Hotels Hilton makes advertising push for direct bookings By Danny King / February 23, 2016 Share 1 Photo Credit: Shutterstock -- Hilton Worldwide is pushing for guests to book direct in its new advertising campaign, called "Stop Clicking Around." Hilton said it is the largest marketing campaign in the hotel company’s 97-year history.The first TV ad aired during the Feb. 15 broadcast of the Grammy Awards. The commercial uses the Rolling Stones song “Satisfaction” as its theme music and includes a voiceover encouraging potential guests to “book direct at Hilton.com for the lowest price online.” Hilton has said that HHonors loyalty program members can get an “exclusive discount on room rates” and other benefits such as free room nights and free WiFi if they book direct. These perks also are available to customers who book through "approved" travel agents, said Hilton. However, Hilton's TV ad makes no mention of travel agents.ASTA has voiced displeasure about hotel companies' book-direct advertising. Last summer, Marriott launched an YouTube marketing campaign with the tagline, “It pays to book direct.” ASTA said ads were “misleading” and “disparaging” to travel agents, and the organization ultimately pressured Marriott to remove one of the YouTube videos.An ASTA representative didn’t respond to a request for comment about the Hilton campaign on Tuesday.The campaign by Hilton is a follow-up of sorts to an initiative Hilton launched last August. Under that program, HHonors members who book direct or through traditional travel agents who use a Hilton-owned distribution channel or a GDS are granted free WiFi for their stay. Hilton representatives weren’t immediately available on Tuesday to say how travel agents can get the “Stop Clicking Around” perks for their customers or how the current campaign is connected, if at all, to last year’s effort.Hilton's primary goal appears to be stymieing the growth of online travel agencies, believed to be hotels' most expensive sales channel. Travel research firm Phocuswright says that half of all online hotel bookings currently go through the OTAs and the hotel supplier websites get the other half. However, Phocuswright forecasts that the OTAs share is expected to grow to 51% in 2017.Furthermore, Phocuswright recently said that the OTAs' gross hotel bookings have grown by double digits each year since 2013.