Skift CMO Interviews: How Hilton is Convincing Travelers to Book Direct
Photo Credit: Geraldine Calpin, SVP and Global Head of Marketing & Digital at Hilton Worldwide. Hilton
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When Hilton decided to merge its marketing and digital departments last year, and focus on driving direct bookings, that resulted in the company's largest marketing campaign ever.
Editor's Note: Following our previous CEO interview series in online travel, hospitality, and destinations, Skift has launched a new series, this time focused on Chief Marketing Officers.
To better understand the big marketing challenges facing travel brands in an age when consumers are in control, Skift's What Keeps CMOs Up at Night will talk with the leading voices in global marketing from across all the industry's sectors.
These interviews with leaders of hotels, airlines, tourism boards, digital players, agents, tour operators and more will explore both shared and unique challenges they are facing, where they get insights, and how they best leverage digital insights to make smarter decisions.
This is the latest interview in the series.
According to Hilton Worldwide, 57 billion Hilton HHonors Points went unused in 2015 because guests booked through a third party, equating to more than 1.6 million free nights lost.
Geraldine Calpin, SVP and global head of ma
