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Alliance Data Adds Hilton HHonors

Alliance Data Systems Corp., a Dallas-based provider of customer loyalty and marketing programs, revealed Wednesday that Hilton HHonors has agreed to become a national sponsor and reward supplier of Alliance Data's Canadian AIR MILES Reward Program. The financial impact of the deal was not disclosed. Hilton HHonors is the guest rewards program for The Hilton Family of Hotels, a hospitality group owned by Hilton Hotels Corp. With a global membership of 25 million, Hilton HHonors rewards travelers who frequent any of The Hilton Family's 3,000-plus worldwide properties. The AIR MILES Reward Program, Alliance Data explained, is a coalition loyalty program that currently serves some two-thirds of Canadian households.