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3 minutes readWho we are
Emerging Travel Group is a global travel tech company with brands (RateHawk, Roundtrip, ZenHotels) operating in over 220 source markets since 2010. Our customers include trade partners and individuals simply booking their hotels online. We have more than 3,900 employees spread across Europe, the Americas, the Middle East, the Asia-Pacific region, the CIS, and Africa.
What changed in the integration
Previously, ETG’s integration with SynXis primarily supported larger hotel chains. The expanded model now includes independent hotels that use SynXis OTA distribution, enabling them to connect directly to ETG’s Extranet and automate rate and availability synchronization from the start.
In practical terms, this reduces the operational friction typically associated with onboarding and activation, replacing multiple manual steps with a more automated connectivity workflow.
Faster, simpler access to international distribution
The expanded integration addresses several long-standing operational barriers that have historically limited independent hotels’ ability to scale global distribution efficiently:
- Reduced onboarding complexity
- Fewer manual configuration requirements
- More consistent connectivity workflows
- Faster activation timelines
- Quicker access to international traveler demand
By simplifying the technical pathway, hotels can focus less on distribution setup and more on capturing bookings — exactly where their attention should be.
Unlocking ETG’s global travel network
Through this integration, connected properties gain access to Emerging Travel Group’s international ecosystem, spanning multiple customer segments and geographies.
ETG connects hotels with travel professionals, corporate clients, and individual travelers through its brands RateHawk, ZenHotels, and Roundtrip. For independent hotels, this creates global visibility through a single integration point — without requiring additional infrastructure investments.
Why this matters now
The timing of this expansion is particularly relevant ahead of the summer travel season, when booking demand accelerates across most markets. Reducing activation friction allows hotels to go online faster and capture demand during peak travel periods without extended setup delays.
For travel professionals using ETG platforms, this also means access to a wider and more diverse selection of independently operated properties across global destinations — improving both inventory depth and market coverage.
A shared direction in simplifying hotel distribution
Simone Large, Head of Direct Supply, Emerging Travel Group
Simone Large, Head of Direct Supply, ETG, comments: “For Emerging Travel Group, the expanded partnership with Aven Hospitality is a meaningful step forward in developing the Direct Supply stream, which remains a core driver of our growth. Our main priority is not only to connect more properties worldwide, but also to simplify the process for hoteliers and help them easily access global demand using the systems they already rely on.”
Ethan Wiseman, VP of Product Management, Aven Hospitality, points out: “With this expanded partnership, Aven is removing the barriers that have traditionally limited independent hotels, enabling them to participate in global demand as seamlessly as the world’s largest brands. By simplifying connectivity and automating complexity, we’re giving every hotel the ability to move faster and compete with confidence in a market that rewards immediacy and precision.”
Building a more accessible distribution ecosystem
This expansion reflects Emerging Travel Group’s broader Direct Supply strategy — focused on creating a more efficient and scalable distribution ecosystem in which independent hotels can connect with international demand while facing reduced technical and operational barriers.
By extending automated connectivity through SynXis, ETG continues to strengthen its infrastructure for direct hotel partnerships, enabling faster onboarding and broader market access across its global network.
For independent properties, global distribution is becoming significantly more accessible than before.
Ready to connect through SynXis?
Independent hotels using SynXis OTA distribution can now connect directly to ETG’s Extranet and reach more than 110,000 travel professionals and millions of individual travelers worldwide.
