Agoda and Premier Inn Partner to Capture Growing Asian Traveler Demand for the UK and Europe

International

Collaboration connects Asian travelers to more than 900 Premier Inn hotels across the UK, Germany, and Ireland

Global digital travel platform Agoda has announced a new strategic partnership with Premier Inn, the United Kingdom’s largest hotel chain, bringing Premier Inn’s portfolio of over 900 properties across the UK, Germany, and Ireland to Agoda’s global customer base. The partnership is designed to meet rising demand from Asian travelers seeking trusted, high-quality, and great-value stays in Europe.

Growing Interest in the UK and Europe from Asian Travelers

According to Agoda data, interest in travel to the UK and wider European region among Asian travelers has risen by 20% in 2025 compared to the same period in 2024. Excluding intra-Asian destinations, the UK now ranks among the top five most searched international destinations for travelers from Asia.

By integrating Premier Inn’s extensive hotel network into its platform, Agoda enhances its accommodation offering while helping Premier Inn reach new international audiences. With Agoda’s strong presence and digital expertise in Asia, the collaboration opens access to one of the world’s most dynamic outbound travel markets.

Shared Commitment to Value and Quality

“Premier Inn’s commitment to delivering great value, consistent quality, and ensuring every guest enjoys a good night’s sleep are shared values that underpin Agoda’s mission to make travel more accessible and rewarding,” said Andrew Smith, Senior Vice President of Supply at Agoda. “Together, we’re bringing trusted stays to millions of new travelers across Asia and beyond.”

“Partnering with Agoda is another exciting step forward in reaching even more guests across international markets,” added Tim Sleep, Director of Sales & Distribution at Premier Inn. “Greater visibility for all of our 900+ hotels will allow a new generation of travelers to experience the comfort, service, and convenience that define Premier Inn.”

Expanding Global Reach Through Strategic Collaboration

This partnership underscores Agoda’s focus on building alliances that deliver measurable benefits for both travelers and industry partners — from accommodation and airlines to activities providers. By joining Agoda’s platform, Premier Inn gains exposure to high-potential Asian markets, while Agoda’s users enjoy a broader selection of reliable, great-value accommodations across Europe.

Together, Agoda and Premier Inn are shaping the future of international travel — making it easier for guests worldwide to discover and book trusted stays beyond borders.