“We’ve been working very hard on strategies to have more direct relationships with customers, which I know sometimes can get interpreted as a marketing campaign like Stop Clicking Around or whatever, but it’s a much more complex and holistic approach to make sure what we’re doing with product, what we’re doing with service, what we’re doing with technology, what we’re doing with very specific parts of the Honors program … [is] working and getting more people in the program and a higher percentage of them engaged and higher percentage of them booking direct with us,” Hilton CEO Chris Nassetta said. Loyalty also plays a big role in Hilton’s “Connected Room,” or smart hotel room concept. Get the full story at Skift Read also "Smart hotel rooms are almost here"