Hotels want to be in direct communication with their guests. Hilton has introduced a number of services for guests who book directly, including a digital check-in option that eliminates waiting in line.
Hilton also offers direct-booking guests the ability to choose their exact room, a feature similar to an airplane’s seat-map function. The guest can see the plan of each floor and click on the room they want
Loyalty programs also help steer consumers toward booking directly with hotels, with rewards points and “elite” level benefits like concierge lounges, free meals and upgrades. People book directly just to get their rewards points, which they don’t get if they book with an online site.