Three months after launching a campaign intended to get guests to book direct with the promise of lower room rates and free Wi-Fi, Hilton Worldwide reported growth in bookings through Hilton.com and its mobile app. "We have global scale in a business where scale matters and are using it to drive a more direct relationship with all of our customers," CEO Christopher Nassetta said during the company's quarterly earnings call on Wednesday. "The business we received through web direct is higher than it's ever been and is growing faster than ever, thanks to increasing share shift. The share of web direct channels in our distribution mix is growing five times that of the [online travel agency] share of growth in the quarter."

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