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Agoda Signs Memorandum of Understanding (MoU) With Maldives Border Miles Initiative to Boost Post-Pandemic Tourism
Rhea-AI Impact
(Neutral)
Rhea-AI Sentiment
(Very Positive)
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Rhea-AI Summary
Agoda, a subsidiary of Booking Holdings (BKNG), has partnered with Maldives Border Miles (MBM) to enhance tourism through a new loyalty program. The MoU signed on November 22, 2021, aims to drive traffic and bookings to the Maldives by leveraging Agoda's extensive global network and marketing expertise.
The MBM program, unique in the world, allows travelers to accumulate reward points based on bookings and activities. With over 50,000 sign-ups in less than a year, the program is poised for growth. The Maldives has seen a 400% increase in inbound searches, indicating a strong recovery in tourism.
Positive
Partnership with Agoda enhances Maldives' tourism potential.
Unique three-tiered loyalty program encourages repeat visits.
Agoda's global network is expected to increase awareness and bookings.
Recent statistics show 400% increase in Maldives tourism searches.
Negative
None.
SINGAPORE--(BUSINESS WIRE)--
Maldives Border Miles (MBM), a loyalty program initiated by Maldives Immigration in collaboration with key government stakeholders, have signed a Memorandum of Understanding (MoU) with global digital travel platform Agoda, (part of Booking Holdings, Nasdaq BKNG), to boost tourism in the country. The partnership will utilise Agoda’s global network, technology and travel expertise, integrated marketing capabilities, intelligence tools and resources, to optimise traffic/bookings and drive more awareness to the MBM programme.
The agreement was signed on 22ndNovember 2021, in the presence of John Brown, CEO of Agoda and dignitaries from the Maldives Tourism Ministry, Deputy Minister, Dr Naushad Mohamed, Controller-General of Immigration, Mr Mohamed Ahmed Hussain, and key stakeholders from the Tourism Ministry, Maldives Border Miles, Maldives Airports Company Limited (MACL) the Maldives Marketing and PR Corporation (MMPRC). This marks the first high-level interaction between the Minister of Tourism and the Controller-General of Immigration and Agoda.
A world’s first destination loyalty program for tourists, the free to join, three-tiered MBM program accumulates reward points for travellers to the Maldives based on their accommodation booking and chosen in market activities. Members will need to earn a specific number of points to reach each tier (Aida, Antara and Abaarana), each offering a different range of privileges to its members, which can be utilised during current and return visits to the country.
Under the MoU, the first to be signed by MBM with a global OTA, both parties will mutually agree to undertake shared promotional efforts via branded landing pages, digital promotions via owned channels, special accommodation/booking discounts on Agoda for MBM members, technical consultancy, sharing of expertise and more. The 12-month contract is designed to expand loyalty to return visitors, achieve greater customer acquisition and ultimately reinvigorate the travel landscape in the Maldives.
“The Border Miles program was set up in 2020, to incentivise the post-pandemic return to travel. In less than a year, our member base has grown to over 50,000 signups, half of which have come through in the last two weeks alone. It's clear that demand is high and our partnership with a global digital platform like Agoda will only accelerate this growth to a much wider global audience, reaching previously untapped origin markets. I believe this partnership will bring prosperity to the program and we have so much to learn from one another and together, we can make this world’s first program truly recognized globally.”, said Mr Mohamed Ahmed Hussain, Controller-General of Immigration, Maldives.
According to Agoda’s inbound search data, the Maldives has seen a 5x uplift (400% increase), since two weeks to prior to the opening announcement on 1 July to date, indicating a clear demand for the destination. The country’s earlier than expected vaccination roll-out and effectiveness of its COVID-related policies has led to the first signs of recovery by July 2021. The governments initial benchmark to bring in 900,000 tourists by the end of the year was surpassed when it hit its one millionth tourist in October.
“We applaud the Ministry of Tourism in Maldives and the Controller-General of Immigration for spearheading such forward-thinking initiatives to aid in the country’s rebound. Agoda strives to be a supportive partner to the governments and communities we operate in, this time in the Maldives, to leverage our technology and robust marketing strategies to help stimulate the tourism economy. We are optimistic of the benefit this will bring to the Maldives’ tourism industry and are honored to play a contributing part in this.”, said John Brown, CEO of Agoda.
About Agoda
From its beginnings as an e-commerce start-up based in Singapore in 2005, digital travel platform Agoda has grown to offer a global network of over 2.5 million properties in more than 200 countries and territories worldwide, offering travelers easy access to a wide choice of luxury and budget hotels, apartments, homes and villas, to suit all budgets and travel occasions. In 2019, Agoda added a flight product and packages to help make travel even easier. Headquartered in Singapore, Agoda is part of Booking Holdings (Nasdaq: BKNG) and employs more than 4,000 staff in 30 countries. Agoda.com and the Agoda mobile app are available in 39 languages.
About MBM
Maldives Border Miles is the world’s first destination loyalty program for tourists. Members will earn points based on the duration of stay, visits to celebrate their special occasions, visits on local occasions, frequency of visits, and other aspects. Once reached to a tier, members can enjoy exclusive rewards from all our partners, starting from discounted services to free VIP services.
