Hilton Pushes Direct Sales by Targeting Small Business Travelers

Everyone in corporate travel is trying to cut out the middleman, which is awkward because half the people in corporate travel are the middleman. Hilton's gained traction with a new program for small- and medium-sized businesses and easier processes for payments.

Hilton has shifted its corporate travel strategy in recent years to focus more heavily on small- and mid-sized businesses, aiming to reduce reliance on intermediaries and drive commission-free, direct bookings.

These travelers now account for 85% of Hilton’s business bookings, up from 76% in 2019 — a shift fueled both by faster post-pandemic recovery among smaller companies and Hilton’s targeted outreach.

Last year, the company launched Hilton for Business, a platform designed to streamline travel management for these companies and deepen direct customer ties.

"A couple hundred thousand accounts have registered," said Frank Passanante, Hilton's senior vice president for global sales. "We launched a partnership with American Express in December 2024 that has accelerated enrollments."

Participating companies must join Hilton's Honors loyalty program, creating repeat customers that hotels prefer over traditional commissioned bookings.

"It's a