India is the third-largest market for Agoda with close to 10% of its customers originating from the country (source: 6sense.com). With a strong focus on hyper-local partnerships, the brand is tapping into India’s digital capabilities to create a seamless journey for both domestic and international travellers. In this interview, Krishna Rathi, senior country director for the Indian subcontinent and Maldives, Agoda, speaks to Pallabi Dey Purkayastha about the company’s collaborations and on promoting sustainable travel in India. Edited excerpts:
What are some of the major travel trends you have noticed since the Covid pandemic changed traveller preferences?
Since the pandemic, we’ve noticed travellers are opting for shorter, more frequent holidays, and the number of Indians travelling abroad continues to rise significantly. We’ve adapted by promoting destinations that are easily accessible, with direct flights and straightforward visa processes, such as Vietnam and Central Asia. These locations have become incredibly popular, and we highlight properties that cater to Indian travellers, often located near shopping hubs or other preferred amenities. Domestically, staycations remain a big trend, and we offer attractive packages. Our goal is to simplify the decision-making process .
India ranks highly as a food destination in Asia, according to an Agoda survey. How does Agoda plan to leverage this cultural richness to attract global food lovers?
India’s culinary diversity offers a huge opportunity, and we’re in the early stages of exploring how best to market this globally. Indian culture, particularly its food, changes every 200 kilometers, giving travellers a rich, varied experience. While we haven’t fully launched our strategy yet, we’re studying markets like Korea, where food is a major part of the travel experience, to see how we can appeal to food enthusiasts who want to explore India’s culinary landscape.
India is one of the fastest-growing travel markets and there are well-entrenched players in the space. What does Agoda bring to the table that could help it give the big boys in the industry a run for their money?
Indian travellers look for great value, and the one thing Agoda excels at is consistently offering the best prices. We focus on ensuring that travellers find the most competitive rates every time they visit our platform. Beyond that, we’re enhancing the travel experience with our “connected trip” service, particularly for international travellers. This feature allows users to book flights and hotels seamlessly on one platform, creating a single itinerary that makes travel planning convenient. We also focus on localising the experience for Indian travellers, leveraging their familiarity with digital payments like UPI and e-commerce. We blend these local expectations with global practices.
You mentioned Agoda’s focus on localising the experience for Indian travellers, leveraging their familiarity with digital payments. Can you specify what Agoda is doing in this area?
Our focus is on three critical areas. First, we’ve established a large technology centre in Delhi, which plays a crucial role in developing our global tech capabilities. India’s talent pool is exceptional, and our centre in Bangalore, part of Booking Holdings, strengthens our commitment to innovation here. Second, we’ve launched a local customer support team to better serve this growing market, with plans to expand further. Finally, partnerships are key in India’s e-commerce-driven market. We’ve collaborated with leading fintech companies, banks, and e-commerce players to create a seamless experience for customers, helping them access a range of travel services through these partnerships. One very big commitment from our side is to tap into the talent pool available in India.
Could you elaborate on Agoda’s partnership with Goa Tourism?
Our partnership with Goa Tourism has two key elements. First, we work to promote Goa, not just locally, but to a global audience, as it continues to be one of India’s top destinations, even more so post-pandemic. We’ve already run two major campaigns, highlighting Goa on our platform and social channels, helping to raise its profile both domestically and internationally. Second, we focus on sustainability by providing training on eco-friendly practices for hotels and tourism operators. We’ve collaborated with the Goa government to educate partners on sustainable ways of operating, ensuring that Goa’s tourism remains valuable without compromising its environment. Additionally, we’re enabling more local businesses to go online and tap into both domestic and international customer bases by simplifying the process of joining Agoda’s platform.