Hilton Worldwide announced that Hilton HHonors members can now receive an exclusive discount on room rates by booking directly through its brand websites, award-winning Hilton HHonors mobile app and reservation call centers, or through preferred corporate travel partners and approved travel agents. This guaranteed discount is available at more than 4,500 hotels around the world.

“There is a huge misconception that third parties always offer lower prices for our hotel rooms, which is simply not true.”

Hilton’s new “Stop Clicking Around” marketing campaign �" the largest ever launched in the company’s 97 year history �" will also emphasize the other benefits of booking direct and being an HHonors member.

These benefits include HHonors Points that can be used for free room nights, free Wi-Fi, and the ability to check-in, choose your own room from a digital floor plan and use a Digital Key all via the HHonors mobile app on a smartphone. In addition, when HHonors members book direct with Hilton, hotels are able to provide more personalized and memorable experiences for each stay.

“Our customers don’t need to worry about sorting through a dizzying array of websites, enduring hundreds of clicks and wasting hours of time. They can be assured that booking a room directly with us at any of our hotels doesn’t require extensive searching and price checking to find the best prices online,” said Geraldine Calpin, chief marketing officer at Hilton Worldwide.

“Last year, 57 billion Hilton HHonors Points �" or more than 1.6 million free nights �" went unearned because guests booked their stay through a third party,” said Mark Weinstein, global head of Customer Engagement, Loyalty and Partnerships at Hilton Worldwide. “There is a huge misconception that third parties always offer lower prices for our hotel rooms, which is simply not true.”

All Hilton HHonors members who book directly through Hilton can save time and money, and gain instant access to the benefits they care about most:

• Exclusive discount: Members of the Hilton HHonors loyalty program can now take advantage of an exclusive discount that can’t be found anywhere else, as long as they book directly through Hilton, at more than 4,500 hotels around the world.
• Instant benefits: Hilton HHonors is free to join and offers instant benefits to all members, such as free Wi-Fi, popular digital tools like digital check-in with room selection and Digital Key, and the ability to earn and redeem Points for free nights.
• Unforgettable, exclusive experiences: Booking direct opens the door to exclusive events, like Live Nation concerts or private dining experiences.
• Loyalty rewarded with more personalized service: HHonors members who book direct can better share their preferences with the hotel for a stay tailored to their requests.

To launch the “Stop Clicking Around” campaign, Hilton Worldwide enlisted the help of Fold7, a London-based marketing and advertising agency.