Hilton Worldwide wants its customers to “own” their weekends. As a result, through its Hilton HHonors loyalty program, members will now have the opportunity to earn bonus points from Feb. 1, 2014 through April 30, 2014.

Hilton’s Weekend Rewards promotion will allow registered Hilton HHonors members to earn 1,000 bonus points for each night they stay and they can earn an additional 5,000 bonus points for any weekend stay of at least two nights (defined Thursday – Sunday) at participating Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton, and Hilton Grand Vacations properties worldwide.

“It is the primary goal for Hilton Worldwide to help Americans ‘own their weekend’ in 2014,” Mark Weinstein, vice president, Hilton HHonors, told Loyalty360. “Consumer insights revealed that 103 million U.S. adults are taking at least one weekend trip a year. Those same insights also uncovered that 72% of Americans prefer taking shorter trips in lieu of making longer vacation plans. Based on these insights, HHonors created this promotion with the goal of rewarding guests for weekend travel, knowing the importance travelers place on it.”

What makes the Weekend Rewards promotion unique is that it incentivizes travelers to be a weekender, whether that’s extending a week-day business trip or taking a spontaneous weekend getaway, Weinstein explained.

“Travelers can earn 1,000 Bonus Points a night during the weekday but are then also given the opportunity to maximize their earning potential through traveling on the weekend,” Weinstein said. “This promotion is special in that it encourages our members to seize the best part of the week−the weekend! We are encouraging our members to get out and see the world because you only get 52 weekends a year–make the most of them!”

Weinstein said that the goal of Hilton HHonors’ promotions are always to increase engagement with existing members, while also bringing new guests into the program and rewarding them for staying with any of Hilton’s 10 brands.

“HHonors values equally the importance of keeping our existing loyal members happy while also reaching new audiences,” Weinstein added.

In an increasingly competitive marketplace, Weinstein said that retaining customer loyalty is now more difficult than ever.

“HHonors has used this as an opportunity to utilize the competitive nature of the current marketplace to further evolve the program to meet the needs of today’s loyalty traveler,” Weinstein explained.

To participate in the Weekend Rewards promotion, members can register at HHonors.com/WeekendBonus and be rewarded for hotel stays booked and completed between Feb. 1, 2014 and April 30, 2014.

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