Agoda

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

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

• Online travel agency
• Hotel booking platform
• Flight reservation services
• Vacation accommodation marketplace
• Travel activity bookings

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability15 records

Feature6 records

Partnerships

17 partnerships are on record, tiered core and minor.

• KakaoBankcoreChannel Partner/ Reseller/ Distributor · 29 May 2026Integration 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 CompanycoreChannel Partner/ Reseller/ Distributor · 28 May 2026Strategic 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 or Co-development Partner · 27 May 2026Strategic 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 DeskcoreStrategic or Co-development Partner · 27 May 2026Partnership 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 GovernmentminorStrategic or Co-development Partner · 29 April 2026Workcation 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)minorStrategic or Co-development Partner · 28 April 2026MOU 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 GovernmentminorStrategic or Co-development Partner · 16 April 2026MOU 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.
• HotelRunnercoreTechnology or Integration · 6 April 2026Named 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 FoundationminorStrategic or Co-development Partner · 6 April 2026Sustainable 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 PacificminorStrategic or Co-development Partner · 3 April 2026Partnership 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 or Co-development Partner · 17 March 2026Strategic partnership to promote Gangwon as a leading global travel destination, leveraging Agoda's tourism insights and marketing expertise.
• Artotel GroupminorChannel Partner/ Reseller/ Distributor · 26 February 2026Launch 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 AirlinescoreChannel Partner/ Reseller/ Distributor · 24 February 2026Launch 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)coreStrategic or Co-development Partner · 19 January 2026Fifth 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.
• MastercardcoreChannel Partner/ Reseller/ Distributor · 13 January 2026Integration 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+)minorChannel Partner/ Reseller/ Distributor · 12 January 2026Integration 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 InternationalminorChannel Partner/ Reseller/ Distributor · 21 December 2025Three-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

Direct 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

• Xx.com/agoda
• Facebookfacebook.com/agoda
• LinkedInlinkedin.com/company/agoda

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agoda