Hilton Worldwide is asking customers to “stop clicking around” in a move to encourage direct bookings through its own channels.
Its new “Stop Clicking Around” campaign – the largest ever launched in the company’s 97 year history – emphasises the benefits of booking direct and being an HHonors member.
Mark Weinstein, global head of Customer Engagement, Loyalty and Partnerships at Hilton Worldwide, said, “There is a huge misconception that third parties always offer lower prices for our hotel rooms, which is simply not true.”
It stops short however of limiting the exclusive discount on room rates to its brand websites, Hilton HHonors mobile app and reservation call centres. Obviously to appease preferred intermediaries, the discounts are also available to preferred corporate travel partners and approved travel agents.
This guaranteed discount is available at more than 4,500 hotels around the world.
These benefits include HHonors Points that can be used for free room nights, free Wi-Fi, and the ability to check-in, choose your own room from a digital floor plan and use a Digital Key all via the HHonors mobile app on a smartphone. In addition, when HHonors members book direct with Hilton, hotels are able to provide more personalized and memorable experiences for each stay.
“Our customers don’t need to worry about sorting through a dizzying array of websites, enduring hundreds of clicks and wasting hours of time. They can be assured that booking a room directly with us at any of our hotels doesn’t require extensive searching and price checking to find the best prices online,” said Geraldine Calpin, chief marketing officer at Hilton Worldwide.
“Last year, 57 billion Hilton HHonors Points – or more than 1.6 million free nights – went unearned because guests booked their stay through a third party,” said Weinstein.
Behind the “Stop Clicking Around” campaign is Fold7, a London-based marketing and advertising agency.
