How Sallés Hotels achieved 200% annual sales growth with Emerging Travel Group. Managing a dual-brand hotel portfolio across five regions means serving different traveler segments through different distribution channels. Leisure resorts in natural settings and urban business hotels have little in common in terms of demand, and reaching both audiences efficiently requires a distribution strategy designed to accommodate that complexity. For Sallés Hotels, the goal was clear: expand the distribution network, reach a broader international demand base, and consolidate presence in key global markets. By partnering with Emerging Travel Group (ETG), the Spanish hospitality group strengthened its international reach and recorded 200% annual growth in sales through ETG's platform. 4 minutes read Contents. About Sallés Hotels. Sallés Hotels is a Spain-based hotel group operating 10 four- and five-star properties across Costa Brava, Barcelona, Málaga, Ciudad Real, and Mallorca. The group operates under two distinct brands. Sallés Collection brings together boutique hotels, leisure properties, and resorts in unique natural settings - from the Empordà countryside to the Badalona coast, with a focus on wellness, romance, and immersive experiences. Sallés Comfort focuses on urban hotels designed for business and leisure travelers, located in central city locations or near major airports, including those in Barcelona and Girona. With a guest mix spanning leisure travelers, couples, families, wellness tourists, and MICE clients, the group manages a wide range of demand profiles across its portfolio. Why Sallés Hotels expanded its distribution. Before partnering with ETG, Sallés Hotels was still a high-performing business. Instead, the objective was strategic: to reach demand that existing channels weren't fully capturing. As the Sallés Hotels team explained: "At Sallés Hotels, our goal was to optimize our distribution strategy, with a focus on accessing a broader global demand network and consolidating our presence in strategic international markets." How the partnership works in practice. By joining ETG, Sallés Hotels gained access to ETG's global travel distribution ecosystem that includes RateHawk, Roundtrip, and ZenHotels - connecting hotels with travel agencies, corporate clients, and independent travelers worldwide. Sallés Hotels operates under the ETG Hybrid model, giving the group flexibility across both Merchant and Agency payment flows depending on the booking context. Connectivity is managed through SiteMinder, with rates and availability synchronized automatically across all properties - integrating naturally with the group's existing PMS, channel manager, and revenue management systems. Through the ETG Extranet, the team manages inventory, rates, and content from a single account, monitors performance through data analytics, and connects to an extensive international network of travel trade partners, supported by ETG's dedicated account management team. To support a portfolio that serves both leisure and business travelers, the group also uses package rates and long-stay promotions to match demand across its two brands. When Emerging Travel Group asked what stood out, the team pointed to advanced connectivity, data analytics, real-time rate and inventory management, access to an extensive international network, and personalized service. What Sallés Hotels values most: * Advanced connectivity * Data analytics * Real-time rate and inventory management * Access to an extensive international network * Personalized account management Results and business impact. Distribution growth rarely happens overnight and is the result of consistent access to the right demand, through the right channels, over time. For Sallés Hotels, that consistency translated into measurable results. Since partnering with ETG, Hotels can choose from the group has achieved 200% annual sales growth through ETG's platform.Sallés Hotels has also diversified its international booking sources, lifted conversion across its properties, and strengthened its presence in priority source markets - all without adding operational complexity. Grow your hotel business with ETG. Whether you manage a single property or a multi-brand portfolio, reaching the right travelers across the right markets requires a distribution strategy that goes beyond traditional channels. Join more than 250,000 hotel partners worldwide and connect your property to a global travel distribution ecosystem that includes RateHawk, Roundtrip, and ZenHotels - giving you access to travel agencies, corporate clients, and independent travelers across 190+ source markets. Today, ETG works with: * 250,000+ directly connected accommodations * 130k travel agents + corp clients across 190+ source markets * 130,000+ bookings per week across all platforms * 70+ channel manager integrations Hotels can choose from multiple payment models, including Merchant, Agency, and Hybrid, allowing them to select the setup that best aligns with their commercial strategy and operational requirements. With ETG, you can: * Reach travelers through three distribution platforms * Access global B2B and corporate demand * Manage rates and availability through a single Extranet * Connect through 70+ channel manager integrations * Launch promotions to increase visibility and conversion 4 minutes read Editorial Board of Emerging Blog Emerging Travel Group is here to showcase the vibrant corporate culture of Emerging Travel Group, cutting-edge technologies, and the tech stack that drives its company's success. Through stories of its passion for what Emerging Travel Group do and how Emerging Travel Group build trust, Emerging Travel Group aim to inspire collaboration and continuous innovation!

Emerging Travel Group names Middle East business development lead. News 26/06/26 by Misbaah Mansuri Senior executive to helm hotel partnership expansion across the region Emerging Travel Group (ETG) has strengthened its Middle East presence with the appointment of Samyra Krooswijk as Head of Business Development, Direct Supply Middle East. Based in Dubai, Krooswijk will lead the expansion of ETG's portfolio of directly contracted hotel partners across the Middle East and Türkiye, while also focusing on building strategic partnerships with key hospitality groups in new markets as the company grows its direct contracting business across the region. Krooswijk brings more than 20 years of experience in the travel and hospitality sector. She joins ETG from Bakuun Holdings, where she served as Vice President of Sales for the Middle East, Africa and South Asia, and previously held commercial leadership roles at Hotelbeds. Simone Large, Head of Direct Supply at ETG, said: "Samyra brings deep regional expertise, strong industry relationships and a proven commercial track record, and I am confident she will play an important role in strengthening our presence and creating more value for our hotel partners across the region." Commenting on her appointment, Krooswijk said: "I'm excited to join Emerging Travel Group and bring my experience in the Middle East to the company at such an important time for the region. The value proposition that Emerging Travel Group offers to hoteliers can be a real game changer, helping them diversify their distribution strategies and drive growth amid an increasingly dynamic market environment." Earlier this year, ETG announced plans to expand its technology capabilities and strengthen its API offering as it entered its second decade. The company's B2B booking platform, RateHawk, also released a report with Phocuswright at its recent Futurecast conference, highlighting 10 trends expected to shape travel distribution over the next decade.