Emerging Travel Group sees surge in Turkey bookings this year

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Emerging Travel Group sees surge in Turkey bookings this year

Growth was primarily driven by B2B users, both travel agents and business travellers

Global travel conglomerate Emerging Travel Group (ETG) reports an increase of around 15 percent in bookings to Turkey on its platforms from January to September of this year.

The growth seen on RateHawk, Roundtrip, and ZenHotels was primarily driven by B2B users, both travel agents and business travellers.

That said, bookings in their categories rose by 35 percent year-on-year.

According to ETG's head of direct supply Simone Large: "Turkey consistently ranks among the top booked destinations across our platforms, drawing strong demand from a wide range of travelers. As a result, more Turkish property owners are choosing ETG as their trusted partner, which is reflected in an 11 percent year-over-year increase in directly contracted properties. We are committed to building on this momentum and aim to double the number of direct accommodation supply in Turkey by summer.”

Relevant findings

ETG’s analytics show both similarities and differences in travel preferences across all the Group’s platforms.

In most cases, all travelers chose Istanbul, Antalya, and Alanya, which consistently ranked at the top of all the company’s services.

At the same time, individual tourists more frequently opted for seaside towns such as Kaş, Manavgat, Kemer, Marmaris.

Travel agents booking accommodations for their clients through the RateHawk platform also chose for their trips Belek, Ölüdeniz and Ankara.

Corporate clients, in turn, most often visited Istanbul for their business trips, but also opted for other business centers and transport hubs such as Ankara, Izmir, Bursa, and Mersin.

Individual tourists spent an average of €103 per night (ADR), with the majority of bookings made for 3-star and 4-star hotels; meanwhile, corporate clients and travellers working with agents showed a preference for higher-category properties, paying more for their trips.

The average nightly spend among these travelers was €156 for bookings made through agents and €218 for corporate bookings, with both groups primarily choosing 4-star and 5-star hotels.

Leisure travelers, whether booking trips individually or through agents, demonstrated an increase in trips from May to September, with the highest numbers observed in August and September.

Demand from business travelers was relatively stable throughout the year, though a slight increase was also recorded between May and September.

How ETG can help Turkish hoteliers make the most of the boom

To help Turkish hoteliers capitalize on this growth, Emerging Travel Group helps them diversify their distribution strategy.

At the same time, it provides them access to an international, diversified audience, including 20 million monthly guests, more than 120,000 travel professionals, and over 30,000 corporate clients worldwide.

As Large puts it: “Partnership with Emerging Travel Group gives property owners access to a wide and diverse audience, including our strong global B2B network of travel agents and corporate clients. Hoteliers in Turkey also benefit from the dedicated support of our local team, who help optimize sales strategies, along with flexible payment solutions and targeted marketing tools. This comprehensive approach enables accommodation providers to secure high-value bookings and maintain steady occupancy throughout the year, even during off-peak seasons."

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Emerging Travel Group sees surge in Turkey bookings this year

Growth was primarily driven by B2B users, both travel agents and business travellers

Global travel conglomerate Emerging Travel Group (ETG) reports an increase of around 15 percent in bookings to Turkey on its platforms from January to September of this year.

The growth seen on RateHawk, Roundtrip, and ZenHotels was primarily driven by B2B users, both travel agents and business travellers.

That said, bookings in their categories rose by 35 percent year-on-year.

According to ETG's head of direct supply Simone Large: "Turkey consistently ranks among the top booked destinations across our platforms, drawing strong demand from a wide range of travelers. As a result, more Turkish property owners are choosing ETG as their trusted partner, which is reflected in an 11 percent year-over-year increase in directly contracted properties. We are committed to building on this momentum and aim to double the number of direct accommodation supply in Turkey by summer.”

Relevant findings

ETG’s analytics show both similarities and differences in travel preferences across all the Group’s platforms.

In most cases, all travelers chose Istanbul, Antalya, and Alanya, which consistently ranked at the top of all the company’s services.

At the same time, individual tourists more frequently opted for seaside towns such as Kaş, Manavgat, Kemer, Marmaris.

Travel agents booking accommodations for their clients through the RateHawk platform also chose for their trips Belek, Ölüdeniz and Ankara.

Corporate clients, in turn, most often visited Istanbul for their business trips, but also opted for other business centers and transport hubs such as Ankara, Izmir, Bursa, and Mersin.

Individual tourists spent an average of €103 per night (ADR), with the majority of bookings made for 3-star and 4-star hotels; meanwhile, corporate clients and travellers working with agents showed a preference for higher-category properties, paying more for their trips.

The average nightly spend among these travelers was €156 for bookings made through agents and €218 for corporate bookings, with both groups primarily choosing 4-star and 5-star hotels.

Leisure travelers, whether booking trips individually or through agents, demonstrated an increase in trips from May to September, with the highest numbers observed in August and September.

Demand from business travelers was relatively stable throughout the year, though a slight increase was also recorded between May and September.

How ETG can help Turkish hoteliers make the most of the boom

To help Turkish hoteliers capitalize on this growth, Emerging Travel Group helps them diversify their distribution strategy.

At the same time, it provides them access to an international, diversified audience, including 20 million monthly guests, more than 120,000 travel professionals, and over 30,000 corporate clients worldwide.

As Large puts it: “Partnership with Emerging Travel Group gives property owners access to a wide and diverse audience, including our strong global B2B network of travel agents and corporate clients. Hoteliers in Turkey also benefit from the dedicated support of our local team, who help optimize sales strategies, along with flexible payment solutions and targeted marketing tools. This comprehensive approach enables accommodation providers to secure high-value bookings and maintain steady occupancy throughout the year, even during off-peak seasons."

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