While ASTA and Hilton Worldwide are still in the process of
rescheduling a meeting over Hilton’s book-direct campaign, the society has
polled members and found more than 85% are aware of recent hotel book-direct
marketing practices, and the majority are concerned about them.
Book-direct campaigns came into the spotlight earlier this
year after ASTA entered into discussions with Marriott over its marketing
practices. As a result, Marriott removed a video from its #itpaystobookdirect
campaign — which offered perks for Marriott Rewards members who booked at the
company’s website — that ASTA said offended travel agents.
After that, Michels said, a member brought Hilton’s
book-direct campaign to its attention and reached out to the company. Hilton
suggested a meeting that would also discuss ASTA’s relationship with Hilton,
which is not currently an allied member of the society, Michels said. The
initial meeting had to be rescheduled, though the parties still intend to meet.
Andrew Flack, vice president of customer insights and global
marketing for Hilton Worldwide, has said that Hilton would not comment on
discussions with partners, either current or prospective, but the company finds
travel agents to be “an important part of our business.” Hilton declined
further comment this week.
Meanwhile, ASTA has made book-direct campaigns “a top
priority of industry affairs, to look at it as a whole and establish a position
and get member feedback before tackling this company by company,” Michels said.
“So, I guess you could say we are taking a 30,000-foot-view
first before diving into each individual ad and doing this piecemeal and going
company by company,” she added.
ASTA has also polled members on what they think about
various hotel marketing campaigns. Final numbers are not in yet, but Michels
did say more than 85% of members are aware of book-direct campaigns, “and a
hefty majority are concerned about them.”
The study’s full results are expected to be released in the
next few weeks.