Why Hilton Is Emphasizing the Benefits of Membership

Direct booking comes with perks — for guests and the hotel chain

anna kendrick hilton ad
Anna Kendrick reprises her starring role in the latest "Expect Better. Expect Hilton" campaign. Hilton

With a loyalty program that will soon reach 100 million guests, Hilton Worldwide is doubling down on its message to customers, asking them to skip the middleman and book their stays directly with hotels.

@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.