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Top Tour Operators and Travel Agencies in Thailand 2024/2025

Top Tour Operators and Travel Agencies in Thailand. Below you will find 28 of the best tour operators and travel agencies in Thailand offering in total 351 tours and holidays through-out Thailand. Combined they have received 1202 customer reviews and an average rating of 5 out of 5 stars. The top tour activities offered in Thailand are: Sightseeing, attractions, culture and history, Beach, romance, getaways and relaxation & Adventure and sport.

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28 Tour Operators in Thailand with 1,202 Reviews

Travel Talk

• Address 18 Exhibition House Addison Bridge Place, London, England
• Response Rate 96%
• Response Time 1 hour

• Best-in-Class Top 5% of companies
• Excellent Service Top 10% of companies
• Superior Service Top 15% of companies

Realistic Asia

• Address 430 Cau Am, Van Phuc Ward, Ha Dong, Hanoi, Vietnam
• Response Rate 99%
• Response Time 3 hours

Bravo Indochina Tours

• Address Indochina Park Tower, 4 Nguyen Dinh Chieu, Ho Chi Minh, Vietnam
• Response Rate 42%

Intro Travel

• Address Level 2, 332 Kent Street, Sydney, Australia
• Response Rate 89%

Intrepid Travel

• Address 380 Lonsdale Street, Melbourne, Australia
• Response Rate 90%

World Expeditions

• Address 1B Osiers Road, Wandsworth, London, England
• Response Rate 82%

• Address Suite 222, 3-9 Spring Street, Chatswood NSW 2067, New South Wales, Australia
• Response Time 2 hours

• Address 6 Fife Road, Kingston Upon Thames, Surrey,, London , England
• Response Rate 84%

Prestigo Asia

• Address 3C 144/4 Alley, Quan Nhan Streets, Nhan Chinh Ward, Thanh Xuan District, Hanoi, Vietnam
• Response Rate 100%

• Address Soi Pridi Banomyong 26, Bangkok, Thailand
• Response Rate 52%

• Address 38-51 Bedford Way, London, England
• Response Rate 88%

• Address Picquet House, St Peter Port, Guernsey, London, England

Indus Travels

• Address 233, 11951 Hammersmith Way, Richmond, Canada
• Response Rate 98%

Exodus Travels

• Address Grange Mills, Weir Road, London, England
• Response Rate 85%

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We are currently updating our tour programs. Please kindly contact us, if you need any asistance regarding to our travel service. By email: [email protected] By phone: 662-8811409 Thank you.

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Customers rate Zicasso's travel referral service  5  on a scale of 1 to 5 based on  1541  reviews on Trustpilot

We match you with top tour companies that specialize in the trip you want,  whether it's a customized private tour or a group tour.

Our Thailand travel agents have unparalleled knowledge of the country's diverse landscapes, cultures, and experiences. From bustling Bangkok to serene beaches, they expertly craft customized itineraries to match your interests.  When you work with our travel agencies in Thailand, our specialists thoughtfully tend to every detail. With insider access and advice, they ensure you fully experience Thailand's mix of urban energy, tranquil temples, warm hospitality, and mouthwatering cuisine.  Designed by our Thailand travel agencies, you can experience an unforgettable, seamless Thailand vacation perfectly tailored just for you.

Discover our Thailand travel agents, the top 10% of local specialists

Our Thailand travel agents have unparalleled knowledge of the country's diverse landscapes, cultures, and experiences. From bustling Bangkok to serene beaches, they expertly craft customized itineraries to match your interests. 

When you work with our travel agencies in Thailand, our specialists thoughtfully tend to every detail. With insider access and advice, they ensure you fully experience Thailand's mix of urban energy, tranquil temples, warm hospitality, and mouthwatering cuisine. 

Designed by our Thailand travel agencies, you can experience an unforgettable, seamless Thailand vacation perfectly tailored just for you.

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Lenny's Travel Agency

 Based on  187  reviews

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I enjoyed working with Zicasso’s tour company. They were very responsive to my request and planned the perfect itinerary for my family. All the day tours and the guides were highly experienced and a lot of fun to spend time with. The elephant sanctuary was clearly a highlight, as were both boat tours of the amazing islands off Phuket. All the hotel accommodations and services were top-notch. We especially enjoyed the restaurant recommendations in each area. The trip app was very helpful and we appreciated the daily communication and document sharing of boarding passes. Overall, we truly enjoyed our first visit to Thailand. It is a very beautiful country, but more importantly, we found its people very friendly and welcoming. This was my fifth trip using Zicasso and they have never disappointed me or my grandchildren, who have accompanied me each time. They introduced me to our travel company and fulfilled all our needs and beyond.

Jeremiah's Travel Agency

 Based on  107  reviews

The trip with Zicasso’s tour operator was truly unforgettable. From the moment we booked with them to the very last day of our vacation, everything was seamlessly organized and executed. The attention to detail was impeccable, ensuring we could relax and fully immerse ourselves in the beauty and culture of Vietnam and Thailand without any worries. The itinerary they crafted for us was well-balanced, offering a perfect mix of sightseeing, cultural experiences, and relaxation. The accommodations were luxurious and exceeded our expectations, providing a comfortable retreat after each day's adventures. The tour guides were incredibly knowledgeable, passionate, and friendly, enriching our experiences with their insights and local expertise. They made sure we didn't miss out on any hidden gems and helped us navigate through each destination effortlessly. Overall, our travel company exceeded our expectations in every way possible. We highly recommend them to anyone looking for a premium travel experience in Asia. Their attention to detail, personalized service, and dedication to customer satisfaction truly set them apart.

Kevin's Travel Agency

 Based on  8  reviews

My husband and I booked our honeymoon in Thailand with Zicasso's travel agency. We worked with our travel agent to plan it and the itinerary was incredible! I barely had to do anything. He booked all of our activities, hotels, and transfers. Transportation: We went to four locations (Bangkok, Chiang Mai, Koh Samui, and Krabi) and each time we traveled internally, a guide would drop us off and pick us up. Truly door-to-door service! We also had a private guide and driver for each of our planned activities. Our domestic travel was so incredibly easy and we were super lucky to have all of them be on time and seamless! Our tour operator monitored all the flights and before our honeymoon, made sure to update a couple whose times had changed to ensure we got to our destinations with enough time. Activities: We wanted our honeymoon to be equal parts adventure and relaxation. We spent the first half of our trip in Bangkok and Chiang Mai. We toured temples, did a street food tour, took a day trip to a floating market, spent a day learning to cook with a local family, spent a day with rescue elephants, and visited a gorgeous national park, to name a few things. All were private tours with private guides! A shout-out to our amazing guides in Bangkok and Chiang Mai. We then spent intentionally unstructured time at the beaches of Koh Samui and Krabi (I’d recommend Krabi over Koh Samui (I was the one who added Koh Samui to the itinerary, but should have listened to our travel agent!). Krabi was so perfect for a honeymoon. Accommodations: All were five stars and beautiful! We had cute honeymoon welcome gifts everywhere we went. In summary, it was so worth working with our travel team to plan a stress-free honeymoon. We had an incredible time and couldn’t have loved it more!

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Michael's Travel Agency

 Based on  331  reviews

The trip was fantastic, and Zicasso’s travel company did a great job setting up all of the tours and arrangements, including the transit cards, train tickets, and Wi-Fi device.

John's Travel Agency

 Based on  168  reviews

Overall, we had a great time. First, I want to thank our Zicasso travel consultant, who helped us plan an itinerary that met all of our needs. She was very prompt and incorporated our feedback.

George's Travel Agency

 Based on  2  reviews

Although frequent travelers, this was our first trip to Asia. We greatly wanted to visit Thailand, but were uncertain how to proceed in planning our trip. Through Zicasso, we came into contact with our travel agent. We had great conversations with him about our interests, what we were hoping to experience in Thailand, and our travel style. He put together an initial travel itinerary, which we subsequently modified in follow-up conversations. Our agent was great to work with and we felt very involved in the process of setting up our trip. We have now returned from the trip and it was wonderful, or as my wife keeps telling people, magical. The attention to detail was impressive. The accommodations were first-rate. Travel occurred as planned, with air and land travel within Thailand going without a hitch. My wife has food allergies and was very concerned about how she would manage in Thailand. Our agent made sure our hotels and excursion providers were well informed of her dietary restrictions ahead of time and she was able to relax and enjoy herself without worry. As an example, when we went to the breakfast buffet at our hotel in Bangkok, a staff member approached us and went over their buffet, telling my wife which dishes to avoid. The best part of our trip was our guide. He was a wonderful person who took great joy in sharing his vast knowledge of Thailand with us. The excursions we took were enriched by his presence. Our agent was readily available to answer any questions we had as our travels progressed. We felt that his company’s resources were available to us throughout our travels and that he had our backs. I would like to emphasize that we were extremely pleased with the company and are highly recommending them as we recount our trip with friends and family. I would not hesitate to work with them again in planning future travels.

Allison's Travel Agency

 Based on  38  reviews

We had a very interesting 18-day trip to Laos and Vietnam in February. We worked closely with our Zicasso tour operator to plan a customized trip that included a number of stops and different experiences. We started in Laos, with the monasteries, waterfall/hiking, cooking classes in Luang Prabang, and outdoor activities in beautiful Vang Vieng (hiking, caving, and kayaking). We spent the next 13 days in Vietnam – chaotic Hanoi; beautiful Ha Long Bay and Ninh Binh, with the fantastic limestone karsts; historic Hue, the Imperial City; picturesque Hoi An, with the serene and spectacular resort; ending up in Saigon for a day. We had three knowledgeable guides with different personalities and backgrounds – Laos, northern Vietnam, and central Vietnam. We had interesting and detailed discussions which enhanced our understanding of the history of the region, as well as the US impact on Laos and Vietnam. Although we liked our guides, we realized they were independent contractors and did not really have any input in our day-to-day itinerary (which did have changes from the original). Although most of the changes were fine, we would have liked better communication – letting us know about the changes and options. As a result, we spent more time managing each day's itinerary with our guides to ensure we liked the next day's itinerary. In summary, we truly liked and enjoyed our well-planned trip.

Hien's Travel Agency

 Based on  1  reviews

Our trip to Thailand was amazing! Everything was planned perfectly by the agency. Pickup from the airports was on time and our tour guides were beyond spectacular. The knowledge they presented during our tours and drives was very helpful. The lunch places they took us were absolutely delicious! Def will refer our friends and family.

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Thailand Tour Companies

Looking for an unforgettable Thailand tour? Book a fully-organized trip with the best tour companies in Thailand and let the tour operator take care of everything for you. Check out the tour details and read 218667 reviews from our customers to help you choose the perfect tour for you.

List of Thailand travel companies & tour operators with 218667 reviews

Hoi An Express

• Excellent - 333 reviews for Thailand tours

Everything worked as planned. Great tour and amazing guides

This was a fantastic tour with excellent value for money. The all-inclusive tour was good, making my experience excellent. Thanks Hoi An Express for taking so much care about us and trying their best in managing our trip in such conditions.

G Adventures

• Excellent - 19,111 reviews for Thailand tours

The tour guide Jill was absolutely amazing. The tour itself was a great quick view of Thailand and its culture. Would definitely say it’s designed more for 30+ age group.

Kosal went above and beyond to make this tour one of the best I've ever been on! We learned so much about the history of the countries and it was the perfect itinerary. Literally could not recommend enough!!!

• Excellent - 5,455 reviews for Thailand tours

Rhi was an amazing tour guide and made the trip so special for each and every one of us. She built a connection with us all which made the trip so much more fun. She was always bringing up the vibes of the group when needed whilst also being informative, there was a perfect balance! Couldn’t recommend Rhi more.

Stupendous tour manager. She’s inclusive, understanding, respectful, intelligent, charismatic, and loves her job. Anyone would be lucky to have a tour with Rhi.

• Excellent - 15,416 reviews for Thailand tours

This was my first trip with Tru Travels and first ever group tour in general and I had the best time! Can’t thank Mickey enough for making sure we were all happy, going above and beyond to provide all the information we needed and making sure we had the time of our lives even through the lows. You can tell he really loves his job and is somehow always happy! I loved the combination of doing the north and south of Thailand, there was always a good balance of having lots of activities to do and things to see as well being able to wind down and relax. I’ll never forget my time in Thailand and all the amazing people I got to meet! Would 100% book another tour with Tru Travels.

Taro our tour guide was first class. Made the trip for me and my son can’t praise him high enough. Miss communication with admin and me in emails regarding which hotels we would be staying in on the trip were an issue at the beginning of the tour which I wasnt happy about. The tour itself was great. Once in a life time trip for us

INTRO Travel

• Excellent - 14,818 reviews for Thailand tours

Couldn’t fault my experience. The tour was so well organised, so stress and hassle free, and our guide Sophie was just incredible. Throughout she has made it so easy, she’s always given extra recommendations for extra activities, food etc. She’s been an amazing guide when visiting different cultural spots and sightes. And overall she’s been a great leader and friend. I couldn’t have asked for a better person to put me at ease when solo travelling. Super great fun for her time and energy

The Thai Intro itinerary was great, I enjoyed everything that we did. Our guide Sophie Duncan was absolutely amazing! She was so organised and nothing was too much trouble for her. I am so glad we had her as our leader. Would recommend this trip to anyone!

Feel Free Travel

• Excellent - 511 reviews for Thailand tours

This was my first time traveling with a tour company and I had an amazing experience every step of the way! I asked so many questions throughout the booking process about the itinerary and dietary restrictions and everyone I spoke to was so patient and accomodating. The itinerary included tours and activities that were fun and exciting. The views we woke up to every morning, the beaches, and the snorkeling experience was all so breathtakingly beautiful; and I couldn't have asked for a better group and tour guide to travel with! Luka was so knowledgeable, caring, and fun; and he always went above and beyond to help us with anything we needed. Thank you for such an amazing trip! I highly reccomend the Thailand Island Hopper Tour with Feel Free Travel!

I booked the 15 day Thailand group tour and had one of the best experiences of my life! I specifically chose this tour as it covered a lot of the key places including Chiang Mai and Pai in the North which actually turned out to be my two favourite places! I decided to book with Feel Free after having a half hour call with one of the founders Adam where all my questions about the tour was answered thoroughly and honestly! I personally don’t drink and go out but this tour is great if you do like to drink and party or don’t! I loved that everything was optional and no one was pressured to do anything they didn’t want to do! I’d join most of the group dinners and on the couple nights there were nights out I did my own thing! The tour is jam packed with lots of different activities day to day, can be a lot but definitely worth it! The itinerary is so carefully thought out and I experienced a number of activities I never thought I’d try! My group leader Jamie was also great! She was very attentive to everyone and their needs and how they were feeling. I really appreciated the little things like her being on call if I had any questions when I was out doing my own thing, waking up pretty early to make sure I got picked up to be taken to the extra Muay Thai class I decided to go to, carrying my suitcase at times when she didn’t need to, taking pictures and videos whilst we were enjoying the moment etc. I also liked the balance of having free time to do our own thing, especially when it can be overwhelming at times for some people to constantly be around a group of people. I also met some incredibly amazing and inspiring people on this tour who I’m so grateful to have met! Everyone was super lovely, sweet and caring and will never forget the amazing experiences and memories I made with everyone! The group was mixed with both introverted and extroverted people but everyone got on so well and made a conscious effort to get to know everyone! Overall one of the best experiences ever, thank you Feel Free for the best 15 days of my life!

Destination Services Thaila…

• Excellent - 116 reviews for Thailand tours

Visits many places in the north western part of Thailand including ancient sites

Great experience, great guide

Intrepid Travel

• Excellent - 11,712 reviews for Thailand tours

Sehr gut ausgewählte Ziele! In der Kleingruppe hatte man das Glück, trotzdem individuelle Erlebnisse und Freiraum zu haben.

Pleasant. Don’t expect any sailing, it’s motorboat catered for tourists who want to relax, suntan and read a book and eat lots of good food. The wind wasn’t always there to be true but even when it was we had a scheduled tour so not many tourists were up for it so captain has to follow itinerary. It’s a bit sad as the boat crew are all very seasoned sailors who just make a nice little cruise for the middle aged. It’s 2 and 1/2 days not 4 as advertised. Main company is Intrepid and they have so many safety rules, makes you feel like a child in a holiday camp. I had a good time but definitely I’d like to try a proper sailing boat next time.

• Excellent - 131 reviews for Thailand tours
• This operator has no Thailand reviews

Legend Travel Group

• Excellent - 920 reviews for Thailand tours

Love all our guides- (especially Cat)- very informative and enjoyable- the only downside was Phuket- Our guide Ben, very nice and informative but was only with us from airport to hotel- filled us with all sorts of tours and ideas for our 1 open day but between our lack of not understanding some of the communications and so little time to decide was not good for us- we would have preferred a written guide given for things to do before we arrived in Phuket and we would then be able to decide what to do and ask any questions we needed answers to. This is our only reason deciding Good instead of excellent

I loved the experience The first hotel Novotel at Bangkok wasn’t that nice (no good air conditioning) but the rest was great Nikki was our super guide at Bangkok The best guide I ever had She took a lot of group pictures without us asking and always provided information about everything Thank you Nikki!!

Realistic Asia

• Excellent - 907 reviews for Thailand tours

This tour was fabulous! My husband and I and our two teenage sons really enjoyed it. We found the tour to be well organised and had great support from the travel agent throughout the tour. All our airport transfers went seamlessly and we had a wonderful time experiencing and learning about Thai and Vietnamese culture and customs. The tour guides were excellent, so patient, respectful and knowledgeable. I highly recommend this tour!

good organized tour with lots of places to visit

Ultimate Travel

• Excellent - 934 reviews for Thailand tours

Jay Jay and Morgan were great tour guides! My husband and I requested private accommodations the first day of the tour (for a separate upgraded cost, of course) and they made those arrangements for us seamlessly. They also had numerous recommendations for food and activities on the days we had free time, which was very helpful. We loved this tour and enjoyed our time immensely!

TERRIBLE SERVICE- if I could give 0 stars I would! I was looking forward to a lovely tour of Thailand as it seems like a rather beautiful country to explore. However, due to unforeseen circumstances, I requested to change the dates of my tour which fell to death ears. I was asked to pay an additional charge to change dates to later this year which is outrageous considering the low cost of living and budget hostels/ hotels booked. All in all save your money and book with another company that appreciates you as a consumer.

Travel Talk

• Excellent - 6,404 reviews for Thailand tours

We did the 23 day Vietnam, Cambodia and Thailand tour. Here are our thoughts and some hopefully helpful information for those considering this trip in the future. We loved Vietnam. Our guide Duc was excellent and the pace was varied with some long days interspersed with shorter days. In this leg, we got to spend time in the cities and villages exploring and did a multitude of different activities. Very good mix of things. Loved Ha Long Bay. Cambodia was fine. It was only 5 days and our guide was ok. Some neat adventures like the bamboo train and bat cave, plus Angkor Wat as the highlight. Thailand was terrible. We spent 4 days out of 6 on the bus for over 6 hours each day just visiting temples. Too many temples and too long on the bus. We would arrive at hotels after 7 pm, told to find dinner but have your bags out by 630 am the next morning. No time to explore the towns or enjoy the hotel amenities. The itinerary was a joke for these times talking about enjoying time at the pool or local markets when we arrived so late. Little to no culture in the Thailand tour. We felt cheated on learning about Thailand, and it was exhausting. We would recommend travel talk do up some FAQs for travellers speaking about visas, (some wasted money on a Cambodian e visa and photo, neither of which was needed) currencies, water consumption, luggage limits well before the trip (were told limits 3 days before when we had already left home). Tell people inclusion fees must be paid in cash so people can plan for this. No credit card option is available. So be prepared to visit the atm regularly. The overall itinerary needs to be updated as prices are not current and some places have been closed since Covid and substitutions were made. Some optional activities were not available. Our actual tour ended 2 days before it should have with the Thailand guide leaving us Friday afternoon and we were on own own the rest of that day, Saturday and Sunday morning. Look for hotels closer to things to do in the cities. Some were more than 30 minutes away from anything and nothing around for restaurants. Overall, we could recommend Vietnam and perhaps Cambodia, but not Thailand.

Should have been called a “Temple Tour” as we visited more temples than anything else. Mostly the hotels were good with the exception of The Wink hotel, which was changed pretty much last minute from the Paragon Saigon Hotel, which was 3 star at best. It was a shame that we didn’t get to spend more time in these hotels - boarding the bus at 7 a.m and reaching the next hotel at 6:45 p.m, still needing to get dinner just for a repeat experience the next day was really not enjoyable. Moreover, during these 12 hour tours, our stops were for temples and one unspectacular lake; very disappointing. The speed boat ride to Cambodia was also disappointing, we were jammed in tight and seating was so low we couldn’t see anything. Then on arrival at Cambodia, we were faced with a very steep ramp to pull our luggage up and NO ONE to help- no porters for us but other tours also disembarking there had porters???

Bravo Indochina Tours

• Excellent - 624 reviews for Thailand tours

I had today a tour in Phnom Penh showing me around the city but as well to points of interest that I wanted to have myself. The agency organized everything very well ; the tour guide was very informative giving a lot of details I enjoyed the tour very much and made it an excellent round up of my visit to Cambodia. Continue please like this to show the beautiful parts of your country to the world! Thank you very much

Sang is a great tour leader. He is very helpful and likeable

• Excellent - 26 reviews for Thailand tours

Mee was a wonderful guide who went out of her way to make our tour special.

great fun and flexible

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Thailand is a beautiful country in Southeast Asia known for being a melting pot of culture, tastes, traditions, and history. As a leading Thailand travel agency, we’ve created guides that contain up-to-date information on everything there is to know about this popular holiday destination to help you truly get the best out of your holiday experience.

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Our travel specialists are constantly updating the website’s COVID-19 facts section to prevent any confusion. We will also work with you in updating your holiday plans should any changes be necessary.

Personal Assistance During Holidays

Our English-speaking travel specialists are prepared to support you with your queries and needs any time, any day. Our goal is to ensure that your holiday remains stress-free when you visit Thailand.

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Why Choose Thailandos As Your Travel Agency?

Choosing us as your travel companion boosts your journey from ordinary to extraordinary.

We pride ourselves on creating personalized travel itineraries that dive deep into the heart of Thailand.

Combined with our on-ground expertise and our commitment to top-notch service, Thailandos ensures that every traveler enjoys the warmth of Thai hospitality and returns home with a collection of cherished lifelong memories.

Travel Quality Guaranteed

At Thailandos, we focus on making your vacation hassle-free. We screen all hotels and private tours. Our travel agents and tour operators also visit each site to ensure they meet our standards for quality and authenticity.

Apart from our screening process, our travel agency prides itself on delivering the ultimate dream holiday. We understand that every detail matters, including where you stay.

That’s why we offer personalized hotel arrangements. We take into account your bed choice or room smoking preferences. We can also arrange extra beds and cots for your family. Throughout our partnership, we guarantee you won’t pay anything extra upon checking in.

Unrivalled Access to Hidden Gems

As a leading travel agency in Thailand, we offer holiday packages that take travelers to the country’s most stunning sites.

These places include the Grand Palace, Floating Market, Summer Palace, and the Chao Phraya River.

But unlike other travel agencies, our tour operators focus on more than just the country’s main highlights. Our tour package also gives travelers unrivaled access to some of Thailand’s hidden gems, such as Chiang Dao (also known as the “City of Stars), Talay Bua Daeng (Red Lotus Sea), and the charming mountain village of Pai.

With us, your Thai adventure isn’t just about the highlights; it’s about discovering the extraordinary.

Expert Guides Committed to Excellence

Our team comprises foreign residents who have made Thailand their home. Their experience provides a unique advantage – a blend of local insights and international perspectives.

We match each client to a tour guide with deep-rooted knowledge of Thailand’s culture, customs, and hidden gems.Our commitment to excellence goes beyond borders.

That means we avoid connecting our travelers to chatbots. Instead, our clients can access our round-the-clock customer service representatives offering personalized and multilingual support. This ensures that each holiday booked with us is not just a visit but an immersion into the heart of Thailand.

Best Prices Only

At Thailandos, we customize our travel services to fit your budget and holiday needs. Our holiday packages are priced better than those offered by other agencies in the market.

We also deal directly with local suppliers, allowing us to provide each client with exclusive discounts and special offers.

Apart from our competitive pricing, we also prioritize the safety of our customers. All transactions are done through secure payment platforms, ensuring your financial information remains protected. Furthermore, our commitment to transparency means there are no hidden fees.

What you see is what you get, and we take pride in delivering on our promises without any unexpected costs.

Home to some of the most stunning beaches, lush mountains and greenery, mouthwatering dishes, and vibrant nightlife, Thailand is one of the most popular Southeast Asian travel hubs and should definitely be on every traveler’s bucket list.

Thailand has a lot to offer travelers — whether you are a backpacker on a budget or a holidaymaker looking for a luxurious getaway. This exotic destination allows visitors to go on a food tour where they will experience the flavors that make Thai cuisine unique and celebrated globally.

This tropical paradise also offers the best beaches and the most wonderful attractions that will leave visitors wanting more.

Northern Thailand

The north is known for its scenic mountain views and cooler temperatures. Locals and tourists alike flock to the north to hike, bike, rock climb and visit the local elephant sanctuary. The north is also known for the unique hill tribes living in the mountainsides, giving tourists the opportunity to experience local culture.

Best Places In Northern Thailand: Chiang Mai, Mae Hong Son, Chiang Rai, Lampang

Central Thailand

Central Thailand is known for its ancient ruins as well as the many plains where locals farm rice. The region is home to the capital city of Bangkok and the Chao Phraya River.

Best Places In Central Thailand: Bangkok, the ancient city of Ayutthaya, Kanchanaburi, Bang Pa-In, Damnoen Saduak, Hua Hin

Eastern Thailand

Where Central Thailand is marked with skyscrapers and ancient ruins, the east boasts some of the most beautiful sandy beaches and a very lively nightlife.

Best Places In Eastern Thailand: Ko Kut, Ko Samet, Ko Chang, Ko Wai, Trat, Rayong, Ban Phe, Bang Saen

Western Thailand

Western Thailand is known for having incredibly well-developed facilities and plentiful activities. The islands in the western region also feature crystal-clear water and stunning coral reefs.

Best Places In Western Thailand: Kanchanaburi, Phetchaburi, Ratchaburi (known for its floating food markets), Tak

Southern Thailand

Southern Thailand contains plenty of beautiful beaches and islands. However, it is known best for Koh Phangan Island, home to the world-famous Full Moon Party.

Best Places In Southern Thailand:

Phuket, Ko Pha Ngan, Khao Sok National Park, Railay, Ko Tao, Ko Lipe, Similan Islands, Ko Phi Phi, Koh Lanta

PCE Travel Consultants: Hotel rooms, accommodation, tours, activities, transportation in Thailand and South East Asia.

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16 Best Travel Agencies to Thailand: Your Gateway to Exotic Adventures

Exploring the Land of Smiles through the right travel agencies in Thailand can unlock unforgettable experiences.

Boasting diverse landscapes, rich culture, and a plethora of attractions, Thailand is a gem waiting to be discovered.

In this guide, we're highlighting 16 top-tier travel agencies that promise to navigate you to the country's most exotic adventures.

You'll find agencies catering to all travel styles, ensuring your Thai escapade is personalized and memorable.

Dive in, and start planning the trip of a lifetime in the heart of Southeast Asia.

Table of Contents

Overview of Thailand as a Tourist Destination

Thailand is truly a paradise for travelers with its diverse attractions. Imagine traversing through the luscious jungle on an elephant's back, exploring the ancient ruins of forgotten empires, diving into crystal-clear turquoise waters teeming with marine life, or simply enjoying the vibrant nightlife in some of the most modern cities in the world. Thailand's charm lies in its blend of tradition and modernity, nature and architecture, tranquility, and excitement.

Why Use a Travel Agency for Your Thailand Trip?

In this digital age, planning a trip to a foreign country could be as simple as a few clicks. But would you risk missing out on hidden gems and cultural nuances? By partnering with a trusted travel agency , you're ensuring that your Thailand trip is tailor-made to your preferences, ensuring that you get the most out of your travel experience.

Understanding Travel Agencies

Travel agencies are the unsung heroes of the tourism industry. They handle everything from flight and hotel bookings to providing itineraries, ensuring that travelers have a seamless and enjoyable journey.

What Does a Travel Agency Do?

A travel agency takes the stress out of travel planning. Their job isn't just about booking flights and accommodation. They listen to your needs, advise on the best travel times, provide local insights, and design tailor-made itineraries that suit your preferences. They handle the nitty-gritty details so you can focus on enjoying your trip.

Picture this – you're in Chiang Mai, known for its elephant sanctuaries. Instead of visiting a typical touristy elephant park, your travel agent, with their local knowledge, arranges a visit to an ethical sanctuary where you can feed, bathe, and spend quality time with these magnificent creatures, contributing positively to animal welfare. That's the personalized touch a travel agency can bring to your trip.

Benefits of Using Travel Agencies for International Travel

Using a travel agency, especially for international travel, offers numerous benefits. First, they save you time and stress. Navigating through hundreds of hotel reviews and trying to find the best deals can be overwhelming. Travel agencies have the expertise and resources to do that efficiently.

Second, travel agencies have insider information and connections that most individuals do not. They can get you better deals, exclusive access to experiences, and help with any travel issues that arise.

And finally, travel agencies provide a safety net. In case of unforeseen circumstances such as flight cancellations or health emergencies, they will be there to provide support and solutions.

Top Travel Agencies in Thailand: A Detailed Review

Picking the right travel agency for your Thailand trip is crucial. They hold the key to unlock a plethora of unique and authentic experiences tailored for you. To help you make the best choice, we have compiled a detailed review of the top travel agencies specializing in Thailand trips.

1. Exodus Travels

Exodus Travels brings a wealth of experience with over 45 years in the industry. They specialize in adventure and cultural tours, perfect for thrill-seekers and history buffs.

Exodus Travels offer a range of Thailand tours, including cycling through the scenic countryside, trekking in the northern hill tribes, and wildlife spotting in the national parks. Their small group tours ensure personalized attention.

Customer Reviews

Customers praise Exodus Travels for their well-organized itineraries and knowledgeable guides . Their focus on responsible travel and local experiences is highly appreciated by eco-conscious travelers.

2. INTRO Travel

INTRO Travel is known for its vibrant group tours targeting young adults. Their tours are a blend of fun, adventure, and cultural immersion.

INTRO's Thailand tours cover must-see spots and off-beat experiences. From learning Thai cooking to participating in a traditional Thai boxing class, INTRO offers a unique look into Thai culture.

INTRO Travel enjoys positive feedback for its fun-filled itineraries and helpful guides. Young travelers in particular love the social aspect of their tours.

Contiki caters to the younger demographic, offering exciting and engaging tours around Thailand. Their tours are perfect for solo travelers looking to meet like-minded individuals.

Contiki offers a range of Thailand tours, including island hopping in the south and exploring cultural sites in the north. Their tours also include volunteer opportunities for travelers looking to give back.

Travelers commend Contiki for their hassle-free travel planning and social atmosphere. Their focus on sustainable tourism also earns them brownie points.

Known for its custom-tailored travel solutions, Odynovo offers an exclusive range of services designed for an immersive experience.

Odynovo specializes in tailor-made tours that perfectly sync with your interests. You could be exploring the temples of Bangkok, relaxing on the beaches of Phuket, or trekking in the mountains of Chiang Mai; Odynovo ensures a journey as unique as you.

Travellers appreciate Odynovo for their high-level customization, exceptional service, and detail-oriented approach. The agency has consistently received high praise for providing seamless travel experiences.

5. Trafalgar

With over 70 years in the travel industry, Trafalgar brings a wealth of experience and knowledge to its clients. They specialize in guided tours that take you deeper into the local culture.

Trafalgar’s Thailand tours delve into the heart of the country, taking you beyond the typical tourist sites. Experience local Thai cooking classes, visit lesser-known temples, and meet local communities, all under Trafalgar's umbrella.

Clients applaud Trafalgar for their well-planned itineraries, quality accommodations, and expert travel directors. Many mention the local experiences and interactions as the highlights of their trips.

6. TruTravels

TruTravels focuses on fun and adventure, offering tours specifically designed for younger travellers.

From full moon parties on Thailand's tropical islands to ethical elephant encounters in the north, TruTravels' itineraries are full of adventures and unique experiences that appeal to the younger demographic.

Customers love TruTravels for their fun-packed itineraries and social atmosphere. Many have made lifelong friends on these tours, thanks to the agency’s emphasis on group experiences.

7. Travel Talk

Travel Talk is popular for its competitively-priced, high-quality tours. Catering mainly to younger travellers, they focus on creating memorable, shared experiences.

Travel Talk offers exciting adventure tours in Thailand that cover a range of activities from beach parties in Phuket to jungle exploration in Chiang Mai, making for an adrenaline-fueled journey.

Travel Talk receives excellent feedback for its well-organised tours, fun-loving guides, and affordable pricing. Many customers value the company’s emphasis on shared experiences and group bonding.

8. Exotic Voyages

Exotic Voyages is a luxury travel agency known for crafting bespoke itineraries that delve deep into the cultural heartland of Thailand.

Exotic Voyages curates luxurious packages involving high-end resorts, private tours, and exclusive dining experiences in Thailand, making your journey truly unforgettable.

Clients rave about Exotic Voyages’ attention to detail, impressive organisation, and excellent customer service. Their tailor-made luxury experiences consistently receive high praise.

9. Realistic Asia

Realistic Asia stands out with its mission to provide authentic, local experiences that respect and promote the culture of the destinations visited.

Realistic Asia focuses on culturally-immersive tours such as cooking classes with local chefs, temple visits with monks, and home stays in traditional villages.

Customers laud Realistic Asia for their insightful itineraries and responsible tourism practices. Many also highlight the agency's focus on local experiences and ethical travel.

10. Intrepid Travel

Intrepid Travel is renowned for its commitment to responsible travel and providing off-the-beaten-track experiences. They place a high emphasis on sustainability and supporting local communities.

Intrepid offers tours that focus on local culture and nature. Their trips to Thailand may include homestays in rural areas, trekking in remote provinces, and visiting ethical animal sanctuaries.

Intrepid consistently earns high marks for its ethical approach to tourism, knowledgeable guides, and exceptional local experiences. Many customers appreciate the company's commitment to responsible travel and local engagement.

11. Exoticca

Exoticca is a travel company offering luxury tours with a unique blend of comfort, adventure, and cultural immersion. They specialize in providing unique experiences in the most exquisite landscapes.

Exoticca offers luxury packages in Thailand that include 5-star accommodation, private transfers, and exclusive tours. They often provide unique experiences such as private river cruises or exclusive dining experiences in top-tier restaurants.

Exoticca receives glowing reviews for its blend of luxury and culture. Customers are often impressed with the high quality of accommodation, transportation, and unique experiences offered during the tours.

12. G Adventures

G Adventures is a Canadian-based travel agency with a strong emphasis on community tourism and promoting sustainable travel.

G Adventures provides various travel styles for Thailand, including classic tours, active adventures, and local living experiences. They encourage interaction with local communities, often incorporating home-cooked meals or local craft lessons into their tours.

G Adventures frequently receives positive reviews for its commitment to sustainable tourism, well-crafted itineraries, and excellent local guides. Many customers applaud the intimate group sizes and the ability to explore less-touristic sites.

13. Explore!

Explore! is a UK-based travel company that offers small group adventures. They are recognized for their diverse and innovative itineraries.

Explore! offers a variety of unique tours in Thailand, from cycling through the scenic countryside to kayaking in the crystalline waters of the Andaman Sea.

Customers regularly praise Explore! for their excellent guides, well-planned activities, and the chance to explore local culture and nature. Many reviewers have noted the company’s professionalism and exceptional customer service.

14. Legend Travel Group

Legend Travel Group is a travel agency known for its comprehensive and well-organized tours across Southeast Asia. They specialize in offering unique and exciting travel experiences with a focus on cultural immersion.

When traveling to Thailand with Legend Travel Group, travelers can expect a full immersion into Thai culture. They offer special services like private guided tours of famous landmarks, cooking classes with local chefs, and exclusive visits to secluded beaches and islands.

Customers often praise Legend Travel Group for its well-executed itineraries and the professionalism of its guides. Reviews often mention the agency’s responsiveness and dedication to ensuring memorable travel experiences.

15. Feel Free Travel

Feel Free Travel is a travel agency that provides small group tours for young adults. Their philosophy is about promoting freedom through travel, offering a balance of guided tours and free time for exploration.

Feel Free Travel offers tailored Thailand experiences for young adults. These include activities like full moon parties, visits to elephant sanctuaries, and exploration of Thailand's vibrant street food culture. They also provide ample free time for independent exploration.

Feel Free Travel consistently receives positive reviews from its customers. They appreciate the balance between guided group activities and individual exploration. The company’s friendly and knowledgeable guides are also regularly mentioned in positive reviews.

16. Destination Services Thailand

Destination Services Thailand is a dedicated travel agency that specializes in providing tailor-made experiences in Thailand. They cater to various types of travel, including leisure, business, and MICE (Meetings, Incentives, Conferencing, Exhibitions).

Destination Services Thailand offers bespoke services tailored to individual customer needs. They organize everything from cultural heritage tours to luxury hotel bookings, adventure sports activities, and business meetings, all while ensuring seamless travel experiences.

The company receives high praise from customers for its excellent service, attention to detail, and ability to create personalized travel experiences. Customers often highlight the agency's expertise in Thai travel and its commitment to satisfying diverse travel requirements.

Know more: Top 10 Travel Agencies in Nepal

Choosing the Right Travel Agency for Your Thailand Trip

Choosing a travel agency for your Thailand trip is an important decision that can significantly impact your travel experience. The right agency can provide you with a hassle-free trip and an immersive experience of the local culture and scenery.

Factors to Consider When Choosing a Travel Agency

When choosing a travel agency for your Thailand trip, consider the following factors:

• Experience and Expertise in Thailand : An agency with in-depth knowledge of Thailand can offer unique insights and ensure you experience the best of the country.
• Services Offered : Look for agencies that provide comprehensive services, including accommodation booking, transportation, guided tours, and support throughout the trip.
• Customer Reviews and Testimonials : Reviews from past customers can provide valuable insight into the quality of services offered by the agency.
• Cost and Value : While cost is an important factor, it's also essential to consider the value you're getting for your money. The cheapest option may not always offer the best experience.
• Personalized Attention : A good travel agency will tailor your trip to your preferences and be responsive to your needs before and during your trip.

Questions to Ask Your Potential Travel Agency

When contacting potential travel agencies, consider asking the following questions:

• What kind of experiences do you offer in Thailand?
• Can you tailor the trip according to my preferences and interests?
• What does your service include (e.g., accommodations, transportation, meals, guides)?
• Can you provide references or testimonials from past customers?
• What kind of support will I receive during the trip?

Know more: Travel Tips and Guides

Tips for Traveling to Thailand with a Travel Agency

Traveling to Thailand with a travel agency can be a fantastic experience if you come prepared.

Understanding the Culture and Etiquette of Thailand

Thai culture is rich and diverse, with strong influences from Buddhism. Respect for elders and superior is highly valued. It's important to dress modestly, especially when visiting religious sites. Show respect for the royal family and avoid discussing politics.

What to Pack for a Trip to Thailand

Thailand's climate is tropical, so lightweight clothing is suitable for most of the year. It's also advisable to pack a light raincoat for the rainy season and sunscreen for the hot summer months. Don't forget your swimsuit for the beautiful beaches and a good pair of walking shoes for sightseeing.

Know more: How to Pack a Backpack with Clothes for Travel

Top Destinations to Visit in Thailand

Thailand is known for its stunning landscapes, historic temples, and vibrant cities. Here are a few top destinations you should not miss:

• Bangkok : The capital city is known for its bustling street life, ornate shrines, and vibrant nightlife.
• Chiang Mai : This northern city is famous for its historic temples and the annual Yi Peng Lantern Festival.
• Phuket : Thailand's largest island is known for its beautiful beaches and exciting water sports.
• Ayutthaya : This historic city is home to ancient ruins and is a UNESCO World Heritage Site.
• Pai : A small town in the mountains known for its natural beauty and relaxed atmosphere.

Remember, a good travel agency can help you explore these destinations in a unique and immersive way.

Read more: What Size Backpack for Travelling to Choose

FAQs about Travel Agencies Thailand

What is the best travel website in thailand, how much will a trip to thailand cost, what is the best agency in travel, what is the most famous travel agency, final thoughts about travel agencies in thailand.

Traveling to Thailand with a travel agency can significantly enhance your experience, providing expert guidance, curated experiences, and comprehensive support. The convenience of having every aspect of your trip planned and taken care of allows you to fully immerse yourself in the rich culture, stunning landscapes, and thrilling adventures that Thailand has to offer. 7 years back to Thailand, about a visit, it was more fun.

Our final advice for making the most of your Thailand adventure with a travel agency is to communicate your interests and preferences clearly. This will allow the agency to tailor your trip for the best possible experience.

Remember to be open and flexible to the unique opportunities that may arise and take every chance to immerse yourself in the incredible Thai culture. After all, the magic of travel lies in the unexpected surprises and new experiences that broaden our perspective.

To know more: Places to Visit in Michigan in the Fall

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International Tour Center (ITC) is Thailand’s leading full-service travel agency. We are experts in inbound and outbound tourism, as well as business and leisure travel.

ITC started as a ticketing agency in 1969, at the time when Thailand was just an emerging market in the global tourism industry. Over 50 years of trust and credibility, our business has grown and expanded into extensive networks of incentive travel, tours and transport for large-scale events, VIP services and lifestyle travel consulting. We also specialize in corporate travel, visa application arrangement and travel insurance.

ITC offers “one-stop service” with optimized travel solutions for business, leisure, and incentive travel worldwide. With 120 employees and reliable networks in the travel trade worldwide, we could reduce your stress of arranging your next trip. Our professional team will help you through every step of the vacation planning process.

Registered Name

International Tour Center Co., Ltd.

50/980 Moo 9 Bang Phut Pak Kret, Nonthaburi Province, Thailand 11120

Business Areas

Corporate Travel

Travel Insurance

• € EUR

Luxury Thailand Tours made for you

is home to over 300 Buddhist temples

is where you can go on mountain hikes and meet indigenous hill tribes

to see the famous ‘James Bond’ island

Khao Sok National Park

to get up close with rescued elephants

is where you will find Thailand's only Michelin-starred street food stall

Idyllic islands, vibrant cities, beautiful countryside and some of the world's friendliest people

Thailand is a country that ignites the senses with its rich culture, natural beauty and incredibly hospitable people. From the bustling metropolis of  Bangkok  to the pristine islands and rolling highlands, there is so much to discover.

Our in-depth, first-hand knowledge of Thailand means we can create bespoke itineraries that cater to your interests. Whether you want to dive headfirst into its intoxicating cities, experience the incredible cuisine or simply relax on white sandy beaches surrounded by the sparkling waters of the Andaman, Jacada Travel will help you discover your perfect Thailand.

Soak up the strong cultural heritage of the north in the towns of  Chiang Mai  and  Chiang Rai  where our expert local guides will show you around the temples and palaces. This is such a beautiful part of the country. We recommend hiking, cycling and hot air ballooning as a wonderful way to appreciate it. This is also a great place to learn about Thai cuisine with visits to the local markets: our guides will take you to stock up on fresh herbs and spices, and we’ll organise cooking classes so you can learn how to create fragrant, authentic dishes.

Then take your pick of the Thai islands. Powder soft sand and turquoise waters make these some of the world’s most beautiful and with so many to choose from, there is an island to suit everyone. And of course, there’s  Bangkok  – a natural start and end point for your trip and an incredibly vibrant city that really showcases the best of ancient and modern Thai culture.

Go from street food stalls to Michelin-starred restaurants in Bangkok

Visit temples and hill tribe villages in Chiang Mai

Go on exciting outdoor adventures in Chiang Rai

Relax in Koh Kood , home to some of the best beaches in Thailand

Explore protected marine parks and feast on incredibly fresh seafood in Phuket

Rachel O’Leary

Travel Designer

Thailand is an incredible place to experience, and sometimes, the best moments can't always be planned. One evening while in Thailand, I took a late night dip in the ocean and was lucky to enough to have the magical experience of phosphorescence lighting the way as I swam. It was an unforgettable evening.

Rachel O'Leary

Luxury accommodation in thailand.

Trip Inspiration

15 Day trip

13 Day trip

14 Day trip

Whatever you want from your Thailand tour, our team of expert travel designers are ready to help.

Where to go

Bangkok, the capital city of Thailand is home to incredible sights.The city promises experiences of all kinds and essentially makes for a great gateway to other parts of Thailand. For foodies, Bangkok is one of the best places to visit to experience Asia’s unique street food culture. A typical day in the city comprises markets, shopping malls, temple visits, authentic Thai massages and a cruise along the iconic Chao Praya River.

The cultural city of Chiang Mai is located in northern Thailand. The region is replete with natural wonders of all sorts - pristine rainforests, misty mountains, magnificent waterfalls, you name it. Chiang Mai is also home to colourful hill tribes living in its mountainous forests. For an authentic experience, set out on an ethical tribe tour to their village…

A short 2-hour flight from the bustle and hustle of Bangkok brings you to the idyllic white-sand beaches of the Krabi province. Sitting in the Andaman Sea, Krabi is known for its karst formations and its collection of tiny islands, namely the iconic Koh Phi Phi National Park and Koh Lanta National Park. From here, board a boat for the day, enjoy a snorkelling experience or kayaking excursion as you explore fascinating sea caves…

Chiang Rai is a great place for those looking to enjoy Thailand’s great outdoors. This mountainous region offers adventurous landscapes - trekking, cycling and rafting are some of the incredible activities you can experience. From here, you can also choose to visit the colourful and authentic hill tribe villages or a glimpse into life in nearby Laos or Myanmar.

The unspoiled island of Koh Kood offers some of the best beaches in Thailand. As a place that’s practically untouched by tourism, Koh Kood consists of unspoiled jungle and ancient rainforest, coconut trees and rubber plantations, waterfalls, beaches and fishing villages.

Phuket, the ‘Pearl of the Andaman’ is Thailand’s biggest island. It features a multitude of long sandy beaches, protected marine parks and is known to be home to some of the best seafood restaurants. From here, set off on a boat ride to see the famous ‘James Bond’ island or go kayaking in search of hidden caves and lagoons…

White sandy beaches, clear, calm waters and first class luxury resorts make Koh Samui an island that’s great for couples and families alike. There’s also plenty to do for visitors of all ages - cooking classes, yoga, water activities are some of the amazing experiences that await. For diving and snorkelling, take a boat trip to the nearby island of Koh Tao.

Koh Yao Noi

Board a 1-hour boat ride from Phuket to reach the relatively untouched paradise island of Koh Yao Noi. Here you can enjoy a peaceful Thai beach experience on secluded beaches.

Koh Phangan

The island of Koh Phangan is replete with natural wonders such as mountains, jungles, waterfalls and laid-back beaches. It is also home to some great dive sites where you can explore shipwrecks and go on night expeditions. For a taste of local culture, visit one of the night markets and get stuck into some regional delicacies.

Koh Lanta consists of several little islets and offers a complete immersion into the real Thai island life. Spend the day relaxing on one of its beautiful beaches or straight into the water for snorkelling. The island is as great for couples and families, with accommodation options to suit both.

Meet your Asia team

When to visit

The best time to visit Thailand is during its dry season. For most parts of the country, this would be between November and March, extending into April and May for some regions. Thailand is characterised by the rainy, hot and cool seasons. The north is less humid and experiences the greatest range of temperatures with cold nights during the cool season. The temperatures are more consistent in southern Thailand but the Andaman coast is hit hardest during the rainy season (October to December).

Island-hopping

November - February

Cultural festivals

November - April

Scuba diving

When is the Best Time to Visit Thailand?

Thailand travel guides.

14 Best Things to Do in Thailand

The Ultimate Guide to a Family Vacation in Thailand

Eight Unforgettable Romantic Things to Do in Thailand

Where to Go in Thailand

Plan your trip to Thailand

Whatever you want from your adventure in Thailand, our team of expert travel designers are ready to help.

Why book with Jacada?

Personalised design

We’ll plan your trip around your specific interests, tastes and preferences, providing helpful tips and honest advice based on first-hand knowledge of the destination.

Authentic experiences

Our expert guides and brilliant travel concierges are hand-picked to provide a genuine experience, bringing your destination to life with care and passion.

Responsible travel

Our luxury trips are designed with responsible travel principles that prioritise travel experiences that are both good for you and good for the planet.

We loved everything about our trip to Japan and Thailand. The hotels, tour guides and restaurant recommendations were all excellent.

I usually do all my travel planning independently but found myself desperately in need of time away, without the time to actually plan the trip. I did some research and settled on Jacada based on their other excellent reviews. I used Jacada to help me plan my first trip to SE Asia (Thailand, Laos and Cambodia for 2.5 weeks), which…

We had an incredible experience planning our honeymoon with Leanne and Gilda from Jacada. They crafted a personalized itinerary that exceeded our expectations, taking into account our desires and budget. Leanne's insight on different islands and cities was spot-on, and the detailed emails, including maps of international airports, made our journey seamless. The constant communication and check-ins added a sense…

Jacada planned our trip of a lifetime to Vietnam and Thailand in January/February 2024 for 3 weeks. From the moment we landed in Hanoi, they prioritized our entry through customs to a no wait line and transferred us to our guide and driver. It was seamless and professional the entire trip. We experienced the culture and people in authentic day…

Rosanna and Cathy helped us execute our DREAM honeymoon! We visited Thailand and their recommendations and itinerary were perfectly catered for us. They were extremely communicative, helpful and responsive. Thank you thank you thank you! You gave us memories to last a lifetime.

Plan with peace of mind

When you book a trip in today’s world there’s a lot to think about. But with the right advice and expert planning, you can do it with confidence.

If you book to travel with us but your plans are impacted by circumstances you can’t control, we’ll change your reservation or cancel your booking for a full credit towards future travel.

Siam Luxe | Holidays & Tours

Tour operator • travel agency • no middleman.

Sawasdee! Siam Luxe , formerly known as Experiential Wellness, is a travel agency and tour operator, headquartered in Bangkok, the capital city of Thailand. We provide tailor-made holiday packages in Southeast Asia, including Thailand , Cambodia , Vietnam , Laos and Myanmar . We offer a wide range of experience and activities through group guided tours and private tours to both individual tourists (b2c) and international travel agencies (b2b.) As a full service travel agency and the first tour operator in Thailand who promoted the hybrid of experiential and wellness travel, Siam Luxe is now heading to our next mission, introducing more low carbon and non-destructive vacation options to the tourism industry, and striving to be one of the first travel agencies and tour operators in Southeast Asia who achieves or surpasses the carbon neutrality goal.

Our Missions

Experiential Travel

• Culture & Nature
• Community-Based

Sustainability

• Non-Destructive

Healthy Body & Mind

• Food & Nutrition
• Wellness & Meditation

Thai Hospitality

• Warm & Friendly
• High Quality Service

Featured Tours

Amazing thailand | 14 days.

Travel to all main highlights of Thailand within 2 weeks. Starts from Bangkok, heading north through Ayutthaya, Sukhothai, Chiang Rai, and Chiang Mai. The tour finishes in the famous Phuket island where our guests can ...

Bangkok & Chiang Mai | 9 Days

A budget friendly Thailand package tour with join-in excursions in Bangkok and Chiang Mai, recommended for first time visitors, couples, and small families.

Bangkok Highlights | 6 Days

Discover Bangkok’s highlights. This 6-day visit includes the Grand Palace and temples in Bangkok, the floating market of Damnoen Saduak, the Kingdom of Ayutthaya, and ones of the world’s largest shopping malls.

Experiential Isan | 13 Days

Our favorite Thailand's tour route to the underrated Isan, the northeastern region of Thailand. This is a community-based tour package that includes private transfers, our best tour guide, and 4 final days at a beach ...

Customized Tours

Tailor-Made • Thailand Tour Operator • No Middleman

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As Thailand reopening again in 2022, how do we obtain a Thailand Pass and travel to Thailand?

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Thailand November Reopening to 63 Countries (Updated in December)

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Covid-19 Situation in Thailand

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Yi Peng Festival 2022

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WhatsApp: +66 88 883 5863

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Thailand Reviews & Ratings

Customized tour.

I didn’t take this tour exactly, but made some changes based on my schedule and interests and travel dates. It was my first time in Southeast Asia and I was a travel...

Outstanding Services!

Exotic Voyages is first class all the way. Lacey our travel advisor helped plan a trip for my brother and I to Thailand. I gave Lacey a rough of idea of what I wante...

Magical Family Adventure To Thailand

We had a trip of a lifetime to Thailand thanks to the perfect planning from Exotic Voyages. They covered every detail the moment we stepped off our international fli...

Supercarkids

Wonderful family adventure!

"We just returned from an amazing family adventure to Thailand, with many thanks to Lacey at Exotic Voyages! We had little time to plan the trip and left almost ever...

Another Great trip to Thailand

Mai Phuong put together Another wonderful trip for us. (She booked our beautiful trip to Vietnam in 2017). We went to Thailand over New Year’s and Mai took care of e...

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Online Travel Agency Landscape 2021: Southeast Asia

Executive summary, southeast asia’s travel market is growing, the internet economy in southeast asia, online travel agents (otas) play a critical role, what separates the triopoly, payment models, revenue estimation, the scoreboard , merging boundaries – recent trends in the industry , post-covid scenario, related reports.

• A Deep Dive into Google Travel Part III: Hotel Distribution From East to West April 2024
• India’s Travel Booking Landscape March 2024
• The Past, Present, and Future of Online Travel March 2024
• Skift Research Global Travel Outlook 2024 January 2024

Report Overview

Just over a decade ago, four in five Southeast Asians had only limited access to the Internet. Today, Southeast Asians are the most engaged Internet users in the world with 90% of them connecting to the internet primarily through their mobile phones.

Between 2015 and 2018, online travel bookings in the region grew at 15% compound annual growth rate driven by growth in online airline and hotel bookings, to a size of $30 billion in 2018. In this report we investigate the industry dynamics and the core value propositions — scale, usability, and pricing — of top online travel agents in the region.

Skift Research interviewed two C-suite online travel executives to further understand how they perceive Southeast Asia as an online travel market and what the key emerging trends in the industry are. We also attempted to estimate revenues of the top OTAs based on the limited available data.

The online travel market in Southeast Asia is a promising and exciting market, a rapidly growing region with a digitally engaged and highly aspirational middle class that is currently underserved.

What You'll Learn From This Report

• Market size of the online travel industry in Southeast Asia and its six major countries, namely, Malaysia, Vietnam, Thailand, Philippines, Singapore, and Indonesia
• Traffic share of the popular online travel agencies in Thailand, Malaysia, Singapore, and Indonesia
• Inventory size of Agoda, Booking.com, and Traveloka in the focus countries
• Core website features of Agoda, Booking.com, and Traveloka along with their loyalty programs and average visit duration
• Pricing tactics of the online travel agents
• Estimated revenue of the Online Travel Agencies in focus
• Emerging trends in the Southeast Asian online travel industry

Executives Interviewed

• John Brown - Chief Executive Officer, Agoda
• Alfan Hendro - Chief Operating Officer, Traveloka

Before COVID-19 hit the travel industry, outbound and domestic travel was booming in the Southeast Asian region. The rapid growth can without a doubt be attributed to the fast-growing economies in the region, expanding middle-class, and a chunky young population. The digital economy in Southeast Asia has also grown at a striking rate in the last decade. 

Accelerated adoption of online services, fundamental shifts in consumer behaviour, a conducive macroeconomic environment, and a fragmented hospitality industry led to a burst of demand for online travel agencies in the region. Between 2015 and 2018, online travel booking grew at 15% compound annual growth rate driven by airline and hotel bookings, to a size of $30 billion in 2018. 

In this report we attempt to capture the OTA industry landscape in the region. With the help of our data partners, we present the traffic share of the popular OTAs in the main online travel economies in Southeast Asia, namely, Singapore, Indonesia, Thailand, and Malaysia. 

Furthermore, we look at the three core value propositions, scale, usability and pricing, of the dominant players like Agoda, Booking.com and Traveloka to understand what they are doing differently to maintain and grow their slice of the market. To give some sense of the financial health of the companies, we also incorporated a rough estimation of their 2019 revenues based on their traffic share and cardinal revenue models. 

We found that, across the parameters analyzed in the report, Agoda ranks the highest in most of the metrics, followed by Traveloka and Booking.com, in that order. 

The report also highlights the point of view of two senior industry professionals on the recent trend of OTAs partnering with other service providers, like ride hailing apps, to pool their expertise and resources; and what the industry will look like in the post-COVID world. 

An Overview of Southeast Asia’s Travel Market

Southeast Asia is home to some of the world’s fastest growing economies. If viewed as a single economic entity, Southeast Asia would be the world’s fifth largest economy and with rapid growth projections the region’s global significance can only be expected to increase further. As shown in the graph below, Southeast Asia’s economies have strongly outperformed those of the world and advanced economies in the past. 

Expanding economies backed by the rising middle class, high disposable incomes, and large young populations have fueled the rapid growth of outbound and domestic tourism in Southeast Asia. 

The Southeast Asian markets together generated approximately 45 million outbound departures in 2019, up from 20 million in 2009, and grew at a CAGR of 8.1%. Outbound travel expenditure during the same period rose from $38 billion to $78 billion. Malaysia is the largest outbound market in terms of travel volume, while Singapore is the largest in terms of outbound travel expenditure.

In addition, domestic travel expenditure during 2009–2019, rose from $1 billion to $4 billion, reflecting a CAGR of around 10%. Philippines is the largest market in terms of domestic travel expenditure, followed by Indonesia. 

Another major characteristic of the region is the exponential increase in the number of internet users. Just over a decade ago, four in five Southeast Asians had no internet connectivity and limited access to the internet. Today, Southeast Asians are the most engaged Internet users in the world. There are 360 million internet users in the region and 90% of them connect to the internet primarily through their mobile phones.

Apart from spending more time on the internet, many are also spending on online services and products. The Internet economy, that is the users actually spending on online services, now involves 180 million people in Southeast Asia, or about one in two Internet users. It is not just the penetration rate that stands out; the speed at which the region has adopted the digital economy is also striking.

In the region where the young population is growing, disposable incomes are increasing, and internet penetration is proliferating, consumers are now shifting to research and book travel online. 

On the supplier side, the hospitality industry in Southeast Asia is highly fragmented and the airline industry is dominated by low cost carriers. Hence, there are limited resources available to market and distribute inventory, which makes the role of OTAs extremely crucial in this region. 

Traveloka’s COO, Alfan Hendro, commented on the buyer-supplier equation, “Another key difference is around the merchant universe we work with which is highly fragmented in nature relative to more developed markets. Traveloka acts as an important partner to these suppliers, helping them create a digital footprint and access millions of users. Someone with a small car-rental service in Tana Toraja [Indonesia] can get a booking from a Singaporean family because of Traveloka.”

The share of bookings made using online travel channels increased from 34% in 2015 to 43% in 2018. Both rapid adoption and fundamental shifts in consumer behaviour led to a burst of demand for OTAs. They offer convenience, value, and access to services and products that were previously difficult to obtain. Hence, it is undeniable that the role of OTAs is critical in order to keep up with demand and respond to changing conditions.

The line of thought can be further validated by the massive growth in the online travel booking economy. The segment was worth $19 billion in 2015, accounting for 61% of the internet economy in the region. Between 2015 and 2018, online travel booking grew at a 15% CAGR driven by airline and hotel bookings, to a size of $30 billion in 2018.

The chart below shows the online travel booking trends in key Southeast Asian countries, namely Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Between 2015 and 2018, all six countries saw double-digit CAGR in online travel booking, with Indonesia showing the fastest growth at 20%. Indonesia’s online travel booking industry was also the largest with a market value estimated at $8.6 billion in 2018, followed by Thailand at $6.1 billion. It is worth noting that despite being the smallest outbound market in the region, as shown in the section above, Indonesia has the largest online travel market. This can be attributed to the country being the largest Internet economy in the region, which grew at an average growth rate of 49% a year, between 2015 and 2018.

Singapore was estimated to be the third largest in Southeast Asia in terms of online travel booking market value, but with the highest per-capita online travel booking expenditure in the region.

In this report, we will primarily focus on the top four online travel markets by market value, namely, Indonesia, Malaysia, Singapore, and Thailand to understand the OTA industry landscape in the region. 

OTAs of Choice and Their Market Shares 

To get a sense of the preferred OTAs in the region, we referred to a survey conducted by Rakuten Insight on OTAs in the region in November 2020. The survey question was: “Which of these online travel agencies have you used before? (Choose all answers that apply)”

We then compared the actual traffic share, provided by our data partner Similarweb , of the top 5 preferred OTAs in each country in 2019. So, for example, out of the total traffic being sent to Agoda, Booking.com, Expedia, Airbnb, and TripAdvisor in Singapore, Agoda captures 30.1% of the top 5. Comparing the two metrics gives an idea of the ranking of OTAs in the selected countries in terms of popularity and to an extent actual usage. 

Agoda, Booking.com and Expedia, in that order, were the three most used OTAs in Singapore according to the Rakuten Insight consumer survey. However, according to our web traffic analysis, while Adoda and Booking.com maintained the top 3 spots, Tripadvisor, although not a true OTA but a metasearch site which redirects consumers to another website where they can make the reservation, ranked No. 2 in traffic share (28.2%) and Expedia only made up 9.7% of  total traffic. 

In Thailand, the top three popular OTAs, Booking.com, Agoda and Traveloka, also turned out to be the biggest in the country in terms of traffic share. Although Expedia is more popular than TripAdvisor, the latter’s traffic share (13.5%) is more than Expedia (5.7%).

Same as Thailand, in the case of Malaysia, the top three popular OTAs, Agoda, Booking.com and AirBnB, also turned out to be the biggest in the country in terms of traffic share. Although Expedia is more popular than Traveloka, the latter’s traffic share (7.1%) is more than Expedia (3.7%).

Traveloka is undoubtedly the most popular and biggest player in Indonesia with a market share of 42.6%. In the second traffic spot, although Tiket.com is more popular, Agoda’s traffic share (18.9%) and Booking.com’s (16.5%) traffic share is more than Tiket.com’s (13.2%). 

On balance, we can say that Agoda, Booking.com, and Traveloka dominate the OTA industry in the four Southeast Asian countries in focus.

Booking.com , headquartered in Amsterdam, is a part of the Booking Holdings group, which also owns Priceline, Agoda, Rentalcars.com, KAYAK, and OpenTable. Booking.com is the world’s leading brand for booking online accommodation reservations, and also offers rental car and other ground transportation services, flights, tours and activities, restaurant reservations (in some parts of the world), and other services. Booking.com is available in 43 languages and offers more than 28 million reported accommodation listings, including over 6.2 million homes, apartments, and other unique places to stay. 

Agoda , also owned by the Booking Holdings group, is a leading online accommodation reservation service catering primarily to consumers in the Asia-Pacific region, with

headquarters in Singapore. Agoda also offers flight, ground transportation and activities reservation services. Agoda’s website is available in 38 languages and boasts listings of over two million properties.

Traveloka is an Indonesian unicorn company that provides airline ticketing and hotel booking services online, expanding rapidly into Southeast Asia. It claims to have over one million hotel listings worldwide. It recently expanded to provide lifestyle products and services, such as attraction tickets, activities, car rental, and restaurant vouchers.

The three represent three different generations of OTAs. Booking.com entered the market in 1996 as a small start-up and has now grown into a global giant. Agoda was launched in 2005 while Traveloka is the new kid on the block, and was established in 2013. However, at present, the three compete vigorously in the Southeast Asia market offering a fairly similar range of services.

During our interaction, John Brown, CEO, Agoda mentioned that “the front-end of most OTAs look almost the same but if you dig underneath – payment options, sorting criteria, inventory itself is certainly different. And hence, the scale, the price and usability are the three core value propositions which make one OTA different from another.”

We look at each of these values in detail to see what Agoda, Booking.com and Traveloka are doing differently to maintain and grow their slice of the market. 

We compared the number of accommodations listed on Agoda and Traveloka in a few key tourist cities and places in Thailand (Bangkok, Pattaya, Phuket, Krabi, Kho Phi Phi, Chiang Mai, Hua Hin), Malaysia (Kuala Lumpur, Penang, Langkawi, Malacca, Genting Highlands, George Town), Indonesia (Kota Kinabalu, Jakarta, Bali, Surabaya, Medan, Makassar, Bandung, Batam) and Singapore (Singapore city, Sentosa) to understand the expanse of their inventories. 

John Brown, CEO, Agoda, confirmed that “We have all of the Booking Holdings inventory in Asia plus worldwide.” Hence, we have assumed that the number of listings on Agoda will be the same as Booking.com. 

Traveloka is a clear winner in its home country, Indonesia, while Agoda is a clear winner in Malaysia. In Singapore and Thailand, the number of listed hotels in key locations are approximately the same. 

The numbers in the chart above are only limited to Southeast Asia, but if the scale of the three OTAs is compared globally, Booking.com has the richest inventory in the industry, obviously because of its presence in all major countries worldwide. And by virtue of being under the same parent group, Booking Holdings, Agoda has access to all of Booking.com’s inventory (approximately 30 million accommodation listings). 

A customer of Agoda will have access to the full range of hotels in Miami and Jakarta both while a Traveloka customer will have access to a range of hotels in Jakarta but not Miami and this is where the scale of the OTA becomes important. 

User Experience

User Experience is all about how easily an application or a website allows a user to do what they want to do and enjoy doing it. Research shows that if a website’s/application’s content is not optimized, 79% of visitors will leave and search again and that a well-designed user experience could boost conversion rates up to 400%.

We tried booking a hotel with the same itinerary on Agoda, Booking.com, and Traveloka to compare the website features. The unique features of the platform are highlighted in green; the dispensable ones are highlighted in red and the remaining are highlighted in yellow in the pictures below. OTAs do constant A/B testing and hence, the website snippets shown in this report might vary when accessed through a different source.

Agoda’s website displays an array of features to ease the search and to convert it into a booking. For example, it creates a sense of urgency by displaying the occupancy rates at the destination and provides a rating to the hotels based on six important decision-making criteria like cleanliness, facilities, location, room comfort, service, and value for money. 

What stands out is the display of Agoda’s brand promise of giving the best deal at the cheapest rates on the search page. Agoda special offers, discounted rates, coupons, and Agoda cash vouchers invoke customers to finish their purchase. 

Agoda also focuses on promoting bundled services to cross sell its product offerings. It also uses data analytics to come up with recommendations for the customer based on their search history, making it easier for them to select accommodation of their choice. 

The platform, however, features only limited personalization filters on the main page and instead has the full list under the “More” tab.  This makes the process very unintuitive, difficult to access and time consuming. 

Traveloka shows a rather fewer number of features on the hotel search page. Promising transparency in prices through correct messaging like “All charges included” and features like saved and my bookings boost customer retention while the handy “Need help” option on the page helps in reducing customer servicing costs. 

Traveloka as compared to Agoda and Booking.com lacks in providing personalized filters to its customers. It provides repetitive filters on the top and left-hand side, which uses up significant space on the main page with no value-add. 

The full and clear display of product offerings like Xperience (tours and activities) and JR Pass (ground transportation ride pass) features stands out in the Traveloka website which promotes cross product sale. 

Booking.com has all the essential features to invoke emotional feelings in the customer and encourage a purchase like creating a sense of urgency, hotel ratings, and reviews. It also describes the destination to make it easier for the traveler to understand the area in which they are booking the accommodation. 

Although creating a sense of emergency might work in the interest of OTAs, in general, they have been criticized in the past for faking it ​​to manipulate users into completing the booking. 

Unlike the other two platforms, Booking.com displays an array of filters to personalize the search. The customer gets to narrow down their search using a combination of filters without wasting any time browsing through the entire range of accommodation options. 

Over and above the expanse of features that Booking.com provides, it is the logical and intuitive placement of them that makes the platform easily understandable and easy to use.

Localization

What works in one market might not work in another. Hence, localizing the product is one way of differentiating oneself from peers.

The best example for playing the localization card is how the homegrown brand, Traveloka has managed to supersede global players, like Booking.com and Expedia,in Indonesia. 

Tai Parata , senior director of online business at Sabre, Southeast Asia, in one of his media interactions mentioned that “Traveloka has had the market to themselves for a long time. They’ve built strong brands directly with the customers and also have very, very deep, locally relevant product.”

During our discussion about the advantages of localisation, Alfan Hendro, COO, Traveloka commented, “Our innovation is developed with local Southeast Asian customers in mind. It sets us apart from the global players as it takes significant investments and effort to do so.

We always strive to understand our customers and provide solutions to their pain points wherever they are, every innovation and localization we do is designed to tailor to their needs.”

Consider the case of access to banking infrastructure which varies widely across Southeast Asia. Indonesia is one of the world’s most valuable untapped e-money markets, with 50% of its population unbanked and 25% underbanked. On the other hand, no Singaporean national is unbanked. 

The banked population enjoys full access to financial services, while the underbanked population has a bank account but insufficient access to credit, investment and insurance, and the unbanked population does  not own a bank account. 

Travloka’s Hendro gives several examples of how it localizes payments, “In Indonesia, our customers prefer bank transfers, we establish partnerships with trusted banks in Indonesia to ensure we provide the best options for them; in Thailand and the Philippines, partnering with convenience stores (e.g. 7-Eleven) to provide counter payment is critical to cater to users’ needs for transactions outside business hours and where there are no ATMs nearby, especially in remote areas.”

Traveloka is currently tapping into Indonesia’s unbanked market potential by offering credit facilities to users who may not have bank accounts so that they can purchase its travel and lifestyle products. During a discussion with Skift ’s Editor-at-Large Raini Hamdi, Traveloka’s COO, Alfan Hendro said “Our ‘buy now, pay later’ service is getting a lot of attention. We have actually facilitated six million loan transactions.”

This key product offering is loud and clear when Traveloka’s Indonesian and Singaporean websites are compared. The first thing a customer would notice on the Indonesian website while booking an accommodation is the banner ad for the “Pay upon Check-in” option while on the Singaporean website this is not the key messaging, the banner ad is instead focused on the activities and things to do when travelers visit Singapore.  

Now, if we compare Traveloka to Agoda and Booking.com in Indonesia, Traveloka provides “Pay upon check-in” as a filter on the fixed top bar as well as the moving filter list on the left. Agoda provides a pay-at-property option based on the destination chosen. For example, when booking from Indonesia, one can use the pay-at-property option when going to Thailand but not Japan. Booking.com, on the other hand, does have a pay-at-accommodation option, but the same is displayed in an inconspicuous manner while exploring the room categories. 

However, it is important to understand that high level of localization prohibits scalability. John Brown, CEO, Agoda commented, “Ultimately the advantage of localisation is clear in that you give a local set of customers exactly what they want. But on the other hand, the disadvantage of too much localisation is that you have got a hundred different versions of your website. In terms of testing it becomes very time consuming and difficult. Companies generally think about what are the things that we can keep ‘one-size fits all’ to streamline offerings and what are the things that must be absolutely localised because it is critical for the booking experience. For example, payment options differ in different Asian countries.”

Hence, although Traveloka has succeeded in dominating its home country and has grown successfully in Thailand and Vietnam, it is yet to be seen if they will cut down on the localised features as they expand globally.

Loyalty Programs

A loyalty program provides a perfect chance to deepen customer engagement, improve sales success, and increase profits. A well-designed and well-executed loyalty program can also help retain existing customers and attract new customers. 

Booking.com’s loyalty program called Genius is a simple two-tiered loyalty program that offers different rewards based on milestones that members cross. The customer qualifies for Level 1 by simply signing in and gets a 10% discount at participating properties. The customer needs to complete 5 stays in two years to reach Level 2 and gets a 10%-15% discount on participating properties along with free breakfast and free room upgrade.

On the supply side, properties with review scores more than 7.5 qualify to become a Genius partner. Booking.com claims that on average, partners who join Genius increase their bookings by 29% and their revenue by 24%, with the cost of the discount accounted for. The two-pronged loyalty program provides a marketing platform for the partners and also helps in attracting and retaining customers to an extent. 

Traveloka offers a rather complicated points-based loyalty program called Traveloka Points. Unlike a tiered program, there are no barriers to entry in a points program and you simply need to create a Traveloka account to get started. A customer earns points each time they make a flight, hotel, or experience transaction on Traveloka. They can then redeem their Points for Traveloka Rewards and Reward Coupons. Traveloka Rewards are discounts on various product offerings and Reward Coupons are special offers from Traveloka’s top merchants. 

Agoda, on the other hand, provides a combination of tiered and points loyalty programs. Agoda’s tiered program called Agoda VIP is more nuanced than Booking.com’s Genius. There are four layers to it. A customer automatically gets a Member status when they create their Agoda account and get access to insider deals and a best price guarantee. Thereafter, they are upgraded to the silver, gold and platinum level by making a certain number of minimum bookings in a stipulated time period. With each increasing level, the member gets access to higher discounts along with other benefits.

Agoda also offers a points program called AgodaCash. AgodaCash can be earned by booking AgodaCash eligible listings. The total number of AgodaCash accorded is determined by Agoda in its sole and absolute discretion. In determining such value Agoda gives regard to criteria including but not limited to a user’s booking history with Agoda, the types of accommodation booked, and the user’s location, but the exact math is not revealed. 

Unlike the Traveloka Points program under which each Traveloka Reward has a minimum Points requirement for redemption, for example, 2,500 Points for flight and 1,500 Points for hotel, AgodaCash works as an instant discount on future bookings. 

In addition, the Traveloka points are valid for one year from their activation date while AgodaCash is valid for five years from the date it is added to a customer’s account. 

Points earned through both Traveloka Points program and AgodaCash cannot be redeemed for bookings that will be paid directly at the hotel and hence, it seems to be a counter product to their ‘pay-upon-check in’ product. This likely has to do with the merchant vs. agency booking model and who is the payment processor or record in the transaction.

To summarise, we compare the pros and cons of the three loyalty programs to understand the differences better in the table below. 

Overall, out of the three, Agoda’s loyalty program, although limited to hotel bookings, is the most well-designed, offering a multi-layered loyalty program coupled with a simple points program which gives instant gratification. 

Average Visit Duration

An e-Conomy SEA research report suggests that there is a significant correlation between the time spent on applications and monetization. Companies in this region tend to build more engaging user experiences with the belief that engagement will eventually turn into bookings. Although, this equation is unique to Southeast Asian internet users. In developed markets such as the US, Europe, and Japan, frequent online buyers are less interested in spending time online. The apps in the region tend to focus on specific services, streamlining the user experience, minimizing the time it takes to select products and making it simple for users to submit orders. 

Keeping this in mind, we compared the 2019 average visit duration on the three platforms in discussion. As per the data, Booking.com seems to be the frontrunner in engaging customers for a longer time followed by Agoda and Traveloka. 

Southeast Asia is a  highly price-sensitive market and given that travelers are now moving towards booking their travel online and have access to fares and hotel rates across different platforms, pricing becomes an important decision-making criterion. 

We compared the prices of a hotel in Tokyo and a hotel in London on all three platforms, 7 and 30 days out, to see which platform offers the best deal.

First of all, it must be mentioned that only Traveloka, amongst the three, gives the flexibility of choosing the country of origin, meaning that it has a different interface depending on the origin. This renders some flexibility to implement differential pricing based on macroeconomic factors and consumer behavior. Our price comparison exercise, for instance, suggests that the same hotel is priced at a premium when booking from Singapore and Malaysia, countries with higher average disposable incomes, as compared to Thailand and Indonesia. However, given that the consumers in this region are price-sensitive and compare prices across platforms before booking, the differential pricing does not seem to be a value add for Traveloka as the prices are much higher than the other two OTAs. 

Another major takeaway from our analysis was that Agoda provided the best priced choice in both London and Tokyo hotels. As Brown also mentioned during our discussion that “For Agoda, the key differentiator has been that it provides the best price across OTAs and that is our key valuable proposition.” 

In addition, Agoda offers the “Best Price Guarantee”. If you have reserved a hotel room through Agoda and then show them that you could book the same room for the same dates at a lower rate that is viewable and bookable on another website, Agoda will either match that rate or beat it. Hence, Agoda seems to be a frontrunner with respect to providing the cheapest accommodation options. This can be made possible by either Agoda demanding lower prices from hotels, which it could do if it can guarantee higher volumes booked through its platform, or it cuts into its own margins.

Traveloka also offers the “Best Price Guarantee” service similar to Agoda. However, if our short fare analysis is taken into account, Traveloka does not seem to strive to provide the cheapest price in the market.

There are two predominant payment models used by OTAs, the agency and the merchant business model.

From a customer point of view there is very little difference between the two. The biggest differences are backend: timing of cash flows, who pays the processing fees, and how and when invoices are reconciled. 

The agency model uses the same revenue model as the good old brick-and-mortar travel agency: commissions. The OTA has contracts with the hotels that it lists and takes a commission on each booking through its site, mostly between 10-30% . The commission varies by market and property type/size/brand.

In the merchant business model, the platform buys hotel rooms at a lower price than standard and then resells them to travellers. The aim is to get bulk bookings and there is no standardization of guest profiles. This gives the OTAs a large room for profit of almost 20-30%.

Traditionally, merchant business model’s cash flow timings are different to the agency model. In the merchant model, the business has to fork out the cash up front. Nominally, they sit on the risk of not being able to sell all their inventory. Most OTAs started employing a variation of the agency model and the merchant business model to spread out the risk. 

However, merchant agencies do not hold onto long term inventory anymore. Once the merchant transaction is done and they have the inventory, the OTA quickly resells at the agreed upon wholesale rate. As a result, they often actually accelerate cash flows. Because the merchant agency collects the full price for the stay upfront and only has to pay the wholesale price when the traveler actually stays. While, in the agency model, the OTA needs to chase down and reconcile their commission with the hotelier after the stay occurs.

When asked about the revenue models of Agoda and Booking.com, John Brown, CEO, Agoda commented that “Agoda has historically been a merchant but we have agency inventory as well and historically Booking.com has been agency but now they have merchant inventory, too.” 

Traveloka’s COO, Alfan Hendro, on the other hand, pointed out, “As a lifestyle superapp, we offer a broad range of products and services spanning across three core pillars of travel, local services, and financial services. Thereby we have different revenue streams and revenue models across different businesses. As a platform, we primarily operate under the agency model, whereby we channel services from partners to the end users.”

The dominant use of the agency model by Traveloka is reflected in its pay-at-the-hotel offering. Traveloka simply drives customers to their partner hotels and the customers pay the hotel when on check out. 

As mentioned, Booking.com’s markets its pay-at-the-hotel offering in an inconspicuous way. This might be intentional as it is trying to shift from an agency model to a merchant model .

Agoda uses a mix of both agency and merchant models. There are a few options where one can actually choose to pay the hotel directly. But with their merchant model, Agoda purchases inventory from their partner hotels at a discount, and then sells them to customers at a higher markup. 

Eventually it all culminates into the revenue the OTAs generate. Given that Booking.com and Agoda are part of Booking Holdings, a public company, which does not publish the revenue at a subsidiary level and that Traveloka is a privately owned company and does not publish financial data, the financial health of these companies is difficult to assess. 

We used the online travel booking market value data and the traffic share percentages of the top five OTAs in each country to come up with a rough estimate of the revenues earned by top OTAs. We assume that OTA bookings contribute to 80% of the online travel booking market and the top five OTAs account for 80% of the OTA market value. Furthermore, we assume that the OTAs predominantly use the agency business model with an average commission percentage of 15%. 

The market value of OTAs in a specific country is derived from the overall online travel booking market value (0.8x of the overall market value). Market value of the top fiveOTAs is calculated as 0.8x of the OTA market value. 15% (average commission percentage) of the OTA market value is assumed to be the revenue for the five OTAs. Once we have the consolidated revenue, we divide  it using the traffic shares provided by Similarweb, assuming that the traffic received by each OTA is translating into actual bookings. The stepwise calculations are shown in the tables below. 

To reiterate, this is just a ballpark estimate of the OTA revenues using broad assumptions to give some sense of the earnings. 

The chart below shows the estimated revenue earned by Agoda, Traveloka and Booking.com in the selected Southeast Asian countries in 2019. Overall, as per our calculation, Agoda earned $794 million, Booking.com earned $647 million and Traveloka earned $557 million revenue in 2019. 

In the above sections we have compared Agoda, Booking.com and Traveloka by analyzing their scale, usability and pricing. Based on those analyses we have ranked the three OTAs on the said parameters. But keep in mind that the OTA business is highly complex and these are just a few elements that contribute to the success of it. 

Overall, Agoda ranks the highest in most of the metrics, followed by Traveloka and Booking.com, in that order. 

As per our analysis, Traveloka has the maximum number of accommodations listed on its platform in the four countries. Agoda and Booking.com’s inventory is slightly less than that of Traveloka’s, but the two platforms have 3x more accommodation categories as compared to Traveloka. 

Booking.com is a frontrunner in providing the best user experience which also shows in the above average visit duration, but Agoda and Traveloka supersede the ranking by the well-designed loyalty program and innovative localized features, respectively.

Agoda is a clear winner when it comes to providing the cheapest prices in the market. This can be attributed to its hybrid agency-merchant business model. The OTA is also estimated to have the highest revenue in the Southeast Asian region. 

OTAs’ strategies in the past few years have centred on strategic investments, acquisitions and expansion. To boost efficiencies, OTAs are partnering with other service providers to pool their expertise and resources. 

For example, Agoda and Booking.com partnered with Grab, a ride-hailing app, in 2019,  with the aim of broadening and simplifying travel solutions for regional and global travellers. In the same year Tiket.com, another dominant regional OTA in Indonesia partnered with Go-Jek, a ride hailing app. AirAsia.com, which is predominantly into the airline business, also has plans to offer additional travel services, such as flights from other carriers, airport transport, hotels and activities. Clearly, the boundaries in the industry are merging. 

The e-Conomy SEA 2019 report validates the trend. It showed what different companies in various sectors of the Internet economy in Southeast Asia were offering in 2015 and compared that with the services and content offered in 2019. The resultant heat maps revealed that on one hand, players have expanded sideways across sectors, while on the other hand competition in those sectors has intensified.

While discussing this topic with John Brown, CEO of Agoda and Alfan Hendro, COO of Traveloka, we realized that there are two schools of thought here. 

Traveloka aims to become, and to an extent has become, a superapp with an end-to-end product portfolio and advanced features to provide better services and become an integral part of their customers’ lives. On the other hand, Agoda’s recent partnership with Grab shows that it plans to stick to the services which are extremely relevant to its core product portfolio.  

Brown said, “We are also happy to partner with people [Grab] we think will add value. It is anybody’s guess – what should be the real components of a superapp. So it makes sense to merge flight and hotel bookings or maybe ground transportation. But does It make sense to add lunch delivery to the platform or pay the utility bills? Maybe. I don’t know. Agoda and Booking Holdings is experimenting with its connected trippers to understand which pieces go together. But I don’t want to jump the gun. There are companies which think let’s just put everything possible on the app and I feel that customer experience should be paramount and you can’t just slap everything possible on a website.”

Alfan commented, “We started our business in the travel sector, which later became the cornerstone for our expansion into adjacent services. Now, we have been a go-to brand for travel in Southeast Asia, where we are trusted by customers to provide important services, like processing high-value transactions, which put us in a strong position. Today, we have more than 20 digital products and services – spanning across three core pillars of travel, local services, and financial services, providing customers with an end-to-end solution for their lifestyle needs. We cater to the customers’ daily, weekly, and monthly needs as well as their longer-term aspirations. We believe that it is important to understand that customers look for a holistic experience – from discovery to booking to post-sales.”

It is clear that one school of thought has a more global approach while the other is more localized. Competition in the industry is bound to increase in any case with companies competing over how to differentiate their products. 

Given the rapid escalation of the COVID-19 crisis and its devastating effects in all areas of the global tourism industry (airlines, hospitality, destination marketing organizations, attractions, and more), it inevitably frames any discussion of the future outlook for tourism related businesses.

Despite surviving the first year of the pandemic relatively unscathed, the region has been slammed by the more contagious delta variant of COVID-19 and hampered by ineffective administration and sluggish vaccine rollouts. The resultant uncertainty means that plausible recovery scenarios for tourism are hard to discern. 

We asked Alfan Hendro how he perceives the travel recovery in the region and how it would impact the OTAs, Alfan commented, “We are very optimistic on the medium to long-term prospects of travel recovery and growth. From a macro perspective, growing income levels and a shift from offline to online commerce across Southeast Asia provide a strong foundation for sustained growth in online travel activity. There is of course a near-term impact of COVID on travel. There are ebbs and flows as countries in Southeast Asia enter and exit lockdowns, and we actually see significant pent-up demand for travel which causes online travel bookings to bounce back quickly whenever the local situation improves. Overall, we are cautiously expecting domestic travel to rebound in the near term, followed by a recovery in international travel as the global pandemic situation improves.”

Overall, senior industry leaders concur that the online travel market in Southeast Asia is still at an early stage in the industry life cycle curve. The industry witnessed intense competition with global giants expanding to the region and local players strengthening their product portfolio. However, the pandemic is expected to drive some consolidation as COVID-19 has been challenging for the industry.

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Online travel agency usage Thailand 2023

Online travel agency usage in thailand as of june 2023.

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Rakuten Insight

August 2023

June 12 to 30, 2023

24,131 respondents

16 years and older

among surveyed 17,211 female respondents and 6,920 male respondents

Online survey

The survey question was: "Have you used an online travel agency (OTA) before? (e.g. Agoda, Skyscanner, Booking.com, TripAdvisor)"

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Most used online travel agencies Thailand 2023

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