Emerging Travel Group (ETG), the UAE-based travel technology company, has entered a strategic partnership with Agoda to broaden the distribution of its accommodation inventory. Through the integration of ETG's hotel supply via the RateHawk API, Agoda will gain access to millions of properties across Europe, the United States, Latin America, and the Middle East.
The collaboration is designed to enhance Agoda's offerings for travellers from Asia and other global markets, providing a wider array of choices for trips to popular destinations. For ETG, the move is a key component of its strategy to strengthen its presence in the Asia-Pacific region, where Agoda has a strong customer base and deep market understanding.
Executive perspectives on the partnership
Erik Akhmetgaliev, Regional Director APAC at RateHawk, highlighted the significance of the deal: “Partnering with Agoda is an important step for RateHawk in the Asia-Pacific region. ETG's hotel inventory, with its extensive geographic coverage, is already highly valued by our B2B partners globally.”
Danil Dachkevitch, Vice President of Strategic Partnerships at Agoda, added: “This partnership combines Agoda’s deep understanding of Asia and global customer reach with Emerging Travel Group’s diverse supply, giving travellers more choice across both platforms.”
Nikita Elagin, Managing Director for Consolidator Business Unit at ETG, noted the positive impact of Agoda on sales and customer experience across various destinations. The partnership also aligns with ETG’s focus on supply chain optimisation, leveraging synergies between the two companies to enhance their offerings.
Strategic implications for the travel trade
For travel professionals, this integration means that Agoda’s platform will now feature a broader range of accommodation options, particularly in regions where ETG has strong supply. This could benefit agents and tour operators who rely on Agoda for booking, as well as those using RateHawk for B2B distribution. The partnership also underscores the growing importance of API-driven connectivity in the travel technology landscape.
ETG, founded in 2010 and headquartered in the UAE, operates travel brands for individual travellers, B2B professionals, and corporate customers in over 190 markets. The company employs more than 3,900 people globally. This deal is part of ETG's broader push to expand its footprint in Asia, a region that has seen a surge in outbound travel demand. According to recent Agoda research on Asia's food-led travel boom, culinary experiences are driving travel decisions, and the expanded supply could cater to this trend.
The partnership also comes at a time when global travel demand is rebounding, with destinations like Italy seeing air capacity growth of 5.1% as tourism spreads beyond the summer season. Such developments highlight the need for robust distribution networks to meet evolving traveller preferences.
For hoteliers, the deal offers an additional channel to reach Agoda's extensive user base, particularly in Asia. It also provides an opportunity for properties in Europe, the US, Latin America, and the Middle East to tap into the growing outbound travel market from Asia. The integration via RateHawk API ensures seamless connectivity, allowing for real-time availability and pricing updates.
Travel agents and tour operators using RateHawk can expect enhanced access to Agoda's demand, potentially driving more bookings for their clients. The partnership is expected to be mutually beneficial, with both companies leveraging their respective strengths to deliver greater value to travellers and trade partners alike.
As the travel industry continues to digitalise, partnerships like this one are becoming increasingly common. By combining supply and demand, ETG and Agoda are positioning themselves to capitalise on the growing appetite for international travel, particularly in the Asia-Pacific region. The collaboration is a clear signal of the ongoing consolidation and strategic alliances within the travel technology sector.
