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5 minutes readContents
- What the data shows
- ETG at the ITH Innovative Summit
- How the partnership works
- Built to fit how hoteliers work
- What’s next?
Who we are
Emerging Travel Group (ETG) is a global travel technology company connecting hotels with travel professionals, corporate travel managers, and individual travelers worldwide. Through its brands — RateHawk, Roundtrip, and ZenHotels — ETG helps accommodation providers access demand from more than 110,000 travel professionals, 30,000+ corporate clients, and millions of travelers across 190 source markets.
What the data shows
Today’s travelers use a growing variety of channels to plan and book their trips. While direct bookings remain an important part of every hotel’s strategy, travel advisors, agencies, tour operators, and corporate travel managers continue to play a critical role in driving demand.
For hoteliers, this audience represents more than just additional bookings.
According to ETG data, travelers booking through RateHawk generated an average daily rate (ADR) of €197 and an average trip value (ATV) of €860 in Spain. By comparison, individual travelers booked at an ADR of €138 and an ATV of €608.
Booking behavior also differs significantly. Agency bookings were made an average of 56 days before arrival, compared to 39 days for direct online bookings, giving hotels greater visibility into future demand and helping teams forecast occupancy more accurately.
These trends highlight why B2B distribution has become an increasingly important component of a balanced commercial strategy. In addition to bringing higher-value bookings, travel professionals help hotels access international demand, diversify guest segments, and reduce reliance on a limited number of sales channels.
Commenting on the partnership, Simone Large, Head of Direct Supply at Emerging Travel Group, said:
Simone Large, Head of Direct Supply, Emerging Travel Group
B2B channels in particular are becoming an increasingly important source of stable, high-quality demand that strengthens the overall distribution approach. Through our partnership with ITH, we look forward to helping hoteliers across Spain access new demand sources and unlock additional growth opportunities.”
ETG at the ITH Innovative Summit
Emerging Travel Group took part in the ITH Innovative Summit on June 9-10 in Madrid, one of the Spanish hospitality industry’s most important gatherings for technology and distribution leaders.
On June 10, Simone Large joined the roundtable “Distribution & AI: How Algorithms Influence Hotel Choice” — a 30-minute session that brought together executives from ParatyTech, Destinia, and Septeo to discuss how artificial intelligence is reshaping how hotels are discovered and selected.
The conversation centered on a shift that’s already underway. As Simone framed it:
That inversion from search engine to recommendation engine is changing what it means for a hotel to be visible at all. The practical implication, she argued, isn’t primarily technical. It’s about identity:
Simone also addressed the strategic question of which distribution partners hotels should be prioritizing as this shift accelerates:
The session underscored a theme central to ETG’s work with ITH: that distribution and technology are no longer separate conversations for hoteliers — and that the platforms hotels choose to work with today will shape their visibility in an increasingly AI-mediated market.
How the partnership works
ETG reaches travelers across the full booking spectrum through RateHawk for travel professionals, Roundtrip for corporate travel managers, and ZenHotels for individual travelers. For Spanish hoteliers, that means a single partnership opening doors to 20+ million monthly travelers, 30,000+ corporate clients, and demand from across Europe, the Middle East, APAC, and North America.
The scale is significant, but so is the diversity. Travelers booking through each channel have different behaviors, booking windows, and expectations. Travel professionals book earlier, spend more, and stay longer. Corporate travel managers need integration with procurement systems. Individual bookers want speed and reviews. Through a single partnership, hotels can access demand across leisure, corporate, and travel professional segments.
For Spanish hoteliers, this means exposure to international demand at scale, without the complexity of managing relationships across multiple platforms.
Built to fit how hoteliers work
Expanding reach is only one part of the equation. Managing distribution efficiently is equally important.
ETG provides hotel partners with flexible connectivity options, including the ETG Extranet, channel manager integrations, direct API connections, and switch platforms. Depending on their preferred setup, hoteliers can manage inventory, pricing, availability, bookings, and promotions through a streamlined workflow.
The company also offers flexible payment models, promotional tools designed to improve visibility, and dedicated 24/7 hotelier support to help partners operate efficiently and respond quickly to market changes.
Through the partnership with ITH, Spanish hotels gain easier access to both ETG’s global demand network and the technology infrastructure required to manage it effectively.
What’s next?
Spain continues to attract strong international demand, but competition for that demand is intensifying. Hotels that diversify now across B2B, corporate, and professional travel channels will be better placed to maintain occupancy when market conditions shift.
If you’re a Spanish hotelier looking to connect with ETG’s global network,
