Emerging Travel Group (ETG), the global travel technology company behind brands such as RateHawk and ZenHotels, has struck a strategic partnership with Rippla, a data-driven influencer marketing platform. The collaboration, announced on 14 September 2026, embeds influencer marketing directly into ETG's Marketing Hub, giving travel brands a new channel to reach audiences across Europe and the Middle East.
The deal grants ETG's advertising partners access to Rippla's network of more than 10,000 social media influencers. These creators provide granular audience insights—age, location, gender—that allow hospitality businesses to fine-tune their campaigns to specific demographics. Felix Shpilman, CEO of ETG, underscored the growing role of social media in travel decisions: "Social media and influencers are increasingly shaping how travellers discover, consider, book and experience travel."
How the Rippla integration works
Rippla's platform lets hotels and other hospitality businesses define their target audience and craft tailored offers for selected creators. The platform's algorithm matches influencers whose audiences align with the target profile, facilitating collaborations on a barter basis. Hotels can offer complimentary stays or experiences in exchange for content and promotion, with Rippla providing tools to manage and track these partnerships.
Maria Donskikh, CEO of Rippla, expressed enthusiasm about the partnership: "By combining our technology and influencer marketing expertise with ETG's deep understanding of the travel industry and its global network, we can continue developing the product and bring it to a much broader community of travel professionals and brands."
For travel brands, the integration promises enhanced visibility and business growth, leveraging ETG's extensive reach across leisure, business, and travel trade segments. The Marketing Hub already offers a suite of marketing tools, and this addition positions it as a one-stop shop for brands looking to diversify their acquisition channels.
The move comes as influencer marketing becomes increasingly regulated in key markets. For instance, Dubai's influencer ad rules have raised compliance costs for tourism stakeholders, making data-driven platforms like Rippla more attractive for ensuring transparent and effective collaborations.
ETG's partnership with Rippla also aligns with broader industry trends of technology-enabled partnerships. For example, Agoda and the Singapore Tourism Board have deepened their tech-driven collaboration, while Klook and Mastercard are expanding their Asia-Pacific partnership for experience-led travel. These moves underscore the growing importance of digital marketing and data analytics in the travel sector.
For hoteliers and tour operators, the ability to tap into influencer networks without upfront cash outlays—through barter arrangements—could be particularly appealing in a cost-conscious environment. The Rippla platform also offers analytics to measure the impact of campaigns, addressing a common pain point in influencer marketing.
ETG's decision to integrate Rippla into its Marketing Hub reflects a broader shift toward influencer-driven discovery in travel. As social media platforms continue to influence booking decisions, partnerships like this are likely to become more common among travel technology providers.
