Mark Simpson (speaker) describes a trend since 2019 of rising direct bookings as guests become savvier and "click around" when shopping for hotels. He cites Hilton's 2020 advertising campaign (featuring Anna Kendrick) with the slogan "don't click around" as evidence that major chains recognized and acted on this trend.
2019 ("Year on year since 2019, direct bookings are going up...")
2020
Anna Kendrick
2018, not a chance that would happen. 2017, not a chance. The tide has been turning since 2019. Year on year since 2019, direct bookings are going up and up and up. Cause the guest is getting a bit more savvy. The guest is starting to, like, click around, book around. It's why in 2020, the Hilton chain did a full advertising campaign, hired Anna Kendrick to be, like, their model spokesperson for it. And the whole slogan around it was don't click around. So they know that this is the trend and it's starting to happen.
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