In a major move to reshape the digital travel landscape, Emerging Travel Group (ETG)—the parent company of RateHawk, ZenHotels, and Roundtrip—has announced a far-reaching strategic partnership with global digital travel giant Agoda. The collaboration is set to significantly expand accommodation supply and cross-platform distribution, creating a more robust ecosystem for travelers across the globe.
The agreement focuses on deep technological integration, specifically connecting Agoda to ETG’s vast hotel inventory via the RateHawk API. This integration grants Agoda direct access to millions of accommodation options spanning Europe, the United States, Latin America, and the Middle East. By bolstering its supply chain, Agoda aims to offer a more comprehensive selection to its massive user base, particularly those originating from Asia, while simultaneously enhancing travel options for those heading to diverse global destinations.
For ETG, the partnership serves as a cornerstone of its current strategy to accelerate growth within the Asia-Pacific (APAC) market. According to recent data from the company, East and Southeast Asia have solidified their positions as top-tier destination markets for ETG, with bookings in the region surging by an average of 30% throughout 2026.
“Partnering with Agoda is an important step for RateHawk in the Asia-Pacific region,” said Erik Akhmetgaliev, Regional Director APAC at RateHawk. “Our hotel inventory is already highly valued by our B2B partners, and our API capabilities allow us to connect it quickly and reliably. Through Agoda, this portfolio will now reach many more travelers worldwide, supporting our continued growth and strengthening our presence in APAC.”
The partnership is equally beneficial for Agoda’s business strategy. Danil Dachkevitch, Vice President of Strategic Partnerships at Agoda, noted that the modern travel journey has become increasingly non-linear, with customers hopping across various platforms to find the perfect trip. “Wherever their journey begins, we want them to find accommodation that suits their trip,” Dachkevitch said. “This partnership combines Agoda’s deep understanding of Asia and global customer reach with Emerging Travel Group’s diverse supply.”
Beyond mere expansion, the move highlights a broader industry trend toward supply chain optimization. Nikita Elagin, Managing Director for the Consolidator Business Unit at ETG, emphasized that the company is prioritizing primary sources of inventory to improve pricing and quality. ETG currently manages a complex network of over 360 suppliers, utilizing a “smart, weighted approach” to prioritize the best available deals for its clients. By incorporating Agoda’s competitive global inventory, ETG expects to see immediate improvements in customer experience and sales performance.
As both companies move forward with this integration, the travel industry is watching closely. By leveraging the specific regional expertise of Agoda alongside the wide-reaching, B2B-focused infrastructure of ETG, the partnership positions both entities to capture a larger share of the rebounding global travel market.
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