Emerging Travel Group has appointed Samyra Krooswijk as Head of Business Development, Direct Supply Middle East. The company announced the appointment on 25 June 2026 as part of its plans to expand its direct contracting business across the region.
Based in Dubai, Samyra Krooswijk will lead efforts to grow Emerging Travel Group’s portfolio of directly contracted accommodation partners across the Middle East and Turkey. The role includes building relationships with hotels and hospitality groups and supporting the company’s regional growth objectives.
Samyra Krooswijk brings more than 20 years of travel industry experience
Samyra Krooswijk joins Emerging Travel Group with more than two decades of experience in the travel and hospitality sector.
Before joining the company, she served as Vice President of Sales for the Middle East, Africa, and South Asia at Bakuun Holdings. Earlier in her career, she worked at Hotelbeds, where she focused on sales growth and partnership development across the Middle East, Africa, and South Asia.
Emerging Travel Group said the appointment supports its wider strategy to strengthen its presence in the Middle East and deepen relationships with hospitality partners across the region.
Focus on expanding direct supply partnerships
According to Emerging Travel Group, Samyra Krooswijk will oversee the expansion of its direct supply network in key regional markets.
The company said she will work closely with hotel partners and hospitality groups as it continues to increase its directly contracted accommodation portfolio. The role forms part of the company’s efforts to support long term growth across several travel markets in the region.
Simone Large, Head of Direct Supply at Emerging Travel Group, said the hospitality sector continues to face periods of uncertainty and that many hotel operators are looking to diversify their distribution strategies.
“Samyra brings deep regional expertise, strong industry relationships, and a proven commercial track record, and I am confident she will play an important role in strengthening our presence and creating more value for our hotel partners across the region,” said Large.
Executive outlines priorities for the new role
Commenting on her appointment, Samyra Krooswijk said she was pleased to join the company at a time of continued growth across the Middle East travel market.
“The value proposition that Emerging Travel Group offers to hoteliers can be a real game changer, helping them diversify their distribution strategies and drive growth amid an increasingly dynamic market environment,” she said.
Samyra Krooswijk added that she looks forward to working with the company’s team to support growth opportunities across the region.
About Emerging Travel Group
Emerging Travel Group is a UAE based travel company founded in 2010. The company operates the RateHawk, ZenHotels, and Roundtrip brands.
According to the company, its services are available in more than 190 source markets. Emerging Travel Group offers access to more than 3.2 million hotels, flights from 450 airlines, transfers across 150 countries, car rental services, and other travel products.
The company employs more than 3,900 people across the United States, Europe, North and South America, the Middle East, and South Africa.
