Hilton’s New Discount Program

Hilton Hotels Corp. is back in a big way with discounts for mature travelers. A brief, but popular, test program called the LXU Club ended last fall.

The newest program, Hilton’s Senior HHonors Program, features room discounts of up to 50% at more than 210 of the chain’s 270 domestic hotels. That means rates as low as $35 a night for two.

There is no across-the-board discount as some hotel chains offer. Hilton provides a booklet of all hotels participating in the program and rates at each property.

While there are just 13 Hiltons in the $35-a-night bracket (including San Bernardino’s Inland Empire Hilton), there are more than 50 in the $45-a-night category and 60 at $55 a night. The last includes the Hilton and Flamingo Hilton in Las Vegas.

Others cost $65 and up per night for two. Five Hiltons in Hawaii are part of the program, from $75 to $95 a night. (The Kahala Hilton is not included.) Absolute tops is the $165 senior rate at the Waldorf-Astoria in New York City.

Restrictions Apply

There are the usual restrictions--discounts are not offered during peak seasons such as Christmas or Easter, nor during major convention periods. And not all rooms may be available at each hotel.

Reservations are required and can be made 30 days or less in advance.

The HHonors program is meant for travelers 60 and over and for retired travelers age 55 to 59. Proof of age and retirement are required. Fees are $45 annually or $75 for a lifetime membership.

Other membership benefits include:

--A discount of 20% off dinners at participating Hiltons. Those members dining need not be guests of the hotel, and the discount applies to members plus up to seven others. Alcoholic beverages, tax and tips are not included.

--A $25 credit certificate for future charges for each $300 spent by members at participating hotels. One certificate may be used per visit.

Incentives Offered

Other incentives for HHonors program members include an initial $25 credit certificate, plus a certificate worth up to $50 off the price of a Continental Airlines flight, subject to minimum purchase price.

The rates for seniors can be applied for two rooms at each hotel, providing that the second room is occupied by the member’s immediate family--parents, children or grandchildren.

Most of the hotels also provide pre-registration, free daily newspaper, instant checkout and, depending on the area, a later checkout time.

Members also can get “preferred and discount rates” at Hertz. These are not spelled out because they vary considerably from one locale to another, but they are said to be comparable or better than the usual discounts offered to mature travelers.

“Senior HHonors is designed exclusively for people who are 60 or older,” says Barron Hilton, the 60-plus chairman and president of Hilton, “or for those age 55 to 59 and retired. It reflects not only my personal feelings about our generation, but Hilton Hotels’ commitment to honor those who have been loyal to us over the years.”

Looking for ‘Loyalty’

“People in this age group travel frequently, and our studies indicate that they have a strong preference for Hilton,” Joseph P. Smyth, senior vice president of marketing, said. “We want their business and have developed this program to win their loyalty.”

If your travel in the near future includes an air trip and a hotel stay at a major city or resort area, the offer of a $25 hotel credit and $50 air certificate repays your $75 lifetime membership.

Hilton says its Senior HHonors program will have a “limited membership.” The offer ends June 30.

For more information, write to Hilton Senior HHonors Service Center, 2050 Chennault Drive, Carrollton, Tex. 75006, phone (214) 239-0511. Allow six weeks for processing once your application is accepted. Applications cannot be submitted to individual Hilton hotels.