Skift Take
Although his company has made it a mission to tell customers to book direct, Hilton CEO Christopher Nassetta knows he can't afford to overlook other distribution channels, including online travel agencies and travel agents.
In February, Hilton Worldwide launched its biggest advertising campaign yet, pointed very directly at one main target: online travel agencies (OTAs), like Expedia.com and Booking.com.
Called "Stop Clicking Around" its message to customers was this: There's no other place on the Web that has the lowest guaranteed room rate than on Hilton websites.
Needless to say, that advertising campaign didn't sit very well with the CEOs of the online travel agencies, and it only added more kindling to a fiery booking war between hotels and OTAs.
Hilton and its competitor, Marriott International, have recently launched campaigns to persuade more consumers to book direct with them. Both companies want to take back market share and revenue that is going to third-party travel sellers such as OTAs and, in some cases, traditional travel agents.
Yesterday at the World Travel & Tourism Council's Global Summit in Dallas, however, Hilton Worldwide CEO Chris
