To emphasize the advantages of loyalty programs, major hotel companies and independent hoteliers are encouraging guests to book direct. Back in August, Marriott International launched a digital campaign touting the benefits of booking hotel rooms directly through the brand, such as access to best rates and free Wi-Fi. Now, Hilton Worldwide has launched a major marketing campaign that gives loyalty members who book direct exclusive discounted room rates. The “Stop Clicking Around” campaign will also emphasize the other benefits of booking direct and being an HHonors member, such as points that can be used for free room nights, free Wi-Fi, and the ability to choose a room from a digital floor plan through its mobile app. The proliferation of online hotel booking scams has also made booking directly with hotels safer for consumers, the American Hotel & Lodging Association says. To read more, click here.
