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.

Emerging Travel Group expands synxis integration for independent hotels. Emerging Travel Group has expanded its integration with SynXis by Aven Hospitality, giving independent hotels streamlined access to international traveler demand through infrastructure that has traditionally been available to large hotel chains. For years, global distribution has been easier to access for large hospitality groups with dedicated teams, technical resources, and established connectivity systems. Independent hotels - from boutique city properties to regional guesthouses - have often faced longer onboarding timelines, manual configuration, and fragmented distribution processes before receiving their first bookings. This gap is now narrowing. 3 minutes read Who Emerging Travel Group is. Emerging Travel Group is a global travel tech company with brands (RateHawk, Roundtrip, ZenHotels) operating in over 220 source markets since 2010. Its customers include trade partners and individuals simply booking their hotels online. Emerging Travel Group has 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. 190+ source markets across ETG brands 110K+ travel professionals & corporate clients ~16K hotels in the SynXis channel manager environment 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, 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. 3 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!