To incentivize guests to book directly with Hilton, the company has promoted its loyalty program and offers to match the best price offered on any website - giving travelers both the best price and loyalty rewards points.

The response has been encouraging. Hilton has seen its loyalty program jump from 36 million members in 2012 to 94 million this year. The growth of this effort is especially promising as loyalty program members represented over 60% of the hotel chain's occupancy as of the second quarter of 2019.