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The HHonours programme, which runs across Hilton Worldwide’s 10 hotel brands, will be positioned as an opportunity for consumers to obtain “unforgettable experiences” form the brand.

The loyalty programme’s rebrand involves a new global brand identity, supported by an international advertising campaign, created by Publicis New York. The campaign will run in the US, Turkey, China, Italy and the UK.

The campaign uses the strapline “Hilton HHonours, a world of experiences worth sharing” and features print, online and outdoor activity.

Jeff Diskin, senior vice president, global customer marketing, Hilton Worldwide, said: “Hilton HHonors wants to change the way our members view loyalty programs.

“Our goal is to shift the conversation from earning points to creating memories, from being just about functionality to the human, more emotional and experiential side of travel.”

Hilton HHonours claims to be the only guest loyalty programme that offers points and miles with a “no blackout dates” stipulation.