Hotel and resorts chain Hilton now sees 20 per cent of all bookings across its 14 brands – including Waldorf Astoria Hotels and Resorts, Conrad, DoubleTree, Embassy Suites, and Hampton – come through its Hilton Honors app, part of its hotel rewards program.

In an interview with Digiday, Hilton’s VP of global marketing, Stuart Foster, said the app makes the brand more able to provide better hospitality and is what consumers want when booking.

The app enables Hilton’s 66m loyalty members to find and book rooms at more than 4,600 hotels around the world. In addition, members can check in from anywhere, and use their phone as a digital key at supported hotels. It also lets the user order extras to be in their room when they arrive, use their Hilton Honors points to book free stays or pay for part of a stay, and features maps, directions and weather for the customer to plan their stay.

In addition to those features, Hilton Honors members can now use their Honors points to make purchases through Amazon. To do this, members must link their Honors account to their Amazon account, and then are able to choose the amount of points they wish to use when completing an order.

“At Hilton, we are always looking for ways to deliver unique experiences to customers. By teaming up with Amazon, we are able to offer our Hilton Honors members yet another choice in how they redeem their Hilton Honors points,” said Mark Weinstein, SVP and global head of customer engagement, loyalty and partnerships at Hilton. “Amazon Shop with Points gives our members greater flexibility with their Points and the chance to offer more of what matters most to our Hilton Honors members.”