Emerging Travel Group records growth for Turkey bookings in 2025
Emerging Travel Group (ETG), a global travel company operating the RateHawk, ZenHotels, and Roundtrip brands, has reported a 15% increase in bookings to Turkey across the company’s platforms from January to September this year. The strongest growth was driven by B2B users – travel agents and business travelers – with bookings in these categories up by 35% year-on-year.
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. Travelers working with agents, as well as corporate clients, 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.
To help Turkish hoteliers capitalize on this growth, Emerging Travel Group helps them diversify their distribution strategy and provides them easy access to an international, diversified audience, including 20 million monthly guests, more than 120,000 travel professionals, and over 30,000 corporate clients worldwide.
Simone Large, Head of Direct Supply at Emerging Travel Group, noted: “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.
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% 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.”
This year, Emerging Travel Group will present its advanced connectivity solutions at Antalya Tourism Fair 2025 (ATF25 Turkey) for the first time. From October 22nd to 24th, the company will welcome all participants at stand number B011.
Emerging Travel Group provides its customers and partners with access to more than 2.9 million accommodation options available through direct connections and more than 330 suppliers. Since 2023, ETG has been scaling its direct supply strategy. As of August 2025, the number of directly connected accommodations has reached 220,000 listings, which is a year-over-year increase of 40%. In 2024, Emerging Travel Group achieved a gross transaction value of $3.7 billion.