Nicholas Kralev talks to Jeff Diskin, senior vice president for global customer marketing at Hilton Worldwide, about the company’s loyalty program, Hilton HHonors.

PART 1

Mr. Diskin talks about the possibility of adding a fifth elite tier to HHonors — above Diamond — and what kinds of benefits that new level might offer.

PART 2

Mr. Diskin talks about “games-players” who look for creative ways to maximize benefits and promotions, and about the negative publicity Hilton received late last year, when it devalued its award chart.