Agoda Doubles Premium Hotel Supply in Four Years

Agoda has doubled its supply of premium accommodation over the past four years, Andrew Smith, senior vice president of supply at the Booking Holdings-owned online travel agency, told Skift in an interview published this week.

The clearest evidence sits in new signings. In September, Agoda signed a partnership with Singapore-based Capella Hotel Group covering 12 properties across eight markets — the full Capella and Patina portfolio, including Capella Bangkok, Capella Hanoi and Capella Ubud in Bali. Capella Singapore joined the platform for the first time. Separately, Agoda launched a flagship store for Marina Bay Sands that sells Paiza and Sands Collection rooms plus experiences.

Smith said the Capella deal gives the hotel group access to Agoda's customer base and to data on travel preferences across markets.

What do the numbers show?

Demand signals are moving, though modestly in some markets. Agoda reported that searches for five-star stays rose in 2025 versus 2024 in three of its top luxury destinations:

• Kuala Lumpur: up 15%
• Bangkok: up 10%
• Bali: up 2%

Searches, however, are not bookings. Agoda has not disclosed luxury booking volumes or rates for the segment, and the company did not answer Skift's questions on whether the Capella agreement includes joint marketing, preferred placement, exclusive rates or loyalty benefits.

What does this change for hotels?

The economics remain the open question. Accor and H World have estimated the cost of direct bookings at roughly 4% to 5% of revenue, against OTA commissions of 10% to 15%. For a five-star operator weighing Capella-style distribution, that spread is the price of access to Agoda's customer base and its market-level travel data.

Until Agoda publishes booking figures for the segment, its luxury case rests on supply counts and search growth — not on proof that travelers are paying five-star rates on the platform.