In a perpetual game of one-upmanship, the past several months have seen one hotelier after another debut free Wi-Fi offerings. Among the first was Loews Hotels & Resorts
, which announced its offering in January 2014. Marriott International
followed suit in November, followed closely by Hyatt Hotels Corp.
and Starwood Hotels & Resorts Worldwide
The final holdout, Hilton Worldwide, finally joined the fray this week when it announced on frequent flyer website FlyerTalk that it would begin extending free Wi-Fi to members of its HHonors loyalty program later this year.
"As you know, we value your feedback tremendously and have been listening closely to what you have to say to help us continue to evolve the HHonors program," an HHonors spokesperson named Erin posted in the FlyerTalk Forums
. "And, thanks to your thoughts and input on our Wi-Fi offerings, we've decided to make some updates as we know this is one of the HHonors benefits that matters most to you."
Beginning in the second quarter, Erin announced, HHonors Diamond members will receive complimentary premium Wi-Fi at all Hilton properties when they book directly through a proprietary Hilton channel -- for example, the Hilton HHonors mobile app, any of Hilton's corporate or brand websites, or Hilton Reservations Customer Care line -- or through one of the company's corporate travel partners.
Starting in August, free standard Wi-Fi will be extended to HHonors Blue and Silver members when they similarly book their stays directly through Hilton or one of its corporate travel partners.
Complimentary standard Wi-Fi will continue to be a benefit for HHonors Gold members, who already enjoy it.
"We heard you loud and clear when it comes to Wi-Fi and have shared your feedback with our broader team, so thank you for helping us better understand what is important to you," Erin concluded.