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.