Airlines, hotels, and tour operators that were once happy to have intermediaries distribute their products are looking at new ways to entice customers back into the fold.

Delta’s tactic in this battle is an improved loyalty offering. Earlier this year it signed a new contract with American Express, worth an estimated $7 billion a year by 2023. Loyalty revenues grew 19 percent to $1.2 billion in the quarter, including around $100 million benefit from the American Express deal.

“Our strategy has been to build something that consumers want to buy and let them chose how they buy it and that’s led to a continuation of a migration towards Delta direct channels and Delta loyal customers and I think that’s how we see the landscape continuing to evolve,” said Delta President Glen Hauenstein.