Agoda
- Company typePrivate
- Founded2005
- HeadquartersSingapore, Singapore
- Headcount5,001–10,000
- GTM typeB2C
- OfferingDigital Commerce or Content
Agoda firmographics
Firmographics- Name
- Agoda
- Legal name
- Agoda Company Pte. Ltd.
- Website
- https://agoda.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Agoda industry classification
Industry- Product category
- Online Travel Agency
- NAICS
- Travel Agencies (56151), All Other Travel Arrangement and Reservation Services (561599)
- SIC
- Transportation Services (4700)
- akta.pro primary industry
- Online Travel Agencies (OTAs) & Meta-Search (BPAMAIAA)
- akta.pro secondary industries
- B2B OTA/White-Label Booking Platforms & Affiliate Networks (THAKAAAO), Price Tracking, Alerts & Deal Discovery (Fare Prediction/Watchlists) (THALAEAJ), B2B Metasearch & White-Label Comparison Widgets (THALAEAK), White-Label Travel Supply Providers (B2B2C Inventory & Packaging) (THAKAJAJ)
Keywords
Where Agoda is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices6 records
Markets served
Agoda business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Travel Product Commission: Agoda earns commissions from accommodation providers (hotels and homes) for bookings made through its platform. Commission rates vary by property type, market, and partnership level. The platform also earns commissions on flight bookings and activity reservations.
- Promotional Campaigns and Featured Listings: Hoteliers pay for promotional placements, featured badges, and homepage banners during high-demand periods like the 21st Birthday Sale. The company offers marketing tools to accommodation partners to increase visibility during peak travel demand periods.
- Travel Data Monetization: Agoda monetizes first-party travel data through programmatic advertising partnerships, enabling brands to reach high-intent travelers across digital channels including Connected TV, streaming platforms, podcasts, mobile apps, and display networks through The Trade Desk partnership.
- B2B Platform Licensing: Through Rocket Travel by Agoda, the company provides white-label travel booking infrastructure to airlines, banks, and loyalty programs. Partners like Mastercard integrate Agoda's global travel inventory into their redemption suites, and China Airlines launched StayMiles platform managed by Rocket Travel by Agoda.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | 21st Birthday Sale - Up to 60% off hotel bookings |
| Transaction based/ take rate | Pay-as-you-go | Standard hotel bookings - Variable pricing |
| Transaction based/ take rate | Pay-as-you-go | Eco Deals - Up to 15% off at participating properties |
| Transaction based/ take rate | Pay-as-you-go | KakaoBank Partnership - Up to 10% discount for selected destinations |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Agoda product offering
Product offeringCore offering
Agoda operates a digital travel platform that aggregates hotel, flight, and activity inventory, enabling consumers worldwide to search, compare, and book travel products across more than 6 million properties, 130,000 flight routes, and 300,000 activities. The company also provides B2B white-label travel infrastructure through its Rocket Travel by Agoda division, enabling banks, airlines, and loyalty programs to embed travel booking capabilities into their own platforms.
Product overview
Agoda is a Singapore-based digital travel platform and part of Booking Holdings, operating a multi-product booking platform offering hotels, flights, activities, and bundled packages across over 200 markets with access to over 6 million properties, 130,000 flight routes, and 300,000 activities. The core platform is complemented by the Multi-Product Booking Engine that integrates hotels, flights, and activities into a single checkout. Additional offerings include AI-powered features like the Review-Photo Integration system, Cross-Device Customer Support with real-time translation, and the VIP Diamond loyalty program with free eSIM benefits. The Rocket Travel by Agoda division handles B2B partnerships including loyalty integrations with Mastercard, China Airlines StayMiles, and JCB. Agoda also offers developer tools including the open-source APIAgent for MCP server creation, and operates sustainability initiatives like the Eco Deals program with WWF and the Agoda Impact Lab for industry innovation.
Differentiator
Problem solved
Functional benefit
Products and services
- Agoda Hotels & Homes Booking Platform Digital platform for travelers to search, compare, and book accommodations across over 6 million hotels, resorts, homestays, and alternative lodging properties globally. Targets individual travelers seeking leisure and business accommodation bookings.
- Agoda Flights Flight booking service providing access to over 130,000 flight routes worldwide, integrated with the hotel booking platform for seamless trip planning. Targets travelers booking standalone flights or as part of multi-product itineraries.
- Agoda Activities Activities booking service offering access to over 300,000 tours, attractions, and experiences worldwide, available as part of the unified multi-product booking system. Targets travelers seeking experiences and tours at destinations.
- Flight + Hotel Packages Bundled travel packages combining flight and hotel bookings in a single transaction, designed to provide cost savings and convenience for travelers planning integrated trips.
- Rocket Travel by Agoda (B2B White-Label Platform) Strategic B2B partnerships division providing white-label travel booking infrastructure to airlines, banks, and loyalty programs. Manages complete customer journey from search to booking to customer service. Powers partnerships including Mastercard Global Redemption Suite, China Airlines StayMiles, KakaoBank integration, and JCB cardmember programs.
- Agoda eSIM Free global eSIM service available exclusively for VIP Diamond members, providing 1GB of data valid for seven days that can be activated through the Agoda app before international travel on iOS and Android devices.
- StayMiles (China Airlines Hotel Booking Platform) Hotel booking platform launched in partnership with China Airlines through Rocket Travel by Agoda, enabling members to earn and redeem miles on hotel stays globally with access to over 600,000 hotels. Members can redeem stays from 1,000 miles and earn up to 10,000 miles per night.
- APIAgent (Open-Source MCP Server Tool) Open-source developer tool that converts any REST or GraphQL API into a Model Context Protocol (MCP) server without requiring code or deployment. Uses DuckDB for SQL post-processing and features Recipe Learning to cache successful query traces as parameterized templates, reducing latency and LLM costs. Adopted by enterprise and startup developers worldwide for AI integration.
Quantifiable outcome
- Hotels with advanced localization report 59% stronger RevPAR impact and 95% increased repeat bookings
- +3 more outcomes
Companies that use Agoda
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Agoda technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability15 records
Feature6 records
Agoda partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- KakaoBankcoreIntegration of hotel booking services into KakaoBank mobile application, allowing 30+ million users to browse, compare, and book accommodations from Agoda's global inventory with discounts up to 10% for selected destinations. Targets growing domestic travel trend in South Korea where 49% plan to travel more domestically.
- Vinpearl Joint Stock CompanycoreStrategic partnership with Vinpearl to expand international reach of its hospitality, leisure, and entertainment ecosystem including VinWonders theme parks and resorts across destinations like Phu Quoc, Nha Trang, and Da Nang. Agreements signed at Vietnam-Thailand Business Forum and Vietnam-Singapore Technology Connectivity Forum as part of official state visits.
- Philippines Department of TourismcoreStrategic partnership to promote Philippine tourism through joint marketing initiatives, training programs covering digital transformation and service excellence, and sustainable tourism practices. Collaboration leverages Agoda's global accommodation network alongside DOT's destination management expertise to boost inbound travel and support tourism professionals.
- The Trade DeskcorePartnership combining Agoda's first-party travel data with The Trade Desk's programmatic infrastructure to target high-intent travelers across Connected TV, streaming platforms, podcasts, mobile apps, digital billboards, and display networks in APAC. Enables monetization of traveler intent data across the digital ecosystem.
- Busan City GovernmentminorWorkcation promotion program starting May 6, focusing on inbound markets from Japan, China, and Taiwan. Offers foreign remote workers streamlined verification, accommodation discounts via dedicated promo codes, and access to the city's 708 square-meter workcation center opened in 2023. Supports Busan's goal of 5 million foreign tourists by 2028.
- Tourism Promotion Organization for Global Cities (TPO)minorMOU to support 118 member cities across 18 countries in developing data-informed, long-term tourism strategies. Partnership focuses on three pillars: data-driven decision-making, capacity-building programs, and destination marketing initiatives on Agoda's platform.
- Taipei City GovernmentminorMOU to jointly promote Taipei as a premier travel destination in Asia, involving four co-branded promotional campaigns, digital upskilling training for local hospitality industry, and sharing international travel trend data to support government tourism planning.
- HotelRunnercoreNamed Strategic Partner in Agoda's 2026 Connectivity Partner Program, earning highest recognition level reserved for select technology providers. Partnership spanning more than a decade since 2011 maintains over 98% connection health and achieves top 10 booking ratings on Agoda's platform, focusing on innovation, reliability, and long-term growth.
- WWF Singapore and UnTours FoundationminorSustainable Tourism Impact Fund's second round of investments supporting impact-driven tourism enterprises in Southeast Asia. Investments of USD 25,000 each directed towards projects in Indonesia and Philippines focused on environmental restoration and community-led tourism, including coral reef restoration and ecotourism development.
- L'Oréal Travel Retail Asia PacificminorPartnership integrating L'Oréal's beauty portfolio into Agoda's dedicated beauty offer, extending omnichannel footprint in travel retail sector. Leverages Agoda's position as one of Asia's most downloaded travel apps to expand consumer reach while supporting connected online-to-offline journey linking pre-trip engagement with airport experience.
- Gangwon State (South Korea)minorStrategic partnership to promote Gangwon as a leading global travel destination, leveraging Agoda's tourism insights and marketing expertise.
- Artotel GroupminorLaunch of Artotel Group's first branded flagship store on Agoda's platform, creating dedicated digital storefront for 100+ Indonesian properties. Partnership leverages Agoda's global reach to help Artotel customize offerings for Asian travelers while capitalizing on intra-Asia travel momentum.
- China AirlinescoreLaunch of StayMiles hotel booking platform enabling China Airlines members to earn and redeem miles on hotel stays globally at 600,000+ hotels. Members can redeem stays from 1,000 miles and earn up to 10,000 miles per night. Rocket Travel by Agoda manages complete customer journey covering search, booking, and customer service.
- WWF (World Wide Fund for Nature)coreFifth edition of Eco Deals program with US$1.5 million commitment for conservation funding across 10 Asian markets, protecting Malayan tigers in Malaysia, Asian elephants in Thailand, and whale sharks in Philippines. Five-year MoU extending partnership through 2030. Since 2022, program raised US$2.89 million for conservation projects.
- MastercardcoreIntegration of Agoda's global travel inventory into Mastercard's Global Redemption Suite for Asia Pacific region, enabling bank cardholders to redeem loyalty points in real-time for flights, hotels, and experiences. Addresses industry challenge of unused loyalty points with flexible, valuable redemption options.
- Ant International (Alipay+)minorIntegration into Alipay+ Voyager, an AI travel companion for digital wallet and super app users. Agoda joins other OTAs including Fliggy and Trip.com to connect 1.7 billion consumer accounts across 36 e-wallets to over 100 million merchants globally.
- JCB InternationalminorThree-year partnership (April 2026 – March 2029) offering JCB cardmembers exclusive discounts and special offers on Agoda bookings across nine key markets including Taiwan, China, Hong Kong, Philippines, South Korea, Indonesia, Thailand, Vietnam, and India. Joint promotions already offering up to 12% additional discounts on hotel bookings.
Scale indicators13 records
Recent moves7 records
Expansion highlights6 records
Agoda competitors and assessment
Company assessmentDirect peers
- Booking.com: Booking.com is Agoda's sibling brand under Booking Holdings and the world's largest OTA by room nights. Both compete on the same hotel inventory globally, share Rocket Travel infrastructure, and overlap on the multi-product booking roadmap — making it the closest functional peer despite shared ownership.
- Trip.com Group: Trip.com (formerly Ctrip) is the dominant Asia-Pacific OTA and Agoda's most direct competitor across hotels, flights, and packages in China, Southeast Asia, and Korea. Both pursue the integrated Connected Trip vision and compete head-to-head for Asian outbound and inbound travelers.
- Airbnb: Airbnb competes directly with Agoda in alternative accommodations, vacation rentals, and experiences across all of Agoda's 200+ markets. Both target individual leisure travelers and compete on review quality, host/guest tools, and Experiences/Activities inventory.
- Hotels.com: Hotels.com is another sibling brand under Expedia Group directly competing with Agoda on hotel bookings worldwide. Both rely on promotional pricing (e.g., Hotels.com's 10-night deals vs. Agoda's 21st Birthday Sale) and similar loyalty mechanics, making them near-perfect functional comparables.
Broad incumbents
- Expedia Group: Expedia operates Hotels.com, Vrbo, and Trivago as a broad OTA portfolio competing globally with Agoda on hotel supply, flights, and packages. While less APAC-focused, Expedia has similar multi-product ambitions and competes for the same Booking Holdings-channel partnerships.
- Kayak: Kayak is a meta-search and price-comparison platform operating under Booking Holdings, alongside Agoda. Both share first-party travel data, target high-intent travelers, and overlap in metasearch/price-tracking use cases that compete with OTAs.
Emerging players
- Klook: Klook is an Asia-Pacific-focused activities and attractions booking platform with significant overlap with Agoda's activities inventory (300K+ tours). Both target Asian travelers and compete on attraction discovery, vouchers, and city experiences.
- Traveloka: Traveloka is a Southeast Asia-leading super-app for travel (hotels, flights, activities) and a direct competitor in Indonesia, Vietnam, Thailand, Philippines, and Malaysia — overlapping with Agoda's deepest regional presence.
- Tiket.com: Tiket.com is an Indonesian OTA competing with Agoda across hotels, flights, and activities in Indonesia, with strong local brand equity and partnerships similar to Agoda's Artotel Group and KakaoBank deals.
Regional players
- MakeMyTrip: MakeMyTrip is India's leading OTA and a primary competitor to Agoda in the Indian market. Both compete on domestic and outbound hotel/flight bookings, and Agoda's 'What a Save!' India campaign directly targets MakeMyTrip's home market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Agoda social profiles
Digital presenceAgoda compliance and trust
Trust signalCompliance1 record
Agoda financial estimates
Financial estimateRevenue estimate
Valuation estimate
Agoda leadership team
Management profileNumber of profiles
Profiles4 records
Agoda subsidiaries and ownership
Company hierarchySubsidiaries1 record
Agoda funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Agoda M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Agoda
What does Agoda do?
Agoda operates a digital travel platform that aggregates hotel, flight, and activity inventory, enabling consumers worldwide to search, compare, and book travel products across more than 6 million properties, 130,000 flight routes, and 300,000 activities. The company also provides B2B white-label travel infrastructure through its Rocket Travel by Agoda division, enabling banks, airlines, and loyalty programs to embed travel booking capabilities into their own platforms.
Is Agoda a public or private company?
Agoda is a private company. It is classified as corporate owned and is currently operating.
When was Agoda founded?
Agoda was founded in 2005. It employs 5,001 to 10,000 people.
Where is Agoda based?
Agoda is headquartered in Singapore, Singapore, in the Asia region.
How does Agoda make money?
Four revenue lines are on record. Travel Product Commission is the primary driver. The others are promotional Campaigns and Featured Listings, travel Data Monetization and B2B Platform Licensing.
Who are Agoda's main competitors?
Direct peers on record are Booking.com, Trip.com Group, Airbnb and Hotels.com. Broad incumbents are Expedia Group and Kayak. Emerging players are Klook, Traveloka and Tiket.com. MakeMyTrip is listed as a regional player.
Does Agoda have an API?
Yes. Agoda offers a public API and SDK for developers to access its travel inventory. The Agoda API Documentation portal (developer.agoda.com) provides access to accommodation, flight, and activity data. Agoda has also open-sourced its APIAgent tool, which converts REST or GraphQL APIs into Model Context Protocol (MCP) servers with zero code, using DuckDB for SQL post-processing and featuring Recipe Learning to cache successful query traces as parameterized templates. Developer documentation is at developer.agoda.com.
What industry is Agoda in?
Agoda's product category is Online Travel Agency. Its primary akta.pro industry code is BPAMAIAA, Online Travel Agencies (OTAs) & Meta-Search, with a secondary code of THAKAAAO, B2B OTA/White-Label Booking Platforms & Affiliate Networks. Its NAICS code is 56151 and its SIC code is 4700.