Agoda and Premier Inn Partner to Capture Rising Asian Traveler Interest in UK and Europe
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The partnership aims to connect travelers from Asia and beyond to over 900 properties across the UK, Germany and Ireland.
Overview
SINGAPORE, 13 October 2025: Global digital travel platform Agoda has announced a new partnership with the United Kingdom’s (UK) largest hotel chain Premier Inn making the hotel’s portfolio of over 900 properties across the UK, Germany and Ireland, available to Agoda’s customer base. This collaboration is set to deliver greater choice and value to Agoda’s travelers, particularly those from Asia, who are increasingly seeking quality, reliable accommodation as they explore destinations across the UK, Germany and Ireland.
Partnership Highlights
Interest in travel to the UK and European region is on the rise among Asian travelers, with Agoda data showing a 20% increase in searches in 2025 compared to the same period in 2024. Excluding intra-Asian destinations, the UK ranks among the top five most searched international destinations for travelers from Asia.
With the addition of Premier Inn’s extensive network to its platform, Agoda is not only expanding its accommodation offering but also supporting Premier Inn’s ambition to reach new international audiences. Agoda’s deep roots and digital expertise in Asia offers Premier Inn the opportunity to tap into the region’s dynamic outbound travel market, connecting millions of travelers with high-quality, great-value stays as they plan their next adventure.
Executive Quotes
“Premier Inn’s commitment to delivering great value, consistent quality, and ensuring every guest enjoys a good night’s sleep are shared values that underpin Agoda’s mission to make travel more accessible and rewarding. Together we’re bringing trusted stays to millions of new travelers across Asia and beyond,” said Andrew Smith, Senior Vice President of Supply at Agoda.
“Partnering with Agoda is another exciting step forward in reaching even more guests and travelers across international markets. Greater visibility of all of our 900+ hotels will allow a new set of travelers to enjoy the comfort, service and convenience we consistently offer,” said Tim Sleep, Director of Sales & Distribution, Premier Inn.
Industry Impact
This collaboration underscores Agoda’s focus on building partnerships that deliver tangible benefits for both travelers and industry partners including accommodation, airlines and activities providers. With Premier Inn now available on Agoda, travelers gain access to a wider range of quality stays, while Premier Inn benefits from increased exposure to high-potential markets.
Together, Agoda and Premier Inn are helping to shape the future of international travel by making it easier for guests to discover and book trusted accommodation across borders.
About the Data
Data is based on searches made on Agoda between 1 January 2025 to 31 August 2025 and compared with the same period in 2024.
About Agoda
Agoda, a digital travel platform, helps anyone see the world for less with its great value deals on a global network of over 6 million hotels and holiday properties worldwide, plus flights, activities, and more. Agoda.com and the Agoda mobile app are available in 39 languages and supported by 24/7 customer support.
Headquartered in Singapore, Agoda is part of Booking Holdings (Nasdaq: BKNG) and employs more than 7,000 staff in 27 markets, dedicated to leveraging best-in-class technology to make travel even easier.
Agoda’s business-to-business (B2B) division connects accommodation, flight and activity providers alongside strategic partners to a global audience of intent-driven consumers. Agoda drives partner success with actionable insights, data-driven solutions, and localized marketing strategies. Its strategic partnerships arm, Rocket Travel by Agoda, enables global brands to launch customized travel platforms and loyalty programs.
About Premier Inn
From booking to bed, Premier Inn is here to help its guests rest easy. Whether it’s a choice of rooms across 900+ hotels, beds guests won’t want to leave, super tasty food, flexible rates or our friendly team members who genuinely care, these are just some of the reasons Premier Inn is one of the most-loved hotel chains in the UK and beyond. Premier Inn is part of Whitbread PLC.
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