Omri Morgenshtern reflects on 20 years of Agoda and 10 years of leadership
This WiT Podcast exclusive is part of our “Conversations on Turning 20” series.
If you’ve ever wondered what happens when a tech-loving realist runs one of Asia’s biggest travel platforms through a decade of seismic change, tune in to the latest WiT Podcast with Omri Morgenshtern, CEO of Agoda. As Agoda turns 20 and Omri celebrates 10 years with the company, we sat down for a wide-ranging conversation in Singapore to reflect on the past and gaze boldly into the future.
Listen to the full conversation now on the WiT Podcast and join us in celebrating 20 years of Agoda, 10 years of Omri, and the infinite possibilities ahead.
Key talking points in this episode:
“Lucky. Remarkable. Mind-blowing.”
That’s how Omri sums up his journey so far. From ad tech entrepreneur to travel industry leader, he admits luck played a part — but so did relentless optimisation, experimentation and a refusal to be seduced by hype without substance.
“The story of Agoda is a story of growth,” he said. “And I’m lucky that Agoda’s growth coincided with my own.”
From OTA to always-on concierge
The first decade under his watch was about evolving Agoda from “a travel company with some tech” to “a tech company that sells travel.” The next frontier? Becoming your proactive travel assistant, one that knows your needs before you do.
“We want to be the other person in the couple who always plans everything, the one who knows what you need, when you need it, and makes it happen before you ask,” said Omri.
He sees AI not just as a tool but as the connective tissue that enables this transformation. And no, it’s not science fiction. “It’s not 10 years away. It’s two. Maybe three. The tech is already here, what we need is trust and adoption.”
Personalisation on steroids
The magic, Omri believes, lies in conversation-driven, emotionally attuned AI that evolves from reactive service to proactive experience. He likens today’s interactions with ChatGPT to early glimpses of what OTAs can become: “It makes us feel good. It listens, follows up, and speaks in a tone that encourages. Imagine that kind of engagement for your entire travel journey.”
From booking platform to bank?
One of the boldest predictions Omri made was that OTAs will evolve into financial institutions, offering cards, keeping money for both travellers and suppliers, and extending loans. Agoda already issues virtual cards for supplier payments, and the infrastructure is in place for more.
“What would make you give Agoda $5,000 to hold?” he asks. “Because we’ll give you way better benefits than your bank. Especially if that money is for travel.”
The recon team for Booking Holdings
As part of Booking Holdings, Agoda plays a unique role. “We’re the reconnaissance team,” said Omri. “We go out and explore new territories, new products, new ways to serve customers. And we do it fast.”
He sees Agoda’s agility and deep Asia roots as key to unlocking future growth. “Asia doesn’t need to scream for attention anymore. It is the growth story.”
The Next Generation: Digital, visual, human
While Gen Z and younger consumers live digitally, Omri cautions against overestimating commerce on social platforms, at least for now. Inspiration is there. Transactions? Not quite.
Still, he’s watching how digital natives, new interfaces, and visual-driven platforms like TikTok will change the customer acquisition funnel.
“We have to reconcile two worlds – the conversational and the visual. Booking a hotel is not just about filters. It’s about seeing, feeling, and dreaming.”
The leader he’s becoming
Travel has changed Omri too. “I listen more. I change my mind more. And I’ve learned the importance of context, that the people on the ground often know better, even if I’m CEO.”
With a diverse team of 8,000+ spread across the globe, localization is in Agoda’s DNA. It’s a lesson that’s guided its tech evolution and his own leadership growth.
What’s next? 2035 and beyond
Omri imagines a world with no screens, AI agents booking everything for us, and hypersonic flights from Singapore to New York in two hours. For example, his colleague, Chief Product Officer, Ittai’s son, now 11, who already builds apps with AI. What will his travel experience be like at 31?
“He’ll still want to explore, to touch, to connect,” Omri said. “Because that’s human. And as long as we stay human, travel will remain a core part of our identity.”
Don’t miss this episode
From “love for ChatGPT” to becoming a “bank with good intentions,” this episode is a compelling look at the intersection of tech, travel, and humanity, told through the lens of one of Asia’s most quietly influential leaders.
