Emerging Travel Group on AI, Smarter Distribution, and the Future of Travel Tech

Contents

• Built on tech, grown on trust
• Not more bookings. Better ones
• AI is already working. You just don’t see it
• New products, but the core bet stays the same
• Why Latin America and Spain are the next Big Push
• Why human expertise still matters

Simone Large, Head of Direct Supply, Emerging Travel Group

Built on tech, grown on trust

Over the past decade, Emerging Travel Group has expanded from a single-product company into a broader ecosystem spanning B2C, B2B, and B2A distribution models, including API connectivity, payment solutions, and direct hotel partnerships.

According to Large, ETG’s growth has been driven not only by technology, but by the company’s ability to combine scalable travel tech with a deep understanding of real-world hotel operations. This distinction matters for hoteliers and buyers evaluating B2B platforms: many tech-forward companies excel in UX but struggle with the operational complexity of large-scale distribution.

Agility is another differentiator. Unlike many large industry players, ETG has retained the ability to listen quickly and adapt just as fast, which becomes harder to sustain as companies scale.

The company also continues to emphasize local market adaptation as part of its global strategy. While ETG operates internationally, Large noted that each region requires a distinct commercial and operational approach.

Not more bookings. Better ones

One of the recurring themes throughout the conversation was complexity, and the growing operational pressure faced by hotels and travel businesses.

ETG positions itself around operational simplicity and flexibility, working with hotels through multiple connectivity models: channel managers, APIs, marketplaces, and extranets. The goal is to reduce friction rather than add new layers.

But simplicity is only part of the story. The sharper insight from the conversation was about demand quality and a shift in how hotels think about distribution performance.

“The real question today is not simply “Are we filling rooms?” but “Are we filling the hotel with the right customer?””

ETG’s data supports this. In Spain, bookings made through travel agencies generated an average nightly rate of $218, compared to $142 for direct individual bookings, and were booked an average of 40 days in advance, versus 31 days for individual travelers. For hoteliers, this translates into better revenue performance and more predictable forward booking windows, a pattern that holds across multiple markets.

AI is already working. You just don’t see it

Artificial intelligence became one of the central topics of conversation, though ETG’s approach focuses less on hype and more on operational application. Large described AI not as a single disruption but as a collection of capabilities embedded throughout the booking journey, often invisible to the end user—yet noticeable in how everything works faster and more accurately.

ETG currently uses AI-powered systems to consolidate and structure hotel content from over 330 suppliers, helping reduce duplication and errors across inventory sources. Predictive tools scan bookings before guest arrival to flag risks like payment discrepancies or reservation issues, problems that previously required manual review at scale.

But perhaps the most forward-looking part of the discussion focused on how AI may reshape hotel distribution itself.

As booking assistants and conversational interfaces become more prevalent, structured content and clean data will increasingly determine who gets found. For hoteliers, this is a signal worth acting on now, not later.

New products, but the core bet stays the same

Although ETG continues to expand its broader travel offering by adding new verticals such as cruises and insurance through RateHawk, its B2B platform serving over 120,000 travel professionals worldwide, as well as accommodation and direct contracting, remain central to the company’s long-term strategy.

Large described direct supply as one of ETG’s core competitive advantages, particularly as hotels seek more strategic and transparent partnerships. The conversation around what hotels expect from B2B platforms has matured considerably.

Control and transparency matter too, over rates, availability, and payments. The industry is moving clearly away from transactional relationships toward deeper strategic collaboration — hotels want partners who help them grow, not just distribute inventory.

Why Latin America and Spain are the next Big Push

ETG identified Southern Europe and Latin America as two of its most important growth regions, and the approach in each reflects the company’s commitment to local adaptation.

In Latin America, B2B adoption is accelerating. Mexico has seen 26% growth in ETG’s B2B business; Argentina, from a smaller base, is up 70%. Adapting to local payment preferences, financing models, and booking behavior has been central to gaining traction.

Spain remains one of ETG’s most strategic markets, combining demand for leisure, luxury, and international travel. The company recorded 23% year-over-year booking growth, with travel agency bookings leading at 35%.  A recent milestone: the direct integration with Meliá Hotels International, one of Europe’s largest hotel groups, which added over 400 properties across 40 countries to ETG’s portfolio and gave Meliá direct access to the RateHawk network across 190 markets. 

ETG continues to invest in local teams, direct contracting, and regional partnerships, including with major hotel groups such as Meliá Hotels International and H10.

Why human expertise still matters

Despite the rapid acceleration of automation and AI adoption, Large believes the future of travel will continue to depend heavily on human expertise. The argument isn’t sentimental — it’s structural.

“Travel isn’t simply a transaction; it’s a very personal experience for each consumer.”

People travel for emotions, experiences, and connection. Technology can make the process faster, more personalized, and more efficient, but it can’t replicate the human understanding behind a well-placed recommendation or a relationship built over years. Platforms like RateHawk are designed to empower travel professionals, not replace them.

“The future isn’t technology versus people. It’s technology empowering people and helping create better experiences.”

ETG’s answer to that balance is visible in how RateHawk is built — not as a booking engine that bypasses the travel agent, but as a platform designed to make the agent faster, better informed, and more competitive. The 120,000+ travel professionals using it aren’t being automated out of the journey. They’re being given better tools to stay in it. That’s the approach ETG continues to invest in: combining technology, expertise, and trusted partnerships to help travel professionals and hoteliers grow more efficiently in an increasingly complex distribution landscape.

Watch the full interview on Smart Travel News!