Luxury is having a day, and Hilton is celebrating the travel advisors who sell that niche with a new, and better, preferred partner program.

Hilton on Tuesday launched Hilton for Luxury, an invitation-only program for travel advisors who sell the 100 properties in its luxury brands: Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, LXR Hotels & Resorts, Signia by Hilton, and Hilton’s newest luxury brand NoMad Hotels.

Members of the program will have their own dedicated concierge desk, improved connectivity through a private website, value-added benefits from the hotels and direct contact with on-property hotel team members. And each hotel will have a team of Hilton for Luxury ambassadors whose job is to ensure that program features and benefits are fulfilled.

Clients of participating travel advisors will receive a variety of benefits, including the best available rates, double Hilton Honors Points, complimentary breakfast for up to two guests, next-category upgrades and, wherever possible, early check-in or late check-out.

In addition, the program soon will offer rewards to participating travel advisors; details will be announced soon.

Good to know: Hilton Luxury Brands comprises 100 hotels and resorts around the world. Most recently, Hilton welcomed the NoMad Hotels brand into its portfolio.

For more information, visit www.hilton.com/hilton-for-luxury.