Emerging Travel Group (ETG) and online travel agency Agoda have formalised a cross-distribution agreement. Agoda is connecting to ETG’s global hotel inventory via RateHawk’s API (RateHawk is the group’s B2B platform), with the stated aim of adding millions of accommodation options across Europe, the US, Latin America and the Middle East to broaden choice for travellers from Asia and beyond. The agreement provides for reciprocal cross-selling between the two ecosystems.
The integration hinges on the RateHawk API and ETG’s aggregation capabilities, with the group claiming more than 360 connected suppliers. ETG says it applies a “smart, weighted” selection of the best sources to optimise price, availability and terms. While the deal opens Agoda’s access to ETG’s global stock, it is also expected to strengthen ETG’s coverage in destinations popular with its customer base.
Agoda’s deep Asia expertise and ETG’s diverse supply
The partners aim to expand supply and capture increasingly international demand. ETG views the agreement as a lever to accelerate in Asia-Pacific, where it reports average booking growth of 30% in East and Southeast Asia in 2026. For Agoda, complementarity with ETG’s aggregated inventory is intended to increase choice and conversion beyond its historic strongholds. Both groups are betting on inventory liquidity and the complementarity of their customer bases.
Danil Dachkevitch, Vice President of Strategic Partnerships at Agoda, said: “Travel discovery is becoming less linear as travelers turn to a wider range of platforms and content for inspiration. Wherever their journey begins, we want them to find accommodation that suits their trip. This partnership combines Agoda’s deep understanding of Asia and global customer reach with Emerging Travel Group’s diverse supply, giving travelers more choice across both platforms.”
ETG has previously concluded comparable integrations with Simple Booking, H10 Hotels and Meliá.
