Tag: Agoda

Thailand – Following the premiere of HBO’s hit series ‘The White Lotus’ third season, online travel agency Agoda has reported a 12% surge in accommodation searches for Koh Samui, the show’s primary filming location, with interest from the United States soaring by 65%.

Agoda reports that a surge in US searches has placed the country among Koh Samui’s top five inbound markets, replacing Malaysia. The island’s top international searchers now come exclusively from the West: Israel, Germany, France, the United States, and the United Kingdom.

The third season of ‘The White Lotus’ was filmed in Bangkok, Koh Samui, Koh Pha-Ngan, and Phuket, featuring a cast that includes Patrick Schwarzenegger and BLACKPINK’s Lalisa Manobal.

Notably, the first two seasons of the said series boosted tourism in Hawaii and Sicily. Building on this trend, the Thai government and the Tourism Authority of Thailand (TAT) successfully lobbied for the third season to be filmed in the country.

Pierre Honne, country director for Thailand at Agoda, said, “The third season premiere of ‘The White Lotus’ has been a highly anticipated event in Thailand as it has across the rest of the world. It’s thrilling to finally see beloved Thai destinations like Bangkok and Koh Samui as the settings for a global TV sensation. The potential positive effects on Koh Samui and Thailand’s tourism are undeniable.”

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.

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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.

Singapore – Digital travel platform Agoda has launched a generative AI (GenAI) film promoting the beauty of global exploration. 

Echoing Agoda’s aim to bridge the world through travel, the campaign also celebrates cultural diversity and human connections gained from travelling.

Titled ‘Leo’s Magical Travel Adventures,’ the short film follows the journey of Leo across countries. From Guangzhou in China, Rotorua in New Zealand, and Ayutthaya in Thailand, Leo finds himself in Udaipur, India. In each stop, he gains knowledge of the different cultures.

The film builds on Agoda’s book titled ‘Maya and the Secret World of Agoda,’ also made using AI.

Among the tools used for the short film production are OpenAI’s ChatGPT 4.0 and Midjourney v6.1, supervised by Agoda’s marketing, legal, and translation teams.

The short film is available for viewing at Agoda’s YouTube channel.

“AI is rewriting the rules of creativity. This AI project wants to inspire both kids and adults to dream big with travel, while celebrating Asia Pacific’s incredible diversity and the joy of exploration,” Matteo Frigerio, chief marketing officer at Agoda, said.

“At Agoda, our purpose is to bridge the world through travel. Travel helps people enjoy, learn, and experience the amazing world we share. Using cutting-edge AI tools to tell this story was as exciting as it was meaningful,” Frigerio added.

Singapore – Travel-based loyalty programs continue to climb in popularity thanks to the sector’s ability to build loyalty through highly personalised customer experiences, according to a new report from Rocket Travel by Agoda.

The report highlights that the top five airline loyalty programs alone saw a 7.75% average growth in valuation from 2020 to 2023 while some travel loyalty programs in the financial services sector have tripled in value since 2019.

While the report noted a dip in levels of customer satisfaction for many customer loyalty programs post-Covid because of reductions in benefits, there was now an opportunity to re-ignite customer enthusiasm through more engaging online experiences.

Other benefits include the ability to search based on distance to key points of interest, find refundable or flexible travel options, filters based on pricing data and localized languages. 

Meanwhile interactive tools proactively recommend options to the customer based on their preferences – like deep discounts for price-sensitive travel planners or options with high earning potential for points-hungry members – drive increased repeat rate and added long-term value from each customer.

The report also noted that travel-based loyalty programs tend to appeal to higher spending customers, presenting businesses with the opportunity to not only boost levels of customer engagement but also benefit from higher customer lifetime values.

Damien Pfirsch, head of Rocket Travel by Agoda, the strategic partnerships arm of Agoda, said, “Unlike other industries, travel is something that people are emotionally invested in. By offering real-world experiences that customers really care about, it’s easier for brands to turn transactional relationships into long-term partnerships with their customers.”

He added, “Digital travel platforms are uniquely engineered to let customers design their own, highly personalised experience thanks to great search capabilities and a wide selection of destinations and accommodations – all at value-driven prices. The technology is also highly customisable, so brands are able to offer their loyalty customers an enjoyable experience with all the look and feel of their main site.”

Philippines – The Tourism Promotions Board (TPB) Philippines, an agency under the Department of Tourism (DOT) tasked with promoting the country as a premier travel destination, has partnered with digital travel platform Agoda to enhance the Philippines’ visibility on the global tourism stage.

Agoda and TPB are pooling their marketing expertise to boost international arrivals and showcase the Philippines’ rich cultural and natural beauty. The partnership includes exclusive discounts and co-branded campaigns, designed to draw global travellers to both popular and lesser-known destinations across the country, with travel periods extending until March 31, 2025.

Campaign details will be featured on Agoda’s website and mobile app, as well as the Travel Philippines app. The partnership, which is now in effect, will run until December 15, 2024, with travel periods available until March 31, 2025.

TPB’s partnership with Agoda highlights their shared commitment to enhancing the Philippines’ global visibility as a premier tourist destination while driving increased inbound tourism.

Omri Morgenshtern, chief executive officer at Agoda, commented, “Agoda has been dedicated to supporting the tourism industry in the Philippines. We are excited to partner once again with TPB through the latest program as a significant step to leverage our digital expertise as well as our global network to showcase the myriad destinations and vibrant culture of the Philippines to a global audience.” 

Also speaking on the partnership, Maria Margarita Montemayor Nograles, chief operating officer at TPB, said, “TPB is thrilled to once again join forces with Agoda in our mutual goal of enhancing travel experiences for both new and returning visitors to the Philippines. This partnership allows us to utilise cutting-edge digital marketing strategies and valuable insights to promote our unique destinations and create memorable experiences for our tourists.”

Agoda has long supported Philippine tourism, introducing quarantine packages for returning Filipinos during the 2021 pandemic. In 2023, it partnered with the World Wildlife Fund to launch the Eco Deals Program, promoting sustainable tourism and supporting biodiversity efforts in Tubbataha Reefs and whale shark conservation in Donsol.

Singapore – Ahead of the upcoming Singapore Grand Prix, which will happen on September 20 to 22–and the racing series’ only night race–new data from digital travel platform Agoda has documented which country has more fans attending the highly-anticipated race for F1 this year.

According to data, travelers from Indonesia took the checkered flag with the highest accommodation searches for race weekend, followed by the Philippines and Japan. Following on the grid are Malaysia (#4), Thailand (#5), South Korea (#6), Taiwan (#7), India (#8), Hong Kong (#9), and Australia (#10).

Agoda notes that the influx of international visitors for the night race demonstrates the sporting event’s widespread popularity. Mega events like the night race attract a varied audience, eager to immerse themselves in the experience and enjoy the surrounding festivities. 

Moreover, this pattern of travel interest showcases the enduring allure of major sporting events on a global scale.

Andrew Smith, senior vice president of supply at Agoda shared, “In the past year, we’ve seen a lot of people traveling for experiences, such as concerts, festivals, sports and other big events. The night race in Singapore is one of the key mega events in the region. It’s exciting to see such a wide array of travelers coming together to experience the thrill of the race and the vibrant atmosphere of Singapore.”

Macao – Digital travel platform Agoda has teamed up with integrated resort operator Sands China to elevate tourism in Macao, promoting it as a premium destination for leisure and business travelers.

In line with the partnership is the launch of marketing campaigns and customized products that contribute to the aim of showcasing Macao’s UNESCO World Heritage sites, attractions, and other landmarks.

Sands China operates five resorts in Macao, namely the European-themed resort at Cotai Strip and the interconnected The Venetian Macao, The Parisian Macao, The Londoner Macao, and Four Seasons Macao. 

Andrew Smith, senior vice president of supply at Agoda, said, “At Agoda, our goal is to simplify travel booking and enhance convenience for our users. With just a click of a button, travelers can access everything they need from accommodations and flights; to food and beverage options; and activities. We are excited that, through this partnership, we can provide visitors to Sands China’s properties the opportunity to experience the unique attractions of Macao and see the world for less.”

Kris Kaminsky, senior vice president of hotel operations at Sands China Ltd., said, “We are thrilled to have cemented this meaningful agreement with Agoda. As a leader in our industry, we believe with this partnership with Agoda we can make a positive impact on Macao’s tourism economy and further demonstrate Sands China’s commitment to supporting the various tourism initiatives and increasing diversification of visitor source markets.”

Agoda’s collaboration with Sands China is part of its commitment not only to enhance travel experiences but also to support tourism development. 

Singapore – Digital travel platform Agoda, has unveiled its latest foray in AI storytelling with ‘Travel in Colours’, which invites travellers to explore the world through a kaleidoscope of destinations that mirror the vibrant hues of Agoda’s logo.

Promising users with a colour filled journey, Agoda’s Travel in Colours is a curated collection of travel experiences designed to ignite wanderlust and inspire a viewers’ next vacation.

Specifically, the colours and destinations mirror Agoda’s logo with reds, yellows, emeralds, purples, and blues, giving users a diverse glimpse of locations and cultures for users to see and experience these places from their screens. 

This project leverages the latest AI technology with ChatGPT and Midjourney to create stunning, hyper-realistic images that capture the essence of each location. While not all images are 100% accurate representations, ‘Travel in Colours’ is a playful and inspiring testament to the joy of travel, designed to ignite the wanderlust within.

Talking about this initiative, Matteo Frigerio, CMO of Agoda, said, “We believe that the power of AI can bring a new dimension to travel storytelling, making it more engaging and accessible to everyone.”

“Agoda has always been at the forefront of digital innovation, and with ‘Travel in Colours’, we’re pushing the boundaries of how travel stories are told,” he added. 

Philippines – Djon Nacario, who led the e-commerce platform Carousell in the Philippines as managing director for a full year in 2022, has now moved to delivery platform Lalamove to be at the helm of its Philippine operations. The update was shared personally on his LinkedIn. 

Nacario assumes the same position of managing director for the platform. 

Back in 2021, Nacario became the country head of travel platform Agoda. He brings with him seasoned marketing experience where aside from the mentioned role, he was also previously Agoda’s head of market management. 

Other notable experience under his belt is working with consumer goods giant Unilever. 

In December 2022, Carousell announced that it has laid off 10% of its staff. The e-commerce is only one of the many large-scale companies that have announced downsizing since the latter part of 2022.

Singapore — Agoda has partnered with WWF-Singapore (World Wide Fund for Nature) to support marine habitat restoration efforts as part of the launch of its Eco Deals program. Through Eco Deals, Agoda will work in collaboration with its accommodation partners to offer deals that ‘give back and highlight responsible tourism, environmental or community-led charities and organizations.

In this campaign launch involving WWF-Singapore, Agoda and its hotel and accommodation partners will fund efforts to raise awareness about responsible tourism, enabling the restoration of marine habitats such as coral reefs and mangroves in Southeast Asia, and protecting wildlife affected by floods in Australia.

Agoda’s Eco Deals will first launch with accommodation partners in five countries – Australia, Indonesia, Malaysia, Philippines, and Singapore – to offer travellers between 5% to 15% discounts on their bookings. For each booking, Agoda will contribute to WWF-Singapore’s marine conservation and flood-affected wildlife protection.

Agoda’s Sustainable Travel Trends Survey (2021) found consumers want to travel more sustainably, and that polluted beaches and waterways ranked as the top concern of Filipino tourists; second for Australians, Indonesian, and Malaysians; and third for Singaporeans. Aside from an Eco Deals badge to support and highlight participating properties, Agoda will develop a dedicated landing page which will be launched to consumers on 8 June 2022, to help consumers quickly find properties that support the Eco Deals activity.

Enric Casals, regional VP of Agoda Southeast Asia and Oceania, said, “In a post-COVID world, people are more aware of their impact on the places and communities they visit when travelling and are actively looking for ways and means to make their ecological footprint smaller. Through Agoda’s Eco Deals initiative we provide consumers opportunities to ‘give back’ as part of our partners’ and Agoda’s social responsibility commitment.”

Casals continued, “We are grateful for the opportunity to partner with WWF-Singapore to allow the Agoda community of travellers, partners and employees to work together to help revitalise marine habitats and protect wildlife across this region.”

Meanwhile, R. Raghunathan, CEO of WWF-Singapore, shared, “WWF-Singapore is well positioned to drive positive change in the Coral Triangle and wider region, home to the world’s epicentre of marine biodiversity. We look forward to working with Agoda in this partnership to support the conservation of marine ecosystems in this region.”