Now, Earn Virgin America Points for Hilton Stays

Members of

Virgin America's

Elevate program can now, finally, earn points for hotel stays.

Effective immediately, travelers who are members of both

Hilton HHonors

and the

Elevate

program can earn one Elevate point for every two dollars spent at Hilton family hotels, if they have elected to earn both hotel points and airline miles for their stays.

Those who choose to earn airline points exclusively will earn 250 Elevate points for stays at Hilton, Conrad, Doubletree, Embassy Suites, Hilton Garden Inn, Hilton Grand Vacations, and Waldorf Astoria hotels; and 50 points at Hampton, Homewood Suites, and Home2 Suites hotels.

The Elevate program now boasts four earning partners: Hilton, Avis, Budget, and a Visa card. That's slim pickings compared to the earning and award opportunities available from the legacy carriers' programs. Members of American's AAdvantage program, for example, can earn miles at more than 1,000 companies, including other airlines, retailers, financial services providers, and on and on.

With its global presence and wide range of brands at multiple price points, Hilton was a smart choice of hotel partners. But while it's a positive move, it's just one of many steps required to build a truly compelling loyalty program.