Bangkok – The rapid evolution of digital marketing has fuelled the explosive growth of media solutions for targeted advertising, enabling brands to reach consumers with unprecedented precision.
As consumer expectations for relevancy continue to rise, businesses are increasingly investing in sophisticated media solutions that enhance engagement, maximise ROI, and drive higher conversion rates in an increasingly competitive landscape.
This is especially true for digital travel platform brands like Agoda which rely on strong online campaigns to reach more travellers globally and enjoy greater travel experience perks like discounts on flights, hotel bookings, and tourism experiences.
To further amplify its efforts to reach more consumers, the platform utilises Agoda’s offering, Agoda Media Solutions, to enable brands to target travellers at every stage of their journey— from dreaming to booking and beyond.
MARKETECH APAC recently caught up with Prashant Kala, director of Agoda Media Solutions at Agoda, to discuss the brand’s vision of making media solutions accessible to brands to reach new audiences and understand what’s next for travel advertising this 2025 and beyond.
Prashant was most recently the general manager of brand solutions for APAC at ShopBack and had spent six years working with the company before his move.
Tapping million visitors for precise campaign targeting
With over 99 million monthly visitors on desktop and mobile, according to SimilarWeb’s statistics, Prashant notes that around over 35 million monthly active app users and 87% direct and search traffic in Agoda allow brands to connect with travellers throughout their entire journey, from inspiration and planning to booking and post-trip engagement.
“Agoda Media Solutions leverages unique insights from user interactions on the Agoda platform to offer precise targeting. This allows us to align campaigns with travellers’ preferences, such as their chosen cities, hotel types, airlines, and activities, ensuring brands connect with an audience who are actively planning their trips,” he explained.
As an example, Agoda had a partnership they did with a global hotel chain that recently delivered over 94 million impressions through targeted media banners and social extension retargeting.
“We look to extend the reach of campaigns through social media retargeting, ensuring brands can engage travellers both on and off the Agoda platform,” he added.
When asked about Agoda Media Solution’s key strengths, he highlighted the offering’s proprietary first-party data, premium inventory, and targeting capabilities, delivering through data-driven, personalised campaigns.
“Our solutions include programmatic advertising, branded travel guides, dynamic media banners and social media retargeting, all designed to engage travellers effectively,” he noted.
Another campaign that benefited from these strengths was a partnership with a West Asian Destination Marketing Organisation and one of Thailand’s highly renowned luxury lifestyle and fashion brands, which generated significant ROAS and delivered a click-through rate of over 6% respectively.
Aligning with customers’ needs and interests
Prashant notes that in terms of making sure brands align with customers’ interests, Agoda Media Solutions ensures that campaigns align with the traveller’s journey by leveraging user behaviour and intent to ensure travellers enjoy the best possible experience when using their platform.
“Our journey for a brand begins at the search page, capturing user intent based on travel searches like destinations, hotel types and activities. This data powers relevant ads across Agoda’s platform and extends to social media retargeting, keeping brands connected with travellers beyond Agoda,” he stated.
He also highlights that Agoda Media Solutions also integrates branded travel guides into the journey, offering inspiration and information. For Agoda, by combining search intent targeting, dynamic banners and social media retargeting, they ensure campaigns resonate at every touchpoint.
“This approach drives engagement, builds trust, and makes campaigns a meaningful part of the traveller’s experience while delivering measurable results,” he added.
What lies ahead for travel advertising in 2025?
Prashant highlights that in 2025, travellers are increasingly expecting tailored experiences and that brands must deliver messages aligned with individual preferences and behaviours. This is especially true given that travel in 2025 is forecasted to be shaped by trends like family travel, relaxation-focused trips and tech-driven planning with AI-driven insights, alongside hyper-personalisation.
Moreover, Agoda’s travel trend data for 2024 shows that around 34% of travellers plan family trips, 75% prioritise relaxation and 80% use travel apps, with 12% exploring virtual reality tours–signalling a continued shift for travellers searching for customised travel experiences as well as using the latest platforms to create seamless journeys.
Prashant believes that with Agoda Media Solutions, Agoda is well-positioned to navigate these trends using its proprietary first-party data and advanced targeting tools.
“We enable brands to connect with travellers based on preferences like destinations, hotel types, and activities. For instance, Agoda Media Solutions can target family travellers or relaxation seekers looking for premium stays. We also offer on and off-platform solutions across Agoda’s social channels, ensuring brands can engage audiences wherever they are,” he stated.
There is also a rise in travel experiences highlighted by influencers, as well as budget-friendly travel bookings, with Prashant stating, “We tap into rising interests like theme parks (13% of travellers) and budget-conscious travel, with 65% spending under $250 per night (Agoda, 2024). Additionally, the rise of social media and influencer marketing continues to shape how brands engage audiences.
As a response to these rising trends, Agoda Media Solutions’ tools like branded travel guides, dynamic banners and social media retargeting with trend insights, will allow brands to resonate across the traveller’s journey.
“Through innovation and data-driven strategies, Agoda ensures its partners stay ahead in 2025 and beyond,” he added.
When asked what other things lie ahead for Agoda Media Solutions, Prashant added that they will continue to serve the needs of banks and fintech solutions but will also expand their focus to beauty, fashion and lifestyle brands, recognising their natural synergy with travel.
“Agoda’s audience demonstrates high purchase intent, making lifestyle brands a strong category for partnerships. We will help these brands create impactful campaigns that resonate with travellers planning their next adventure,” he concluded.
***
With diverse cultures, preferences, and digital behaviours across Asia-Pacific, tailored experiences ensure that brands engage travellers with relevant offers, inspiring content, and localized recommendations. By leveraging data-driven solutions like of Agoda Media Solutions, travel platforms like Agoda can help brands deliver the right message at the right time, enhancing customer engagement, driving conversions, and fostering brand loyalty. In a competitive and rapidly evolving travel landscape, personalisation is the key to standing out and creating lasting relationships with Asia-Pacific’s dynamic and tech-savvy travellers.
