By then, it’s too late to streamline and personalize the check-in process, said Kasey O’Leary, VP of global marketing for the Hilton portfolio and Hilton Honors.

But consumers hesitated to book directly with Hilton because they weren’t sure if they would get the best price and they didn’t know that booking directly with Hilton has benefits: Guests can pick their room, unlock it digitally and use free Wi-Fi.

Hilton responded with an ad campaign to make these benefits crystal clear.