Hilton launches direct booking campaign and they aren't mincing their words.
Hilton are joining the groundswell for direct bookings in their latest advertising campaign. This follows in the wake of Marriott's #itpaystobookdirect last year, cementing an increasingly vocal industry mood. The Fold7 campaign, ‘Stop Clicking Around’ debuted on Monday night during the Grammy Awards. Launched yesterday in the UK and US on TV, Digital Media, Print and Cinema, it will also roll out across the rest of Europe, the Middle East, Asia-Pacific, Latin America and Canada.
“There’s always been a misconception that you could find lower prices elsewhere, which wasn’t true,” said Mark Weinstein, Hilton’s global head of customer engagement. “The reality of the situation is you get a better value when you engage with us directly. That’s the crux of our message, and we felt it was time to shout it from the hilltops.”
The reality of the situation is you get a better value when you engage with us directly. That’s the crux of our message, and we felt it was time to shout it from the hilltops
The largest campaign in Hilton’s 97- year history. Why?
It’s another major statement in the groundswell for direct bookings, or to quote Rebecca Cooper of the Washington Business Journal, the ‘love-hate relationship’ between hotels and OTAs.
... 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.
“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.
21st Century Loyalty
Loyalty programs are growing. Originally designed for frequent travellers, they are increasingly designed to make the booking-process of smoother for all and add valuable perks to a stay – free wifi, Hilton? Thanks! The campaign is set to turbo-boost Hilton’s HHonours membership, currently at over 48 million members and second only to the Marriott’s 75 million loyalty scheme members. Weinberg adds that the scheme is ‘about offering value to customers starting with their first stay’.
Watch the full advert here: