Geraldine Calpin, SVP and global head of marketing & digital at Hilton Worldwide, says the reason for that is because there’s such widespread belief among travel consumers that online travel agencies (OTAs) offer the lowest prices available in the digital marketplace. Many other hotel brands have developed different types of marketing campaigns to educate consumers that booking directly on the brand.com websites provides the greatest value, with added benefits ranging from free Wi-Fi to free breakfast. Except, those promotions have often had minimal effect because consumer behavior is so entrenched in the OTA booking ecosystem. So Hilton launched its largest global marketing campaign ever last month, called “Stop Clicking Around.” The initiative is designed to drive Hilton HHonors membership and change consumer perception by communicating as succinctly as possible that clicking around the web for the best hotel deal is a waste of time. Get the full story at Skift Read also "Hilton’s new direct-booking discount comes with caveats", and "Marriott has visions of a massive loyalty program"