Agoda has promoted Kris Suebjaklap to Senior Vice President and Global Head of Marketing, putting a long-serving executive in charge of the travel platform's global marketing organisation.

Suebjaklap has spent more than a decade at Agoda, working across both consumer and business-facing marketing. Her remit now covers brand, performance and product marketing across global markets as the company moves to align those functions more closely.

The appointment comes as travel companies reassess their marketing strategies in response to changing consumer behaviour, broader use of artificial intelligence and a more fragmented media environment. Agoda has used AI in campaigns and internal marketing processes while adapting its local market approach in Asia Pacific and other regions.

At Agoda, Suebjaklap also helped establish the company's B2B marketing function, giving her oversight of how the group communicates not only with travellers but also with accommodation partners, affiliates and distribution networks. That broader brief reflects the structure of online travel businesses, which depend on both consumer demand and partner supply.

Under her leadership, a key priority is likely to be using AI in day-to-day marketing execution rather than in limited pilot projects. Agoda has highlighted workflows, personalisation, decision-making and customer experience as areas where AI can affect commercial outcomes.

That emphasis mirrors a broader shift among large consumer internet companies. After early experimentation with generative AI tools, many marketing teams are now under pressure to show measurable returns through smoother customer journeys, more efficient media buying and better conversion from discovery to purchase.

For travel platforms, this can be especially significant because booking decisions often involve long consideration periods, multiple devices and repeated comparisons across destinations, prices and providers.

Source link