Agoda Says It Has Doubled Premium Hotel Supply, Adds Capella Group

Agoda is pushing harder into luxury, a segment where hotels weigh OTA commissions against the cost of direct booking.

Agoda says it has doubled its premium accommodation supply over the past four years, according to Andrew Smith, senior vice president of supply at the Booking Holdings-owned online travel agency.

In September, Agoda signed a partnership with Singapore-based Capella Hotel Group. The deal adds 12 properties across eight markets and covers the full Capella and Patina portfolio, including Capella Bangkok, Capella Hanoi and Capella Ubud in Bali. Capella Singapore is on Agoda for the first time. Smith said the deal gives Capella access to Agoda's customer base and to data on travel preferences across markets.

Demand signals

Agoda reported that 2025 searches for five-star stays rose 15% in Kuala Lumpur, 10% in Bangkok and 2% in Bali versus 2024. Its signings also include a Marina Bay Sands flagship store selling Paiza and Sands Collection rooms and experiences.

What is not known

Agoda has not disclosed luxury booking volumes or rates, and did not say whether the Capella deal includes joint marketing, preferred placement, exclusive rates or loyalty benefits. Accor and H World estimate direct booking costs at 4% to 5% of revenue, against OTA commissions of 10% to 15%.