In 2016, several major hotel brands launched aggressive campaigns to drive direct bookings. HiltonÕs is among the best known, with its catchy ÒStop Clicking AroundÓ campaign. The company claimed this was Òits largest campaign ever”. Hyatt, Marriott and Intercontinental joined the fray, and what was once just a campaign became a long-lasting news story about the big brands waging war on OTA commissions. How did it work out for them?