To celebrate Agoda’s 20th birthday, we brought together former and current leaders for a conversation reflecting on our unique culture and the evolution we’ve experienced over the years.
Here, Omri Morgenshtern, our current CEO, speaks with Robert Rosenstein, our Co-Founder, former CEO and current Chairman
The Real Story Behind Agoda’s Founding
Contrary to popular myth, Agoda wasn’t born on a beach in Phuket over beers. Rob clarifies that it was a serious attempt to solve a major problem: building a travel company for Asian customers. The founders moved to Bangkok to attract talent and tackle the challenge head-on. As for the name, “Agoda” doesn’t actually mean anything. It was chosen after a rigorous, business-driven process involving thousands of brainstormed names, trademark research, and team input.
From Startup to Industry Leader
Agoda’s journey from a small team to a leading tech travel company in APAC was far from easy. Early on, recruiting talent was a challenge, and convincing people to join a small startup required real salesmanship. As the company grew, the pace of change accelerated—what worked in month three was often outdated by month twelve. The company also faced tough moments, especially after the 2008 financial crisis, when well-funded competitors could afford to lose money to gain market share. Rob recalls that patience, adaptability, and a willingness to innovate and execute well were key to surviving those years.
The Power of Engineering, Change and Culture
A defining feature of Agoda has always been its willingness to embrace change, particularly through engineering. Rob emphasizes that investing in technology and talent was always the top priority, with every available dollar funneled into engineering. Bringing in new leaders and reorganizing teams were necessary steps for continuous improvement. What makes Rob proudest, however, is the company’s culture. He says, “The thing I’m proudest of is the culture. I think that we have a very special culture. We have a community that solves problems together, that uses data to answer questions, that’s willing to disagree, that’s willing to debate, and I think that’s what makes us special.”
Why Thailand?
Rob acknowledges that today’s competitive landscape would make it much harder to build another Agoda in Asia. Despite the challenges, Rob has a deep affinity for Thailand, praising the resilience and positivity of the Thai workforce and recommending the country as a wonderful place to live and work in Asia. “I think Bangkok is a great place to live. If you’re talking about bringing talent over here from overseas, people with children, those looking at the company, or anyone seeking a new experience, I can strongly recommend Thailand as a place to live for people who want to have the experience of living in Asia.”
The Future: AI and Beyond & Final Words of Wisdom
Looking ahead, he is excited about the transformative potential of AI and encourages everyone to embrace it, learn about it, and use it in their work and daily lives. Rob’s final message to the Agoda team is to keep the culture and community strong, expressing deep gratitude to everyone who has been part of the journey and looking forward to many more years of success.
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