grown numb to it. The last major wave of discussion was back in May, but about one month ago I started seeing new posts pop up again, and more recently I\u2019ve noticed some things myself.<\/p>\n\n\n\n<p>The trigger was my recent trip to Amsterdam. I had been monitoring weekend award nights (using <a href=\"https:\/\/www.verylvke.com\/en\/2024\/07\/19\/zaozao-the-best-hotel-award-search-and-monitoring-tool\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Zaozao<\/a>) for weeks. This is when I spotted some oddities at two properties:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>DoubleTree by Hilton Amsterdam Centraal Station: originally 65K when I booked, but later went up to 70K for the same date<\/li>\n\n\n\n<li><a href=\"https:\/\/www.verylvke.com\/waldorf-astoria-amsterdam\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Waldorf Astoria Amsterdam<\/a>: 130K only for the date I reserved, while other dates showed 120K<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.verylvke.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/hilton-dynamic-award-cap-1.jpg\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"360\" src=\"http:\/\/www.verylvke.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/hilton-dynamic-award-cap-1.jpg\" alt=\"\" class=\"wp-image-24862\" srcset=\"https:\/\/www.verylvke.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/hilton-dynamic-award-cap-1.jpg 400w, https:\/\/www.verylvke.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/hilton-dynamic-award-cap-1-300x270.jpg 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.verylvke.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/hilton-dynamic-award-cap-2.jpg\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"597\" src=\"http:\/\/www.verylvke.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/hilton-dynamic-award-cap-2.jpg\" alt=\"\" class=\"wp-image-24863\" srcset=\"https:\/\/www.verylvke.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/hilton-dynamic-award-cap-2.jpg 400w, https:\/\/www.verylvke.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/hilton-dynamic-award-cap-2-201x300.jpg 201w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p>To be clear, cash rates skyrocketed because of the summer peak season and F1 Grand Prix event, so all award pricing shown should have been the ceiling.<\/p>\n\n\n\n<p>In other words, Hilton seems to be making even individual property award caps <em>dynamic <\/em>now. I\u2019m not sure whether this specifically targets last-minute bookings or something else. This Waldorf Astoria used to be 95K a night just a few years ago, then went up to 110K earlier this year, now hovering at 120K &#8211; 130K.<\/p>\n\n\n\n<p>This new mechanism feels like Hilton\u2019s wicked strategy: slow, incremental hikes that make the devaluation less noticeable. Their free night certificates, available with the US Amex card, look increasingly valuable these days. In fact, I finally bit the bullet last week and signed up for it!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>(Edit: looks like a massive devaluation wave has indeed just landed, and top-end hotels such as Waldorf Astoria Maldives has now reached 250,000 points.) Over the&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-24864","post","type-post","status-publish","format-standard","hentry","category-hilton-honors"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/posts\/24864","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/comments?post=24864"}],"version-history":[{"count":4,"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/posts\/24864\/revisions"}],"predecessor-version":[{"id":24979,"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/posts\/24864\/revisions\/24979"}],"wp:attachment":[{"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/media?parent=24864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/categories?post=24864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.verylvke.com\/en\/wp-json\/wp\/v2\/tags?post=24864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}