Don’t Click Around, Direct Booking a Better Deal Says Hilton CMO

Hilton said it is a fallacy that third parties offer a lower rate than booking directly on their website.
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Despite the bold claims of many travel Web sites, the best way to book the least expensive room at a Hilton hotel is to 'stop clicking around' and book directly, said Geraldine Calpin, chief marketing officer at Hilton Worldwide (HLT) - Get Report . Calpin said it is a fallacy that third parties offer a lower rate than Hilton Worldwide.  To combat this misconception, Calpin said the company is improving its HHonors program to give guests exclusive savings and reward them for their loyalty so they don't miss out on earning points or benefits. In 2015, 57 billion Hilton HHonors Points went unearned because guests did not book direct, according to Calpin.