The world’s largest hotel companies are pushing hard for more loyalty members to book directly with them to ensure they get a bigger piece of the pie before the pie starts to shrink.

These moves signal efforts by hotel giants to go beyond discounted rates for loyalty members who bypass third-party distributors such as online travel agencies to book direct.

Yet, OTA hotel bookings continue to grow, with both Priceline and Expedia, the world’s two largest OTAs, reporting an 11% increase in room nights booked for the first six months of 2019.