Rocket Travel by Agoda highlights shift to broader distribution channels
Rocket Travel by Agoda - Representative Image
75% of travellers report social media influenced their destination choice.
Rocket Travel by Agoda, Agoda’s strategic partnerships arm, shared key insights on the evolving landscape of travel distribution at its inaugural partner summit, VANTAGE’26.
Drawing on themes discussed across the summit’s keynotes, the company highlighted how travel now has a wide range of distribution entry points, with demand being influenced not only by traditional travel channels, but also by financial institutions, loyalty ecosystems, social platforms and emerging AI-driven interfaces.
A core shift discussed was the growing influence of social platforms on travel discovery. Highlighting a study by American Express, the team noted that 75% of travellers report social media influenced their destination choice. This underscores how discovery is moving across a broader array of digital touchpoints.
The discussion also touched on the rise of social commerce ecosystems, citing examples like TikTok Go, TikTok’s in-app travel feature, as a manifestation of discovery and transaction converging. This reflects a larger trend toward more fragmented and non-linear customer journeys, as users seamlessly move between content, platforms, and points of purchase.
Damien Pfirsch, Chief Commercial Officer and Head of Rocket Travel by Agoda, said, “ Travel distribution is no longer defined by a single entry point. What we are seeing is a bigger mix of channels shaping how travellers discover, consider and act, from social platforms and loyalty ecosystems to financial and lifestyle platforms. This makes it increasingly important to show up where demand is being shaped, while making sure the experience remains relevant, localised and easy to complete. That’s why strategic partnerships matter - it helps us broaden our presence across touchpoints and combine complementary strengths to deliver smoother, more customer‑focused experiences.”
The distribution strategies must evolve beyond purely inventory access or traditional conversion funnels. With social and other non-traditional channels playing a larger role in shaping intent, brands must strategically address where demand is created, how it is nurtured, and how seamlessly users can convert from inspiration to booking.
The summit also highlighted the growing importance of localisation and personalisation in converting demand. Referencing data from the programmable financial services company Stripe, the company noted that adding one relevant local payment method can generate a 12% revenue increase and a 7.4% conversion lift on average, underscoring how payment experience is becoming a more important part of distribution performance as customer journeys diversify.
