“There’s always been a misconception that you could find lower prices elsewhere, which wasn’t true,” said Mark Weinstein, Hilton’s global head of customer engagement. “The reality of the situation is you get a better value when you engage with us directly. That’s the crux of our message, and we felt it was time to shout it from the hilltops.” Hoteliers throughout the industry have been pushing direct booking for the past few years in an attempt to avoid paying commissions to online travel agencies. Hilton says this is the largest marketing campaign in its 97-year history, though Weinstein declined to put a dollar figure on the campaign. The Marriott International book-direct campaign, launched last year, featured YouTube comedian Grace Helbig urging people in everyday situations to be more direct. Get the full story at The Washington Business Journal Read also "Hilton taps The Rolling Stones in new campaign" at Advertising Age and "Is Hilton's new direct booking campaign an olive branch for agents?" at Travelpulse