Christopher Nassetta
Hilton Worldwide’s direct reservations via smartphone more than
doubled after the hotel company launched its “Stop Clicking Around”
direct-booking campaign in February, Hilton CEO Christopher Nassetta said during
his company’s earnings call with analysts on Wednesday.
Also, first-quarter enrollment in the company’s HHonors loyalty
program jumped 90% from a year earlier, while downloads of the HHonors mobile app
tripled.
“Early results are very positive,” he said. “The business
we’ve seen in web-direct is higher than it’s ever been.”
Hilton debuted the campaign during the Feb. 15 broadcast of
the Grammy Awards. The commercial uses the Rolling Stones song “Satisfaction”
as its theme music, and a voiceover encourages potential guests to “book direct
at Hilton.com for the lowest price online.”
Marriott International and Hyatt Hotels Corp. also have
launched book-direct initiatives this year.