Inside Agoda's DIY tech strategy
The company prioritises a self-built, open-source-first, on-premise tech model to avoid cloud vendor lock-in and maintain agility
The online travel industry has undergone rapid digital transformation, reshaping how travelers discover, book, and experience trips. At the forefront of this shift is Agoda, the Singapore-based OTA, which has doubled its revenue since 2020 by leveraging in-house technology, open-source tools, and AI-driven personalisation. In a recent interview, CTO Idan Zalzberg shared insights into Agoda’s DIY tech approach, growing focus on GenAI, and the company’s efforts to deliver localised, secure, and seamless travel experiences worldwide.
Key takeaways
- Massive growth backed by tech: Agoda's revenue jumped from $1.2B in 2020 to $2.2B in 2024, driven by strong technology infrastructure and data capabilities.
- Global tech talent powerhouse: With 1,800 tech staff globally (led from Bangkok and India), Agoda builds everything from server infrastructure to AI applications in-house.
- AI and GenAI at the core: GenAI is used to personalise travel planning, improve data quality, process unstructured inputs like customer feedback, and enhance cybersecurity.
- Cybersecurity is a top priority: GenAI-powered systems are being deployed to protect users from increasing cyber threats on travel platforms.
- Local feel, global reach: Agoda adapts pricing, language, and UX to local markets (e.g., Hindi on WhatsApp), focusing on tier II cities and domestic travel.
- Product innovation in focus: The company is enhancing flight and activity offerings and building seamless “connected trip” experiences.
- Tech investment as ROI-positive: Technology is Agoda’s second-highest expense after marketing—viewed as essential to long-term competitiveness and scalability.
- Vision for the future: Agoda aims to be a comprehensive, AI-powered travel partner offering smooth, localised, and integrated experiences worldwide.
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