"We're focused on driving direct relationships and direct business," said Christopher Nassetta. "If you look at web direct channels, they remain the fastest growing channels we have and are growing at a much faster rate than OTA channels."

He credited a strong marketing push, including a recent celebrity campaign featuring actress Anna Kendrick, as helping to drive the uptick.

Meanwhile, Nassetta touted a recent expansion of the Hilton Honors loyalty program, which he says is forecasted to reach over 100 million members by the end of this year.

Related: Hilton gets boost from Marriott Loyalty-Program hiccups