Agoda taps travel creators with new ambassador program
Agoda’s new affiliate model gives creators cash, comps, and campaign visibility
The online travel agency Agoda is going all in on creator partnerships. The company has launched its Agoda ambassador program, offering influencers a new way to earn through affiliate commissions, complimentary perks, and potential campaign features.
This article explores how the program works, what it signals about Agoda’s marketing strategy, and what travel and hospitality marketers should take away from it.
Short on time?
Here’s a table of contents for quick access:
- What is Agoda’s ambassador program?
- Why creators matter in travel discovery
- What marketers should know
Patrecia Meliana
What is Agoda's ambassador program?
The initiative allows creators to share unique promo codes with their followers and earn a commission on every booking made through those codes. Participants also receive monthly sponsored stays and activities valued at up to US$225. This helps them create content around Agoda’s hotel and destination partners without needing a big budget.
Some creators may also be featured in Agoda’s marketing campaigns, boosting their exposure while reinforcing the brand’s push toward social-led discovery.
The company says this model helps creators, travelers, and hotels simultaneously. “By giving them the tools to share authentic experiences and rewarding them for the bookings they generate, we’re building a partnership model that benefits travel creators, travelers and our hotel partners alike,” said Matteo Frigerio, Agoda’s Chief Marketing Officer.
Why creators matter in travel discovery
Agoda is not just trying to go viral. This move plays directly into how travel planning works now, especially across APAC. Commonly, travelers still rely on OTA websites to book hotels. But when it comes to food and activity discovery, TikTok and Instagram play a much bigger role.
This is especially true for solo travelers, a fast-growing segment in the region. By aligning with creators, Agoda is inserting itself earlier in the decision-making journey. That means influencing not just where people book, but also how they dream, plan, and explore.
Patrecia Meliana
What marketers should know
Agoda’s affiliate-meets-influencer program is more than just a branding play. It’s a measurable, scalable push into creator-driven marketing. Here’s what matters for travel marketers:
1. Creator affiliates blend branding with performance
Promo codes give Agoda the ability to track conversion directly, while creators still generate content that builds brand awareness. It is a low-risk way to expand your reach without heavy media spending.
2. Sponsored perks enable content at scale
By offering monthly stays and activities, Agoda arms creators with real experiences to post about. This reduces creative friction and encourages organic endorsements over scripted ads.
3. Expect more direct booking strategies
With platforms like Instagram and TikTok influencing early-stage travel decisions, brands like Agoda are skipping the middlemen. Direct engagement with creators allows for more control over how hotel partners are positioned.
4. OTAs are becoming media platforms
By curating creator content and integrating it into broader campaigns, Agoda is acting more like a publisher than just a booking engine. Expect other platforms to follow suit.
Agoda’s ambassador program shows how creator marketing is evolving. It is not just about reach anymore. It is about results, relevance, and fitting into how people actually plan their trips.
For travel brands and marketers, this is a cue to rethink how you partner with creators. The future is performance-based, content-fueled, and platform-integrated.
