The global brand identity of HHonors, which has existed since 1987, will be overhauled to change perceptions of the scheme. Focus will be shifted onto the experiences available to its members, who account for more than 40% of Hilton’s revenues.

The increased marketing around HHonors, which has more than 27 million members, follows an 18-month review of the programme. President of global brands and commercial services Paul Brown says customer insights showed that they were more interested in the variety of rewards than in ways of collecting points.

“People earn points so they can do something with them,” he says. The company will add more ways of using points within its hotels as a result.

The campaign, which launches on 15 March, will feature global brand advertising and promotions as well as a redesign of the HHonors website.

According to Brown, the company has also conducted a wider strategy review and has created a four-year plan for the worldwide development of all its hotel brands, which include the Waldorf Astoria, Doubletree and Hilton Garden Inn brands.

Brown adds that creative for all Hilton’s campaigns is “almost completed for the next four years”.