12Go: Charting the Course of Innovative Travel in Southeast Asia

The emergence of 12Go was a noteworthy development in the evolving travel landscape. Its origin was not born out of a grand ambition to dominate global markets, but from a simple, real-world problem that its founder Alexey Abolmasov faced while trying to book a ferry in Thailand in 2012. In a world rapidly shifting to digital conveniences, the glaring absence of an efficient booking system for traditional modes of transport in Southeast Asia was evident.

The idea was straightforward: devise a digital platform that streamlined the booking process for buses, trains, and ferries in Southeast Asia. Beginning its operations with a select few routes in Thailand, the overwhelming demand soon illustrated that Alexey’s personal inconvenience was a challenge for many. 12Go’s services quickly expanded, capturing a significant market void.

Aspects of Growth Strategy

Incorporate more routes and travel modes

As the platform expanded its service area, it began to incorporate more routes and travel modes. From its initial offerings in Thailand, the digital platform soon branched out to neighboring countries, including Laos, Vietnam, Malaysia, and Myanmar. By 2016, 12Go’s services were not restricted to buses, ferries, or trains. The platform had grown to include private cars, vans, and even flights, positioning itself as an all-encompassing travel booking solution.

Dedication to Understanding and Integrating Local Nuances

A particularly noteworthy aspect of 12Go’s growth strategy was its dedication to understanding and integrating local nuances. Rather than imposing a one-size-fits-all model, the company worked closely with local operators in various countries. This collaboration not only expanded their reach but also ensured that the services were tailored to the unique requirements and expectations of each region.

Challenges Faced by 12Go

The Ukrainian War

However, like any business, 12Go faced its share of challenges. The Ukrainian war impacted the company, especially given its global ties and diverse employee base. It became a testing period for 12Go, underscoring the importance of adaptability in the face of adversity. During this period, the company took a strong stand in support of its employees, reinforcing its commitment to its team.

Global COVID-19 Pandemic

The global COVID-19 pandemic further tested 12Go’s mettle. With international travel coming to a near halt, the company adapted by focusing more on local tourism. Recognizing the shift from international to domestic travel, 12Go invested in enhancing its technological infrastructure. The company introduced AI-driven customer support and made significant advancements in its user interface, ensuring a more adaptive and user-centric experience.

Achievements and Contributions of 12GO

Community Engagement and Environmental Sustainability

Beyond its commercial pursuits, 12Go has demonstrated a robust commitment to community engagement and environmental sustainability. The company’s proactive steps to incorporate eco-friendly travel options and its collaborations with sustainable operators showcase its pledge towards the environment. The company’s contributions to schools such as the Orphan School at Tonle Sap Lake in Siem Reap, Cambodia, Umpang Hospital in Tak Province, Thailand, and Ban Khoa Kling School, Thailand, exemplify its dedication to societal well-being.

Digital Innovation Asia Awards

Further highlighting its achievements and contributions, the company has been recognized with accolades such as the Digital Innovation Asia Award in 2014 and has secured a position in the TOP-3 sellers for Starlite Ferries in 2022. Notably, 12Go’s Special Operations Director, Mr. Guido Neil, has earned a seat on the executive board of Destination Mekong, an organization working in close collaboration with the governmental Mekong tourism coordinating office.

12Go’s partnership with AirAsia in October 2022 marked another milestone. With this collaboration, users of AirAsia’s SuperApp can now book not only flights but also ground transport such as buses, trains, and ferries, with 12Go providing the services.

Conclusion

As of 2023, under the leadership of its new CEO, Ron Hoffman, previously Agoda’s VP of product, 12Go continues to expand its horizons, striving for greater achievements. Looking back at its journey, from its humble beginnings to its present status, 12Go stands as a testament to what vision, adaptability, and resilience can achieve in the face of challenges and change.

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