Christopher J. Nassetta
Analyst · Baird. Please go ahead
Yes. Yes, I mean I think, at a high level, the way to think about our book direct campaign is, it's pretty simple, it's really to make sure that we're delivering to our customers the best value and the best overall experience. And we think, by having a more direct relationship with them, we are able to do that. And we also realize that we can't have a direct relationship with absolutely every customer. And so, in those cases, we certainly want to work with other intermediaries, including the OTAs, but where we can have a direct relationship and make sure they get the best value and give them all of the other things, HHonors, benefits and digital check-in and Digital Key and all those things, we think ultimately it's a better value and better experience for them. So, we've gone on this campaign, and the one thing I want to note, that I have said on prior calls that's really important is, this is going to be – this is a long-term strategy, this isn't a flash in the pan, we're going out and doing a stop-clicking-around campaign. That's the beginning of years of effort and initiative to really evolve HHonors as a club to better serve our customers and to continue to bring more people into a very direct relationship with us. We think, if you look at the stats, when you read the transcript – sorry about that – you'll see we're having great success. I think at a high level, you look at what's going on with HHonors membership, up 80% year-over-year. You look at the channel shift that's occurring to our direct channels from other channels, particularly the OTAs, all at the same time gaining market share, okay? So, you put all that together, I'd say we're having very good success, but it's early days clearly, this just really kicked off in February, March. It's going to go on for years. We're going to have to stay very vigilant, again, with the objective, giving our customers the best value and the best experience. In terms of our owner community, and obviously you can speak with them. I'd say broadly, our owner community is, to say they're supportive would be an understatement. I think our owner community is incredibly focused on these issues and distribution costs and ultimately are having a more direct relationship with our customers. They have been very, very supportive, as a group, of all of our initiatives, and I believe that they are benefiting from it. If you look at it the way that we have to look at it, which is what's going on with – on a net rate basis, if you look at what's going on as a consequence of the channel shift that has occurred to our direct channels, on a net rate basis, our owners across the board, in every segment of our transient distribution, are doing better on a net rate basis, because even though, with HHonors discounts, which vary depending on day of the week and forward time, et cetera, but always there is some discount to HHonors members because they shift our channels and the cost of our channels, particularly our app, are de minimis relative to the other channels. On a net rate basis, our owners are making out in a big way. As this continues, if we're successful, and we certainly plan to be, I think the net rate benefit is going to accelerate, and that is the objective. So I think everybody is – our ownership community is quite supportive. I'm sure like anything, you could find somebody that's not, but I think we're really focused on this. They for years, together with us, have been focused on making sure that we have good strategies in place, to make sure that our distribution costs are reasonable.