WASHINGTON — In the battle against hotel advertising campaigns that urge customers to book direct, ASTA scored one notable victory last week, and suggested another was close at hand.
During the ASTA Global Convention here, it was announced that Marriott International following talks with ASTA had removed an online video advertisement that had offended travel agents.
"A few of you, maybe even more than a few, took exception to one of the online ads there," Zane Kerby, ASTA's CEO and president, said about Marriott's book-direct campaign, during the event's closing session.
"We as ASTA went to Marriott about the ad. I'm happy to report that Marriott has removed the offending ad from distribution," he added, drawing a round of applause from the audience.
Early last month, Marriott International announced a digital campaign style #itpaystobookdirect. It touted free WiFi and other perks for Marriott Rewards members who booked on the company's website. The ads starred Internet personality and comedian Grace Helbig.
The campaign included three videos appearing online as digital display ads. "Scenic Route" — which, according to an earlier Marriott release, featured Helbig helping a lost couple find their destination despite a gas station attendant insisting they take a scenic route — was removed.
Brian King, global officer of sales and brand management with Marriott, acknowledged last week that there had been concerns from the travel agent community that the gas station attendant was portraying a travel agent. However, that was not its intention.
"Comedy is hard," King said. "It was never intended to offend anyone."
King said that the video was removed as soon as ASTA brought its concerns to Marriott.
At ASTA's closing session, Kerby thanked King as well as Cynthia Perry, Marriott's global director of travel industry sales, for removing the video.
"Companies don't make decisions; people do," he said.
Cruise Planners CEO and cofounder Michelle Fee said she was pleased with the outcome, and ASTA's role in it.
"When travel agents and travel partners work together, it's mutually beneficial since the travel agents strongly influence consumer behavior and spending," she said. "Trying to cut the travel agent out of a sale usually backfires for brands, and it's important to continue that relationship and remind consumers that using a travel agent is the best way to book travel."
Kerby also said that ASTA was in talks with Hilton Hotels & Resorts about similar ads promising the best rates when booking direct.
"We are still in dialogue with Hilton," he said. "But I think you'll be happy there, too."
"We do not disclose the details of our conversations with current or prospective partners," said Andrew Flack, Hilton Worldwide's vice president of customer insights and global marketing. "However, we are committed to our partnership with the travel agent community. Travel agents continue to be an important part of our business as we focus on making travel easier and more rewarding through personalized experiences and granting guests more control over their stay."