Emerging Travel Group (ETG), the parent company behind RateHawk, ZenHotels, and Roundtrip, has appointed Samyra Krooswijk as Head of Business Development for Direct Supply in the Middle East. The move signals ETG’s intent to deepen its direct contracting relationships with hotels and hospitality groups across a region that continues to see strong inbound and outbound travel demand.
Based in Dubai, Krooswijk will focus on expanding ETG’s portfolio of directly contracted accommodation partners in the Middle East and Turkey. Her mandate includes forging strategic partnerships with hotel chains and independent properties, aligning with ETG’s long-term growth objectives in these fast-growing travel markets. ETG, founded in 2010 and headquartered in the UAE, operates in over 190 markets and employs more than 3,900 people globally.
Regional Expertise and Commercial Track Record
Krooswijk brings more than two decades of experience in travel and hospitality. Most recently, she served as Vice President of Sales for the Middle East, Africa, and South Asia at Bakuun Holdings. Prior to that, she held key roles at Hotelbeds, where she drove sales growth and strengthened partnerships across the MEA and South Asia corridors. Her appointment comes as ETG seeks to accelerate its direct supply business, which competes with global distribution systems and other bed banks.
Simone Large, Head of Direct Supply at ETG, expressed confidence in Krooswijk’s ability to enhance the company’s regional presence. “Samyra brings deep regional expertise, strong industry relationships, and a proven commercial track record,” Large said. Krooswijk herself noted, “The value proposition that Emerging Travel Group offers to hoteliers can be a real game changer.”
The Middle East remains a strategic priority for ETG, given its role as a hub for both leisure and business travel. The region’s hotel pipeline is robust, with major groups like Accor, Marriott, and IHG expanding their footprints in Saudi Arabia, the UAE, and Qatar. ETG’s direct contracting model allows hoteliers to bypass third-party intermediaries, offering more favorable commission structures and greater control over inventory.
This appointment also reflects a broader trend among travel technology companies to strengthen local teams in high-growth markets. For example, Trip.com Group recently reported a 65% surge in international bookings, underscoring the importance of regional expertise. Similarly, Capella Hotel Group appointed a new chief development officer to drive global expansion, highlighting the competitive landscape for talent in hospitality.
ETG’s portfolio includes RateHawk, a B2B booking platform for travel agents, and ZenHotels, a direct-to-consumer accommodation site. The company also offers car rental services through Roundtrip. By bolstering its direct supply team in the Middle East, ETG aims to offer more competitive rates and exclusive inventory to its partners, particularly in markets like Turkey, where tourism numbers have rebounded strongly post-pandemic.
Krooswijk’s appointment is effective immediately. She will report to Simone Large and work closely with ETG’s regional teams to identify new partnership opportunities. The company has not disclosed specific targets but indicated that the Middle East and Turkey represent significant growth potential for its direct contracting business.
For travel professionals, this development underscores the importance of direct relationships in an increasingly fragmented distribution landscape. As hoteliers seek to reduce reliance on traditional GDS systems and online travel agencies, companies like ETG are positioning themselves as agile alternatives. The success of this strategy will depend on Krooswijk’s ability to leverage her network and deliver measurable results in a competitive market.
