In 2012, a traveler’s simple frustration in Thailand laid the groundwork for a new kind of booking platform.
Alexey Abolmasov, while trying to reserve a ferry ticket on the Thai coast, encountered a fragmented system that made planning overland journeys cumbersome.
Recognizing a broader gap in Southeast Asia’s travel market, he developed a solution. The result was 12Go, a Bangkok-based startup (incorporated in Singapore) designed to unify buses, ferries, trains, and other transport options onto a single digital platform.
“What began as a niche service on select Thai routes quickly resonated with other travelers facing similar logistical issues,” Abolmasov says. “By addressing a specific local challenge, 12Go tapped into a larger demand for simplicity in regional journey planning.”
Expansion Through Southeast Asia and Beyond
12Go has expanded its geographic presence – and its offerings. From its initial foothold in Thailand, the platform entered neighboring markets—including Indonesia, Cambodia, Vietnam, and the Philippines—by establishing partnerships with local transport providers.
By mid-decade, the startup expanded its catalog to include trains, private car transfers, and even domestic flights, progressing toward an integrated booking hub.
“This expansion emphasized close collaboration with local operators, incorporating regional travel habits into our system,” Abolmasov says. “Such an approach digitized routes previously available only through offline booking.”
In 2021, 12Go partnered with 6,000 operators. By 2022, that number had grown to 10,000 operators covering 450,000 routes in 90 countries, primarily in Asia.
“This positioned 12Go as a prominent multimodal booking service, connecting travelers to diverse ground transportation options,” he adds. .
Trials and Adaptation Amid Crises
Like many travel companies, 12Go faced significant disruptions due to global events. Geopolitical challenges, such as the conflict in Ukraine, impacted the startup indirectly through its global network.
The company responded by supporting affected team members and adjusting operations.
A more profound disruption occurred in 2020 with the COVID-19 pandemic, drastically reducing international travel. “To adapt, we shifted our focus toward domestic and regional journeys, serving local travelers when international travel halted,” Abolmasov says.
“During this period, the company enhanced our technology platform, incorporating local payment methods and user-experience improvements. These updates aimed at maintaining customer loyalty and preparing for future travel demand recovery. When borders gradually reopened, 12Go emerged technically stronger and strategically repositioned.”
Broadening Reach
Also in 2021, 12Go became part of the Bookaway Group, a global network of ground transportation booking platforms.
“This move provided new market opportunities, and additional capital, and aligned with broader goals to streamline global bus, train, and ferry bookings.” Abolmasov says.
In February 2020, Agonda partnered with 12Go, integrating transportation search in its product via white-label solution. For 12Go, this collaboration represented a strategic shift toward embedding its services within larger travel ecosystems, including airline apps and online travel agencies.
Impact on the Travel Industry
The growth of 12Go coincides with increasing industry awareness of multimodal integration. Historically, booking flights and hotels online has been straightforward, but planning connecting transport such as buses, trains, or ferries often required additional effort. Even by the early 2020s, the vast majority of such tickets globally were purchased offline.
12Go’s development highlights how digital integration in this sector provides tangible benefits for both travelers and operators. Small operators gained improved visibility and sales, while travelers benefited from simplified trip planning.
“The industry has noticed this shift, prompting consolidation among competitors and increased collaboration across major travel brands seeking comprehensive trip-planning solutions,” Abolmasov says. “In this context, 12Go’s progression illustrates how strategic adaptation and partnership can influence broader industry practices.”
Outlook
Travel has recovered from the bleak Covid days – and there’s now demand for overland travel options.
“Future plans involve expanding further into Asia and emerging markets, supporting renewed international tourism with enhanced local connectivity,” Abolmasov concludes. “Through strategic partnerships and embedded technology solutions, 12Go aims for a broader industry presence, facilitating easier journey planning for travelers globally. Our trajectory underscores the importance of practical innovation in a traditionally fragmented travel sector, emphasizing seamless connectivity rather than transformative claims.”
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