Hotels ASTA commends Hilton for including agents in discount program By Danny King / February 25, 2016 Share 1 Photo Credit: Shutterstock -- ASTA on Thursday praised Hilton Worldwide for extending direct-booking perks (room discounts and free WiFi, for example) to travel agents’ customers when Hilton launched its new ad campaign on Feb. 16. "Representatives of ASTA and Hilton have recently held discussions on a variety of industry issues of mutual concern. These discussions have been productive and we are appreciative of Hilton's willingness to engage with us," said ASTA President and CEO Zane Kerby. "Hilton's recognition of the contribution the agency channel makes to Hilton's success has not gone unnoticed. ASTA applauds Hilton for this action and we look forward to continued dialogue and progress on this and other topics." Zane Kerby ASTA lauded Hilton even though a television ad for Hilton’s “Stop Clicking Around” campaign encourages guests to book direct and makes no mention of travel agents. ASTA declined to address that omission.Lee Smolinski, CEO of Palm Coast Travel, an ASTA Premium member, said, "We celebrate this proactive move Hilton has made showing support for the value and viability of the travel agency community." Hilton's vice president of global marketing, Andrew Flack, said, "We always have and continue to offer access to the same rates and exclusive HHonors benefits for travel agent bookings as through our own direct channels, like Hilton.com and the HHonors app." Hilton declined to disclose what percentage of its business is generated through travel agents, but according to Phocuswright research, agents account for about 10% of U.S. hotel room revenue.