ASTA Applauds Hilton Initiative


The American Society of Travel Agents (ASTA) has commended Hilton Worldwide for its recognition of the value travel agents add as an extension of its brand and business.

On Feb. 16, Hilton launched a new campaign communicating that Hilton HHonors members can receive discounts on room rates not only when booking through its own channels, but also through preferred corporate travel partners and approved travel agents. The discount is available at more than 4,500 hotels around the world.

“Representatives of ASTA and Hilton have recently held discussions on a variety of industry issues of mutual concern. These discussions have been productive and we are appreciative of Hilton’s willingness to engage with us,” said ASTA president Zane Kerby. “Hilton’s recognition of the contribution the agency channel makes to Hilton’s success has not gone unnoticed. ASTA applauds Hilton for this action and we look forward to continued dialogue and progress on this and other topics.”

“As we make travel easier and more rewarding through personalized experiences and benefits for our guests, we are 100% committed to the travel agent community, which of course includes ASTA members,” said Andrew Flack, Hilton Worldwide, vice-president, Global Marketing. “We always have and continue to offer access to the same rates and exclusive HHonors benefits for travel agent bookings as through our own direct channels, like and the HHonors app.”