Hilton Worldwide recently made a significant marketing investment to combat the rise of guest bookings from third-party distribution channels. The hospitality leader has launched an advertising campaign based on the concept of “Stop Clicking Around.”
With this campaign, Hilton is aiming to recapture booking commissions that go towards online travel agencies (OTAs), which can range from 10 to 30 percent. According to a recent Skift article, the campaign promotes how guests can get the lowest rates possible by booking direct, as well as incentivizes guests to become Hilton HHonors members.
Watch the advertisement here:
The campaign takes a smart and fresh approach by telling a great story – with an iconic song – in 30 seconds. When compared to other major hospitality providers that are more risk-averse with their brands, this is a highly creative way to convey a message that could ultimately generate more revenue.