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InterContinental Hotels Group‘s 2016 financials show that bookings via its direct channels are up 5% year-on-year.

Talking to analysts, CEO Richard Solomons said that “consumers understand the benefits of booking direct” and that direct bookings provided richer data and generated brand loyalty.

He added that when its Guest Reservation System comes online this year, it will offer more direct booking possibilities for its brands and increase the proportion even more.

When asked about its relationship with the OTAs, he repeated the party line that “for price-sensitive leisure travellers, OTAs are a good route to market for us. They are expensive, but if they can deliver profitable and incremental business, we’ll go for it.”