What is ETG Marketing Hub?
ETG Marketing Hub is a dedicated advertising unit for hotels, hotel chains, and other travel businesses. It brings together marketing opportunities that help accommodation partners reach relevant audiences across Emerging Travel Group’s platforms and external channels.
What is Rippla and how can it benefit your property?
Rippla is an influencer marketing platform that helps properties connect with relevant content creators based on verified audience and engagement data. Through authentic content, properties reach potential guests in key source markets, building awareness and inspiring travel decisions before they even start comparing options. With barter-based collaborations, properties can increase their visibility while making the most of their marketing budget.
How does Rippla fit into ETG Marketing Hub?
The partnership with Rippla expands the marketing opportunities available through ETG Marketing Hub by adding targeted influencer marketing as a new channel.
Rippla connects accommodation partners with relevant content creators, helping them increase social media visibility, reach more potential guests, and build awareness through authentic content.
Accommodation partners can use Rippla alongside existing ETG marketing opportunities or as a standalone activity, depending on their goals.
Which businesses can benefit from Rippla?
Rippla is specifically designed for hospitality businesses, including individual properties, hotel chains, resorts, boutique hotels, and B&Bs. Properties can use Rippla to promote their accommodation offers as well as on-site facilities and experiences, such as restaurants, bars, spas, and other guest services through targeted influencer collaborations.
How do influencer collaborations work through Rippla?
Rippla helps reduce the manual work involved in researching creators, outreach, communication, agreements, deadlines, and follow-ups by structuring the collaboration process in one place.
The influencer collaboration includes four steps:
Define the audience and offer — Set campaign goals, target guests, and what the property can offer.
Choose creators — Review relevant creators and select those that best match the property’s goals.
Agree on content — Set the content requirements and deliverables with the selected creator.
Manage and measure — Coordinate the collaboration and track its results through Rippla.
How does Rippla help properties find relevant creators?
Properties can select creators based on verified audience data, including:
Location
Age
Gender
Engagement
Follower count
Average content performance
This helps properties focus on audience fit, rather than follower count alone.
How many creators are available?
Rippla’s network includes 10,000+ verified creators across Europe, the CIS, and the GCC. The network continues to grow and can expand based on the markets and audiences properties want to reach.
Can properties choose the creators?
Yes. Properties can review suitable candidates and make the final selection based on factors such as audience fit, geographic reach, engagement, follower count, and average content performance.
Are there barter opportunities?
Yes, properties can offer influencers such experiences as:
Complimentary stays
Dining experiences
Spa access
Other agreed property experiences
These can be exchanged for agreed social media coverage through a barter-based collaboration, without separate influencer fees.
What type of content can creators produce?
Influencers usually use Instagram as the primary platform, with deliverables such as Reels and Stories. TikTok content can also be included in selected campaigns.
Properties can additionally request reviews on platforms such as Google Maps, Apple Maps, and Tripadvisor, where appropriate.
Can properties control the number of collaborations?
Yes. Properties can decide how many collaborations to run and choose the creators, deliverables, and offers that fit their goals and available resources.
How are results measured?
Rippla provides data on metrics such as views, engagement, saves, comments, and clicks, helping properties understand which collaborations perform best and use these insights to improve future campaigns. Additionally, properties can provide influencers with unique promo codes or tracking links to measure bookings generated by individual creators.
How can I find out if Rippla is right for my property?
Check Rippla website or contact Anna Justal at [email protected] to discuss suitable opportunities for your property.