Hilton Wants to Change the Conversation About Direct Booking With New Ad Campaign
Skift Take
Hotel industry to consumers: You should still stop clicking around, (obviously!), but you should also expect a lot more from us when you (1) book direct with us, (2) join our loyalty programs, and (3) stay in our hotels.
Hilton is at it again.
The global hospitality company on Saturday will officially debut its latest global marketing campaign called "Expect Better, Expect Hilton," featuring actress Anna Kendrick.
TV commercials featuring Kendrick will appear in the U.S. during Ryder Cup coverage this weekend on NBC, emphasizing existing benefits that Hilton Honors loyalty members enjoy when they stay at Hilton hotels, as well as Hilton's price-match guarantee. The campaign will also roll out in a number of other countries and markets in a variety of different channels, ranging from TV and social media to online and radio.
The newest campaign is just the latest effort from Hilton to better educate consumers not only about the benefits of booking hotels direct instead of using third-party distribution channels like Expedia or Booking.com, but also the benefits of being a Hilton Honors loyalty member.
While Hilton wasn't the first hotel company to promote that message, it has arguably been one of the boldest. More than two years ago, in February 2016, Hilton debuted the "Stop Clicking Around" campaign which, at the time, was reported to be the most expensive one in the company's history.
"Stop Clicking Around" debuted in the U.S. during the Grammy Awards, and its primary message was that consumers would get th
