Digital travel company Agoda has reached a collaboration with hotel operator Premier Inn to address the growing demand from Asian travellers looking for accommodation in the UK and Europe.

As a result of this alliance, Agoda customers can access Premier Inn’s portfolio of more than 900 hotels in the UK, Germany, and Ireland.

According to Agoda, searches from Asia for trips to the UK and Europe have increased by 20% this year compared to 2024.

The UK remains one of the top five international destinations searched by Asian travellers, excluding trips within Asia.

Agoda supply senior vice-president Andrew Smith said: "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. Together we're bringing trusted stays to millions of new travellers across Asia and beyond."

By adding its hotel portfolio to Agoda’s platform, Premier Inn gains the opportunity to reach more international travellers.

Agoda’s established presence in Asia is expected to give Premier Inn access to travellers from this region and widen its customer base, stated the company.

Both companies also aim to increase visibility for accommodation providers.

Premier Inn sales and distribution director Tim Sleep said: "Partnering with Agoda is another exciting step forward in reaching even more guests and travellers across international markets. Greater visibility of all of our 900+ hotels will allow a new set of travellers to enjoy the comfort, service and convenience we consistently offer."

In May, Agoda partnered with Indian Hotels Company Limited (IHCL) to widen its offerings on its platform to international travellers.

In March, Premier Inn signed a memorandum of understanding with Dubai Department of Economy and Tourism (DET) to promote mid-market hotels in the UAE city.