Pelago by Singapore Airlines

What Pelago by Singapore Airlines does

Pelago by Singapore Airlines is a digital travel activities marketplace operated by Encounters Pte. Ltd., a wholly-owned member of the Singapore Airlines Group. The platform aggregates tours, attractions, wellness experiences, cruises, and events from third-party experience providers into a single bookable surface accessible via web and, since 2024, a dedicated mobile application. Founded in 2019 and following a 2020 beta and a 2021 Singapore commercial launch, Pelago has scaled its catalogue to 200,000+ experiences spanning 3,000+ destinations across Asia Pacific and Europe as of 2025.

The platform is built around a marketplace architecture that connects supply-side experience providers with consumer demand sourced both organically and through privileged distribution within the SIA Group. Core technical components include the consumer-facing booking interface, integration with the KrisFlyer frequent-flyer programme for miles earning and redemption, and operational integrations with Singapore Airlines and Scoot for itinerary bundling and co-marketing. Pelago holds Singapore travel agent licence TA03351, enabling regulated intermediation activities that pure OTA models cannot perform.

The business model is commission-based: Pelago earns a transaction fee on each booking processed through the marketplace. End customers are primarily leisure travellers, with segment mix split between SIA full-service premium travellers, Scoot low-cost carrier passengers, and organic-direct consumers. The co-marketing and loyalty integration with KrisFlyer serves as a structural retention and acquisition lever, while the absence of disclosed take-rate data, GMV figures, or unit economics in the input limits direct financial assessment of the model.

Name

Pelago by Singapore Airlines

Legal name

Encounters Pte. Ltd.

Website

https://pelago.co

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Pelago by Singapore Airlines is a digital travel activities marketplace (operated by SIA Group's Encounters Pte. Ltd.) offering 200,000+ tours, attractions, and experiences across 3,000+ destinations, integrated with KrisFlyer loyalty and accessible to SIA and Scoot travellers via web and mobile.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Transaction/Booking Commission: Pelago acts as a marketplace facilitator, charging a booking/transaction fee on completed bookings made through the platform. The platform currently describes its services as free for users but reserves the right to introduce booking or processing fees at any time. Revenue is generated on a per-transaction basis with no upfront cost to consumers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Pelago is a digital marketplace operated by Encounters Pte. Ltd. (a member of the Singapore Airlines Group) that enables travelers to discover, book, and pay for over 200,000 travel activities, attraction tickets, tours, ground transportation, eSIMs, cruises, wellness, classes, events, and experiences supplied by third-party Experience Providers across more than 3,000 destinations worldwide. The platform integrates with KrisFlyer miles for earn and redemption, and offers exclusive passenger perks for Singapore Airlines and Scoot customers.

Product overview

Pelago is a digital travel activities marketplace operated by Encounters Pte. Ltd. (a member of the Singapore Airlines group), offering a unified platform accessible via website and mobile app. The core offering is the Pelago Platform for booking 200,000+ experiences including Attractions & Tickets Booking (theme parks, landmark tickets), Tours & Guided Experiences, Ground Transportation & Airport Transfers, Cruises, Wellness Activities, Classes & Workshops, Events & Concerts, and Water Sports. Travel Essentials (eSIM/SIM cards, transport passes) are sold as add-on modules. The platform integrates a KrisFlyer Loyalty Integration enabling miles earning and redemption, and includes editorial content via the Pelago Blog. The mobile app (iOS/Android, launched 2024) serves as the primary mobile channel for bookings, complemented by a Trip Planner and Gift Cards modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Pelago Web Platform A responsive web-based travel activities marketplace accessible globally in 6+ languages with multi-currency support, enabling individual travelers to browse, compare, and book tours, attraction tickets, transportation, and experiences from third-party Experience Providers without sales interaction.
• Pelago Mobile App Native mobile applications for iOS and Android that allow travelers to discover and book activities, manage bookings, and access app-exclusive promo codes such as APP10 (10% off bookings). Available on Apple App Store and Google Play Store.
• Attractions & Theme Park Tickets Booking service for attraction tickets and theme park admissions (e.g., Universal Studios Singapore, Tokyo Disneyland/DisneySea, Gardens by the Bay, Singapore Oceanarium, Dubai Frame) featuring instant confirmation, QR code redemption, and KrisFlyer-exclusive pricing across thousands of destinations.
• Tours & Guided Experiences Curated tour products including city tours, cultural experiences, food tours, and day trips, connecting users with local guides and Experience Providers across popular destinations.
• Ground Transportation & Airport Transfers Ground transport booking services including airport pick-up and drop-off transfers, rail passes, ferry tickets, and private car with driver services for seamless travel logistics worldwide.
• Travel Essentials (eSIM & SIM Cards) Travel essentials offering eSIM and physical SIM card options for connectivity abroad, including products like Singtel prepaid SIM cards with optional EZ-link transport card integration.
• Gift Cards Digital gift card product allowing users to purchase and gift travel experiences and activity bookings on the Pelago platform.
• Trip Planner A trip planning tool enabling users to organize and plan their travel itinerary within the Pelago platform.
• Events & Concert Tickets Event ticketing for concerts, festivals, and special events such as the Formula 1 Singapore Airlines Singapore Grand Prix, available through Pelago's platform.

Quantifiable outcome

• Over 200,000 activities and experiences available on the platform
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• KrisFlyer (Singapore Airlines Loyalty Programme)coreGTM or Marketing PartnerKrisFlyer is the rewards programme of the Singapore Airlines Group and a member of Star Alliance. Pelago enables KrisFlyer members to earn 1 mile per SGD 1 spent on bookings, and to redeem miles at a rate of 100 miles per 1 SGD. Miles, Elite miles, and PPS Value are credited one week after completing an experience. KrisFlyer login can be used to authenticate on Pelago at checkout.
• Kris+ (Singapore Airlines Everyday Payments App)coreGTM or Marketing PartnerKris+ is a Singapore Airlines companion app for everyday payments. Kris+ users can earn up to 6 miles per SGD 1 at restaurants and retail partners in Singapore, Sydney, and Melbourne. Miles earned at Pelago can be redeemed on Kris+ for dining and shopping at 100 miles per 1 SGD.
• Scoot (SIA Group Low-Cost Airline)coreGTM or Marketing PartnerScoot is the low-cost carrier subsidiary of Singapore Airlines. Pelago offers Scoot passengers exclusive deals of up to S$15 off bookings, activating the Scoot customer base as a acquisition channel for Pelago.
• Singapore Airlines Group Entities (Tradewinds Tours & Travel, KrisShop Pte. Ltd.)minorGTM or Marketing PartnerPelago's cookie and advertising policies reference cross-promotion with other SIA Group companies including Tradewinds Tours & Travel Private Limited and KrisShop Pte. Ltd., with whom Pelago shares advertising inventory and cookie data for retargeting purposes.
• Experience Providers (Third-Party Tour/Activity Operators)coreChannel Partner/ Reseller/ DistributorPelago's marketplace aggregates tours, activities, attraction tickets, transport, and experiences supplied by independent third-party Experience Providers. Booking is made directly with the Experience Provider; Pelago acts as a facilitator. Providers include Universal Studios Singapore, Tokyo Disneyland, Gardens by the Bay, Dubai Frame, DUCKtours, and thousands of others.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Expedia Group: Expedia operates a broad travel platform with activities and attractions distribution layered onto its flight and hotel products. Competes with Pelago at the trip-planning stage but as one segment within a much larger portfolio.
• Trip.com / Ctrip: Trip.com Group operates a broad OTA platform including tours and activities across APAC. Relevant as a broad incumbent whose activities offering overlaps Pelago's, particularly in China and SE Asia.
• Booking.com Experiences: Booking.com operates a broad Experiences and Attractions marketplace layered onto its dominant accommodation platform. It competes with Pelago at the destination level but as part of a much larger travel portfolio; relevant where travelers bundle activities with hotel stays.

Direct peers

• KKday: KKday is an APAC-focused tours and activities marketplace with strong presence in Taiwan, Japan, and SE Asia. Closely comparable to Pelago on geography, marketplace model, and category coverage; competes head-to-head for Asian destination bookings.
• Viator (Tripadvisor): Viator is a global activities marketplace owned by Tripadvisor, distributing tours, attractions, and experiences. Like Pelago, it aggregates third-party supply and monetizes via commission; Tripadvisor's SEO dominance gives Viator a content moat Pelago must counter via SIA loyalty and marquee inventory.
• Headout: Headout is a global marketplace for last-minute tours, attractions, and experiences with a strong mobile and in-destination focus. Comparable to Pelago in supply model and inventory breadth, with similar emphasis on attraction tickets and city tours.
• GetYourGuide: GetYourGuide is a global tours, attractions, and experiences marketplace with strong European and US inbound presence and an industry-leading supply base. Comparable to Pelago in marketplace model, depth of curated inventory (60K+ experiences), and mobile-first UX; Pelago competes with GYG in major destination cities worldwide.
• Klook: Klook is a leading APAC-based activities and experiences marketplace (attractions, tours, transport, eSIMs). It is Pelago's most direct competitor for APAC travelers, with comparable breadth of inventory and similar supplier model; Pelago's SIA/KrisFlyer integration is its primary differentiation versus Klook's broader brand-led positioning.

Regional players

• Traveloka: Traveloka is a SE Asia-focused OTA with activities and attractions offerings alongside flights and hotels. Comparable to Pelago on APAC tour/activity inventory, though primarily Indonesia-centric and competing more on home-market demand than global inbound.

Emerging players

• TourRadar: TourRadar is a marketplace specializing in multi-day guided tours and adventure packages across global destinations. Comparable to the multi-activity/tours segment of Pelago's catalog and to the THAJABAL industry-code category, with narrower focus but deep operator relationships.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/discoverpelago
• LinkedInlinkedin.com/company/discoverpelago/about
• Instagraminstagram.com/pelago.by.sia
• TikToktiktok.com/@pelago.by.sia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Pelago by Singapore Airlines