Travel and experiences platform Klook is positioning itself for its next phase of growth as it celebrates its 10th anniversary. The company is focusing on the booming creator economy, deeper social commerce integration and expanding its footprint across Asia with a keen eye on Western markets.
Speaking to WiT, Marcus Yong, vice president of global marketing at Klook, said, “We’ve always been at the forefront of bringing the world closer to experiences,” reflecting on Klook’s journey over the past decade. “Our mission is to bridge cultures and boundaries, and that’s something we’re incredibly passionate about.” Over the last ten years, Klook has grown from a startup to a travel-tech platform that’s worth more than $1 billion, becoming a major player in Asia’s travel ecosystem.
One of the most significant components of Klook’s strategy moving forward is its investment in the creator economy and the production of authentic, user-generated content. These Kreators produce content that helps promote travel experiences, activities, and destinations available on Klook’s platform. While Klook’s focus on social commerce may seem timely, the platform has always played with the idea of “Klook connoisseurs” – something that founders Eric Gnock Fah and Ethan Lin suggest may have been ahead of its time ten years ago.
Since launching the Klook Kreator program in 2023, the platform has attracted over 20,000 creators across 16 global markets. Yong explained, “We’ve been working with KOLs (Key Opinion Leaders) and content creators since the beginning, but in the last few years, habits have changed. People aren’t just scrolling on social media anymore—they’re making decisions based on the content they consume.” To address this shift, Klook is building what Marcus calls a “global community” for creators, offering them multiple ways to grow and succeed, whether that be through commissions, sponsorships, or access to exclusive travel experiences.
“The first two years of the Kreator program were all about growth—getting more creators onboard and making the program as simple and impactful as possible,” he said. But now, Klook is turning its focus to quality. “We recognise that not all creators are just looking for commissions. Many are genuinely passionate about making great content and building connections. We want to cater to that by offering multiple dimensions within the program, such as mentorship and learning opportunities.”
In markets like Singapore and the Philippines, where the creator ecosystem is more mature, Klook has introduced “Creator Labs”, a mentorship program where seasoned creators mentor newer entrants. “It’s about giving back,” Yong said. “More established creators are helping the next generation, and that’s really exciting. We’ve already seen tremendous success in Singapore, and we’re looking to replicate this model in other markets.”
Search is changing
Klook recently integrated its booking capabilities with TikTok, allowing users to book travel attractions directly within the app. This integration is available across seven markets, including Southeast Asia and Japan, and is part of Klook’s broader effort to appeal to Gen Z and millennial travellers.
“Social media is where travelers today are discovering new experiences,” Yong explained. “Our goal is to meet them where they are – on platforms like TikTok – and make it as easy as possible for them to move from inspiration to booking. We’re bridging the gap between inspiration and action,” he added. “The content people discover on their social feeds can now lead directly to bookings, which is an incredibly powerful tool for both creators and merchants.”
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In addition to TikTok, Klook is expanding the Kreator program to include platforms like YouTube, catering to the increasing demand for user-generated content. “Authenticity is key,” Yong noted. “Travelers want to see real experiences from real people, and that’s what UGC (user-generated content) offers. By expanding our program to more platforms, we’re giving creators more ways to engage their audience and drive bookings.”
Tools for creators
Yong revealed that Klook is working on a variety of creator-focused tools, including creator shops, dashboards, and widgets that allow creators to track their earnings, bookings, and sponsorship opportunities. “We envision a future where creators can log into Klook, see what sponsorships are available for their upcoming trips and easily track their progress. It’s about making the process seamless and giving creators more control over their journey,” he explained.
Klook is also looking at new revenue models that reward creators for the content they produce. “I’m really excited about experimenting with paying creators based on views or engagement,” Yong shared. “If you incentivise creators the right way, you shouldn’t just pay them for successful bookings. We’re looking at ways to reward great content creation, even if it doesn’t immediately result in a booking.”
This move towards a cost-per-impression or cost-per-view model could change how creators are compensated, aligning more closely with the broader trends in the creator economy. “Creators are the backbone of today’s marketing ecosystem,” Yong emphasized. “Recognizing their efforts beyond just bookings is crucial for long-term success.”
Western ambitions
As Klook continues to dominate the Asian market, Yong told us that he sees tremendous potential in Western markets, particularly the U.S., where interest in Asia-Pacific travel is growing. “We’re seeing more Americans coming to Asia, especially to places like Japan and Korea. The creator economy there is huge as well,” Yong noted. “If we can bring that West meets East confluence to life, it could be a game-changer. We’re just getting started.”
Other projects in Klook’s pipeline include Kreator Shops, which the company revealed is in its experimentation stage during the recent Kreatorverse event. Kreator Shops will add revenue streams in Klook’s creator ecosystem by allowing users and content creators to shop, consume and sell each other’s travel products, suggestions and itineraries.
As Yong concluded, “The possibilities are endless, and we’re only scratching the surface.”
*This article originally appeared on WebinTravel.
