Agoda, STB renew partnership with focus on AI and data collaboration

Agoda and the Singapore Tourism Board (STB) have extended their partnership with a new three-year memorandum of understanding (MoU) that expands collaboration beyond destination marketing to include data, technology and AI-driven travel initiatives.

The agreement builds on a partnership first established in 2022 and renewed in 2024, reflecting changing traveller behaviour and the growing role of digital tools in trip planning. Under the latest MoU, Agoda and STB will collaborate across four areas: joint marketing, data strategy and insights, thought leadership and innovation, and the exploration of AI-powered travel recommendations for visitors to Singapore.

The partnership will also support capability-building initiatives for Singapore’s tourism industry in areas including data science, AI upskilling and experience development.

The renewed agreement follows a joint marketing campaign launched by Agoda and STB in May 2026 to stimulate demand for Singapore and capture growing interest in shorthaul regional travel. According to the partners, the campaign generated encouraging results across its target markets with support from Singapore hotel partners.

Melissa Ow, chief executive of STB, said: “The renewed collaboration presents the opportunity to tap on Agoda’s platform reach, traveller insights and technology capabilities to strengthen Singapore’s destination appeal in the digital space. The partnership also supports STB’s Tourism 2040 ambitions, with a mutual commitment to harness technology and raise industry capabilities for Singapore tourism.”

Omri Morgenshtern, CEO of Agoda, added: “We’re excited to bring our AI and analytics capabilities to this partnership, enabling STB to reach travellers more precisely while supporting the innovation priorities that benefit the entire Singapore tourism ecosystem.”