While many of IHG’s competitors, including Hilton and Marriott, have been running campaigns and emphasizing direct-bookings, where guests find the lowest rates for loyalty program members on the chains’ websites, Philippe Garnier, the chain’s vice president of third-party distribution, in Cancun said IHG recognizes that not everyone prefers or is able to book its properties direct.

Garnier said he welcomed the fact that there has been a deescalation of late in the rhetoric about an alleged booking war between hotels and online travel agencies. It’s not just a matter of director booking being good and third-party booking being bad, he added.