Agoda is a Singapore-headquartered online travel agency owned by Booking Holdings since 2007. Originally founded in 2005 as PlanetHoliday, Agoda has grown into one of the largest accommodation booking platforms in the Asia-Pacific region while expanding rapidly into long-haul source markets.
Agoda operates a hybrid agency and merchant model with strong representation in Asia-Pacific accommodation supply, including a particularly deep inventory of independent and budget hotels. The company has expanded beyond accommodation into flights, activities, airport transfers and packages, building a more complete trip product around its hotel core.
Within Booking Holdings, Agoda serves as the group's APAC specialist and complements Booking.com's European-led footprint. It is among the leading OTAs in Thailand, Indonesia, the Philippines, Malaysia, Vietnam, Japan, South Korea and Taiwan, and is competing aggressively with Trip.com Group for share in inbound and intra-Asia travel.
Agoda is known for aggressive promotional pricing, multilingual support across more than 35 languages, strong mobile penetration, and a loyalty program (AgodaCash and AgodaVIP) that rewards repeat travelers. The brand is a frequent advertiser in Asian source markets and has invested heavily in flight retailing in recent years.
Agoda's H1 2026 data shows Malaysia, South Korea and China leading Thailand accommodation searches, with Chinese interest up 38% and inland destinations gaining ground.
Agoda has partnered with Checkout.com, putting AI transaction optimization behind guest payments and virtual card issuing behind its payouts to hotels and suppliers.
Agoda rolled out real-time flight notifications, a photo-forward Gallery View and an AI feature pairing hotel images with guest reviews, raising the stakes on listing photos.
Agoda launched a multi-product checkout on May 18, allowing travelers to book hotels, flights, and activities in a single transaction, positioning the platform more directly against Expedia and Booking.com.
Agoda and the Macao Government Tourism Office are expanding their partnership for 2026, promoting boutique hotels in Macao's Outer Harbour District to new markets including Brazil, Vietnam, and Central Asia, with Middle East searches up 247%.