Members of Hilton Worldwide's loyalty program will be happy to know that the hotelier has taken it upon itself to give them better rewards for their patronage. The hotelier also announced branding changes in an effort to put the Hilton brand front and center of its operations.

Hilton Worldwide has changed the name of its loyalty program to Hilton Honors from HHonors. It is also changing its official name by dropping Worldwide so it will now be known as Hilton.

In addition, Hilton, in partnership with Amazon.com Inc., has expanded its loyalty rewards to Hilton Honors members to include stuff sold by the e-commerce retailer. Memphis Business Journal reported that Hilton Honors members will now be able to buy anything on Amazon using the points they get for patronizing Hilton hotels as part of the partnership between the two companies. The partnership is just one of the examples of how Hilton Honors members can earn rewards.

According to the report, about 60 million Hilton Honors members will benefit from the partnership. While there are many ways to spend the points earned from checking into Hilton hotels, giving Hilton Honors members the option to use their points to buy stuff online would surely be appreciated.

As reported by USA Today, Hilton now allows Hilton Honors members to pool points from family members and friends in order to buy anything sold on Amazon. A Hilton Honors member can gather up to nine of family members and friends who are also Hilton Honors members for the points pooling.

Hilton has also decided to reward its most loyal customers, who are known as Diamond customers. The McLean, Virginia-based hotelier abolished the system that requires Diamond customers to stay certain number of nights per year to hold on to their Diamond status. Instead, Hilton will wait one year before cancelling the Diamond status of the member.

Jobs & Hire previously reported that Hilton's rival, Marriott International Inc. was acquiring Starwood for $12.2 billion.