Emerging Travel Group (ETG), the operator behind RateHawk, ZenHotels, and Roundtrip, is enhancing its Marketing Hub by partnering with Rippla to introduce influencer marketing into its hospitality solutions. Rippla connects businesses with over 10,000 influencers in Europe and the Middle East and offers audience data—age, location, and gender—to help hotels and travel brands identify creators whose followers align with their target market.
Felix Shpilman, CEO of ETG, emphasizes that social media and influencers are becoming vital in the travel decision-making process. The partnership will expand ETG’s marketing opportunities, enabling partners to reach travelers through relevant influencers alongside existing solutions.
Using Rippla, hospitality businesses can define target audiences based on specific criteria and tailor offers for selected influencers. An algorithm identifies the best matches for collaboration, which typically works on a barter model—hotels provide stays or experiences in exchange for content and promotion. Rippla also offers tools for managing these collaborations and tracking their performance through a subscription-based platform.
Maria Donskikh, CEO of Rippla, believes the partnership will enhance influencer marketing’s relevance and effectiveness for hospitality businesses, turning available resources into valuable marketing assets. The collaboration promises to expand Rippla’s reach within the travel industry by merging technology with ETG’s extensive network and industry insights.
