Emerging Travel Group (ETG) has expanded its Marketing Hub to include hundreds of external media providers and advertising channels, as the travel technology group looks to help brands reach more targeted audiences using first-party travel data.
The expanded offering extends the reach of ETG Marketing Hub beyond the group's own platforms, which include RateHawk, ZenHotels and Roundtrip, across social media, display, video, connected TV (CTV), digital out-of-home (DOOH) and audio advertising.
The move allows hotels, airlines, tourism boards and other travel brands to target both consumer and business audiences based on their travel interests, demonstrated intent and similar audience profiles.
ETG said the expanded network would enable advertisers to extend the reach of their campaigns while gaining greater visibility into performance.
“With a wealth of experience in travel technology, extensive first-party data and a deep understanding of traveller behaviour, we have a strong foundation for building effective advertising campaigns,” said Anna Kladova, chief marketing officer at Emerging Travel Group.
The offering is designed to support a range of marketing objectives, from increasing hotel occupancy and promoting airline routes and seasonal offers to attracting more visitors to destinations.
ETG Marketing Hub covers the campaign process from media planning and audience targeting through to post-campaign reporting. Its audience reach includes leisure and business travellers, as well as a network of more than 110,000 travel professionals across 180 countries.
The group will showcase its expanded marketing solutions at World Travel Market (WTM) London, which takes place from November 3-5, where it will discuss opportunities for travel brands to use its advertising capabilities and first-party insights.
Launched in September, ETG Marketing Hub was initially designed to help travel brands manage advertising campaigns across ETG's own platforms and external channels. The offering was subsequently expanded to include influencer marketing through a partnership with platform Rippla.
The latest development further broadens the hub's capabilities, positioning it as a channel through which travel brands can combine ETG's travel audience insights with a wider range of digital and offline advertising opportunities.
