Klook Marketing Strategy 2024: A Case Study

In the fast-paced and highly competitive travel industry, Klook has emerged as a leading player with its innovative and effective marketing strategy. By combining content marketing, social media tactics, and a commitment to customer satisfaction, Klook has successfully engaged and converted its target audience, driving increased brand visibility and customer engagement.

Key Takeaways:

  • Klook’s digital marketing strategy incorporates content marketing and social media tactics to engage and convert customers.
  • Klook leverages innovative technologies to enhance the travel experience and offers exceptional customer service and support.
  • With a diverse range of travel experiences and partnerships with trusted vendors, Klook aims to provide unique and memorable adventures.
  • Klook strategically guides its target audience through the marketing funnel, from awareness to conversion and loyalty.
  • By targeting the Asian market and focusing on Gen Z travelers, Klook seeks to boost sales and expand its reach globally.

Klook’s marketing strategy revolves around delivering exceptional customer service and support while capturing the attention of tech-savvy and adventurous Gen Z travelers. By targeting this specific segment, Klook taps into their preference for unique travel experiences and user-generated content.

One of the standout aspects of Klook’s marketing strategy is their commitment to a mobile-first approach. By prioritizing mobile bookings and last-minute options, Klook caters to the needs and preferences of today’s tech-savvy travelers, making the booking process quick and convenient.

In addition to their digital marketing efforts, Klook has effectively utilized social media platforms such as Instagram, Facebook, and Twitter to connect with customers, build brand loyalty, and increase engagement. By showcasing user-generated content, Klook has engaged with its target audience on a more personal and authentic level.

Klook’s strategic approach has not only resulted in increased website traffic and conversions but has also led to a 10% increase in searches for Singapore activities on the app. Through their campaign “Journey Through Time,” Klook has showcased its innovative approach, resulting in exceptional engagement that was 7x higher than the industry average.

Ads that feature seasoned travelers have been particularly successful, doubling average watch time and reducing cost-per-click costs by one-third. These results highlight the effectiveness of Klook’s marketing strategies in capturing the attention and interest of their target audience.

In conclusion, Klook’s comprehensive marketing strategy, focused on content, social media, and customer satisfaction, has positioned them as a leader in the travel industry. By strategically targeting specific regions and demographics, leveraging innovative technologies, and prioritizing exceptional customer service, Klook is successfully expanding its reach and building long-term customer loyalty.

Introduction to Klook Travel

Klook is a renowned travel company that has revolutionized the way people explore the world. With a total financing of US$521.5 million, Klook has established itself as one of the most funded companies in the tours and activities sector globally. The company’s commitment to providing exceptional travel experiences and activities has earned it a monthly web traffic of approximately 5 million visitors, with around 60% of the traffic originating from search engines.

During the challenging times of the pandemic, Klook showcased its adaptability in marketing strategies by strategically adjusting its content approach. The company’s mobile-first strategy caters to free and independent travelers (FITs) who prefer last-minute bookings using mobile devices. By collaborating with local service operators, Klook offers VIP experiences that enhance its uniqueness in the market.

One of the key aspects of Klook’s marketing approach is its diverse content types on social media platforms. These content types include sales-driven, partnership, lifestyle, artistic, and pandemic-related content. Klook leverages influencer marketing to effectively reach specific target audiences and collaborates with Key Opinion Leaders (KOLs) on tailored campaigns. This engagement with KOLs aims to inspire audiences more organically, fostering genuine connections and enhancing brand credibility.

Klook’s comprehensive marketing funnel strategy utilizes blog content, SEO, and paid campaigns to guide the audience from the interest to consideration stage. Additionally, Klook has evolved from a website to a comprehensive app that encompasses various travel essentials, making it convenient for travelers worldwide.

In 2022, Klook marked significant achievements by becoming an official ticketing partner for major events such as the Hong Kong Sevens and Avatar: The Experience at Gardens by the Bay in Singapore. The company expanded its offerings to include car rental services in Taiwan, Thailand, South Korea, and Australia, catering to the growing number of travelers who prefer booking these services.

Recognizing the demand for staycations, Klook introduced bundle packages for accommodations during the pandemic. The company also partnered with insurance companies to provide insurance plans covering travelers globally, offering peace of mind during uncertain times. Notably, Klook collaborated with AXA Hong Kong & Macau to launch Klook Travel Care, further enhancing its services.

Klook’s marketing efforts are strengthened by the collaboration between its central and local marketing teams. Major campaigns like ‘Klook Travel Fest’ and ‘KonnichiWOW campaign’ in 2022 exemplify the company’s dedication to delivering exceptional experiences and services.

With a goal to become the one-stop-shop for all travel and experiences, Klook aims to bring joy to travelers worldwide. With hyper-growth and a focus on enhancing customer experiences, Klook is constantly evolving and exploring new opportunities to cater to the diverse needs of its customers.

Number Platform Followers
Facebook @klookglobal 2.1M
Instagram @klookglobal 180k
Tiktok @klookanz 2.4k

What Sets Klook Apart?

Klook, founded in 2014, has rapidly become one of the leading online travel agencies (OTAs) globally, revolutionizing the way travelers plan and book their trips. With a vast selection of over 40,000 activities in more than 200 destinations worldwide, Klook offers a unique and immersive travel experience that sets them apart from their competitors.

One of the key factors that distinguishes Klook is their innovative approach to marketing. By leveraging cutting-edge technology, Klook has created a seamless and personalized experience for their customers. Through their user-friendly mobile app, available on both Android and iOS platforms, travelers can easily browse and book activities, making the entire process effortless and convenient.

Klook’s commitment to customer satisfaction is another aspect that sets them apart. With nearly 5 million monthly visits to their platform, Klook has established a strong reputation for providing high-quality services and exceeding customer expectations. They have garnered over 5 million user reviews, building trust and credibility among travelers.

Furthermore, Klook’s strategic partnerships with notable clients such as Disneyland and Universal Studios have further enhanced their reputation in the leisure industry and solidified their position in Asia’s tourism market. By offering benefits exclusive to their users, such as VIP queues at popular attractions, Klook provides added value and ensures a memorable travel experience.

Klook’s marketing innovation is evident in their localized menus, available in various languages, which cater to the diverse needs of their global user base. This attention to detail and focus on enhancing the travel experience sets Klook apart from other online travel agencies.

With a team of over 500 employees, each with diverse professional and cultural backgrounds, Klook has specialized knowledge in the Asian market. This expertise allows them to curate activities and services that align with the preferences and interests of their target audience.

Klook’s Distinctive Features Statistics/Information
Innovative Approach to Marketing Klook has raised nearly $100 million in funding from investors like Goldman Sachs and Sequoia Capital.
Commitment to Customer Satisfaction Klook’s mobile app for partners is available on both Android and iOS platforms.
Strategic Partnerships Klook partners with notable clients such as Disneyland and Universal Studios.
Localized Menus Klook appeals to travelers by offering localized menus in various languages.

Overall, Klook’s marketing innovation and dedication to customer satisfaction position them as a top player in the travel industry. With their extensive range of activities, personalized approach, and strategic partnerships, Klook continues to redefine the travel experience for a young and adventurous consumer demographic.

Klook’s Innovation in Action

Klook, a leading travel activity and services booking platform, has established itself as a pioneer in the industry through its innovative marketing campaigns and commitment to delivering immersive experiences for travelers. Utilizing cutting-edge strategies, Klook has successfully captured the attention of its target audience and created memorable moments for travelers worldwide.

One notable campaign from Klook is “Journey Through Time,” where they partnered with local experts to curate immersive experiences that brought history to life. Through this campaign, Klook showcased their creativity and forward-thinking approach to marketing, providing travelers with unique opportunities to immerse themselves in the culture and heritage of their chosen destinations.

By leveraging technology, Klook has effectively reached its audience through various digital channels, including mobile applications and social media platforms. With more than 80% of its bookings coming through mobile, Klook understands the importance of catering to the needs and preferences of modern travelers. This mobile-first approach has allowed Klook to engage with customers in a seamless and convenient way, enabling them to book activities and experiences anytime, anywhere.

Klook’s Impressive Achievements

Statistics Value
Klook’s Investment $210 million
Annualized Gross Booking Value $3 billion
Revenue Per Headcount Increase Threefold
Mobile Bookings Percentage Over 80%
Ticket Handling Time Reduction 20%
Team Productivity Increase 35%
Monthly Ticket Handling Over 78,000
Zendesk Guide Hits Over 6,000 per month

In addition to their marketing campaigns, Klook has implemented innovative tools and platforms to enhance its operational efficiency. By utilizing Zendesk’s comprehensive knowledge base, Klook has created a central hub of information that assists its team members across various departments, including HR, Tech, legal, security, IT, and finance.

Moreover, Klook’s collaboration with organizations such as the Singapore Tourism Board, Japan National Tourism Organization, Korea Tourism Organization, Hong Kong Tourism Board, and the Tourism Authority of Thailand demonstrates its commitment to enhancing domestic travel experiences and promoting immersive experiences.

Klook’s dedication to innovation and providing immersive experiences sets them apart in the competitive travel industry. Through their strategic marketing campaigns and utilization of advanced technologies, Klook continues to shape the future of travel booking and inspire travelers to embark on unforgettable adventures.

Overview of Klook’s Marketing Strategy

Klook’s marketing strategy focuses on leveraging the power of content marketing and social media tactics to engage with their target audience and drive customer loyalty. Through their innovative approach, Klook has successfully built a vast and vibrant travel community that values quality, authenticity, and engaging content.

Content marketing plays a pivotal role in Klook’s marketing strategy. They understand that travelers rely heavily on reviews and ratings when booking travel-related activities, with 67% of travelers considering them crucial. To provide reliable information to their customers, Klook boasts over 7 million verified reviews on its platform. These reviews help travelers make informed decisions and build trust in Klook as a reliable travel booking platform.

Additionally, Klook has launched the Klook Kreator Program, which fosters a diverse social community of nano to micro influencers. This program aims to establish the world’s largest travel community through user-generated content. Klook Kreators emphasize the importance of quality and authenticity over follower count, ensuring that their content resonates with their audience.

Engagement with the audience is a cornerstone of Klook’s marketing strategy. They believe that building a loyal and engaged following requires continuous improvement in content creation. Content creators are encouraged to develop engaging, efficient, and informative content that provides value to their followers. Klook believes in the power of a unique point of view and staying true to oneself to create authentic content that resonates with their target audience.

To expand reach and collaborate with like-minded creators, Klook advises joining content creator programs such as the Klook Kreator Program. These programs enable content creators to connect with the travel community, collaborate with fellow creators, and provide valuable content to their followers.

In 2019, Klook achieved over 60 million bookings, showcasing its ability to attract and cater to a large customer base. This growth trajectory positions Klook as a prominent player in the online travel industry. In fact, Klook captured 32% of the market share in the Asia-Pacific region in 2020, making it the top online travel agency (OTA) in the region.

Klook’s success can be attributed to its mobile-first approach and strategic partnerships with local operators. By investing in technology and providing a seamless booking experience, Klook strengthens its position in the competitive online travel market.

Key features of Klook’s marketplace include comprehensive search and filtering options, detailed listings, secure booking and payment systems, user reviews and ratings, excellent customer support, mobile accessibility, localization, and personalization. These features enhance user experience, helping Klook maintain its popularity and strong presence in the Asia-Pacific region.

Despite its dominance, Klook faces competition from other online travel experiences marketplaces such as Viator and GetYourGuide. While each competitor offers unique strengths and market reach, Klook’s distinct marketing strategy sets it apart and solidifies its position as a leader in the industry.

Benefits of Klook’s Marketing Strategy

Klook’s comprehensive marketing strategy offers numerous benefits to the company, enabling it to thrive in the competitive travel industry. By utilizing data-driven techniques and innovative approaches, Klook has successfully enhanced brand visibility, improved customer engagement, and fostered strong brand loyalty. These outcomes have contributed to Klook’s impressive growth and position as a leader in the market.

One of the key advantages of Klook’s marketing strategy is its ability to increase brand visibility. Through strategic partnerships and collaborations with renowned brands and attractions such as Hotels.com, Hong Kong Disneyland, Skyscanner, Cathay Pacific, WeChat, and Rail Europe, Klook has expanded its reach and established a strong presence in the global travel market. This visibility allows Klook to attract a wider audience and gain recognition as a trusted travel activities and services provider.

Furthermore, Klook’s marketing efforts have resulted in improved customer engagement. By focusing on domestic travel and experiential stays, Klook has successfully adapted to the challenges posed by the pandemic. This approach resonates with customers who are seeking unique and immersive travel experiences, leading to increased customer satisfaction and loyalty. Klook’s proactive affiliate engagement strategy, which provides support to partners in over 11 global locations, further strengthens customer engagement by offering personalized and tailored experiences.

Another significant benefit of Klook’s marketing strategy is its impact on brand loyalty. Through its Preferred Partner Program, Klook has fostered strong relationships with media partners in Greater China, Southeast Asia, and Oceania. These partnerships not only widen Klook’s reach but also contribute to incremental growth by attracting loyal customers who trust the recommendations and endorsements from these media partners. This loyalty is further amplified by Klook’s focus on product innovation and affiliate solutions, which continuously offer unique experiences and convenient travel solutions for customers.

Overall, Klook’s marketing strategy has proven to be highly effective in driving brand visibility, enhancing customer engagement, and fostering brand loyalty. By leveraging strategic partnerships, adopting innovative approaches, and focusing on customer-centric experiences, Klook remains at the forefront of the travel industry. As the company continues to strengthen its domestic position in Asia and expand globally, it is poised to achieve even greater success and solidify its standing as a leading travel activities and services provider.

Moving the Target Audience Along the Marketing Funnel

As a leading player in the tours and activities market, Klook understands the importance of a well-structured marketing funnel in guiding customers through the different stages of the customer journey.


At the top of the marketing funnel, Klook focuses on raising awareness about its brand and offerings. With monthly web traffic of around 5 million visitors, a significant portion of which comes from search, Klook has successfully captured the attention of potential customers.


Once aware of Klook, the target audience enters the consideration stage. Here, Klook’s content marketing and social media tactics come into play. By leveraging a variety of content types, including informative articles, visually stunning travel photos, and engaging videos, Klook keeps its audience interested and engaged.

Moreover, Klook’s partnerships with local cultural experts and historians have resulted in captivating campaigns such as the “Journey Through Time,” which combines virtual reality, interactive exhibits, and live performances. These experiences not only generate interest but also differentiate Klook from its competitors.


Driving conversions is the ultimate goal of any marketing funnel, and Klook excels in this area. With over 50,000 activities covering more than 270 destinations worldwide, Klook offers a wide range of options for customers to choose from.

Klook’s personalized promotions and incentives play a crucial role in nudging potential customers to make a purchase. By tailoring offers based on customers’ preferences and behavior, Klook increases the chances of conversion and fosters brand loyalty.

Klook’s digital marketing efforts, coupled with its exceptional customer service, result in increased brand visibility and customer engagement. This not only drives website traffic but also improves conversions and boosts overall business growth.

Retention and Post-Purchase

However, Klook’s marketing funnel doesn’t end with a conversion. The company understands the importance of post-purchase follow-up for retention, cross-selling, and upselling.

By proactively engaging with customers through various channels, including social media platforms like Instagram, Facebook, and Twitter, Klook strengthens its relationship with its audience, encourages repeat bookings, and promotes loyalty.

Tracking Success

Throughout each stage of the marketing funnel, tracking metrics is essential for assessing the effectiveness of Klook’s marketing strategy. By analyzing data related to awareness, consideration, conversion, and retention, Klook can make data-driven decisions and continuously improve its overall marketing efforts.

Stage Metrics
Awareness Website traffic, search rankings, brand mentions
Consideration Engagement metrics (likes, shares, comments), video views, content downloads
Conversion Conversion rate, average order value, repeat purchase rate
Retention Customer retention rate, cross-sell and upsell opportunities

Practical Examples of Klook’s Marketing Tactics

Klook, a leading travel platform, implements various marketing strategies to drive engagement, conversions, and brand loyalty. By leveraging innovative content types and partnering with influencers, they effectively raise awareness and generate interest among their target audience.

1. Influencer Collaborations

Recognizing the power of influencers in reaching and influencing consumers, Klook significantly increased their collaborations by 63% compared to the previous year. Through strategic partnerships with travel influencers and bloggers, Klook expanded its reach and successfully drove organic traffic to their platform. The authentic and relatable content created by influencers effectively sparks interest and drives conversion among their followers.

2. Targeted Social Media Campaigns

Klook achieves a remarkable 45% rise in engagement rates through their targeted social media campaigns. By utilizing data-driven insights and sophisticated targeting capabilities, they deliver relevant and compelling content to their audience. Their social media campaigns effectively capture attention, generate interest, and encourage users to take action, ultimately driving conversions and fostering brand loyalty.

3. Email Marketing Strategies

Email marketing plays a pivotal role in Klook’s marketing strategy, particularly among new customers. Leveraging personalized and compelling content, Klook achieves an impressive conversion rate of 18% through their email campaigns. By delivering tailored offers, discounts, and travel inspirations directly to their customers’ inboxes, Klook effectively nurtures leads and motivates them to make a purchase.

4. Partnerships with Travel Bloggers

Klook’s collaborations with key travel bloggers have yielded outstanding results, including a 30% increase in website traffic. By tapping into the influencer’s engaged audience, Klook successfully generates interest and builds credibility among potential customers. These partnerships not only drive traffic but also allow Klook to reach new audiences and establish their brand as a trusted authority in the travel industry.

5. A/B Testing on Landing Pages

By employing A/B testing techniques on their landing pages, Klook achieves a significant 12% improvement in click-through rates. This iterative approach allows them to identify the most effective layout, design, and messaging to capture visitors’ attention and encourage further exploration of their offerings. The data-driven insights gained from A/B testing enable Klook to refine their marketing tactics and optimize conversion rates.

6. Retargeting Ads on Social Media

Retargeting ads on social media platforms have proven to be a successful strategy for Klook, resulting in a 25% boost in sales among returning customers. By re-engaging users who have previously interacted with their brand, Klook remains top of mind and encourages repeat bookings. These targeted ads leverage personalized content and exclusive promotions, driving conversions and fostering customer loyalty.

Through these practical examples, it is clear that Klook’s marketing tactics not only focus on raising awareness and generating interest but also on driving conversion and fostering brand loyalty. By implementing a diverse range of content types and strategic partnerships, Klook effectively engages with their audience and delivers exceptional experiences throughout the customer journey.


In conclusion, Klook’s marketing success can be attributed to their innovative digital marketing strategies. By focusing on a mobile-first approach and leveraging the power of search, Klook has been able to attract millions of visitors to their platform every month. Their blog, which ranks for over 80,000 keywords, plays a significant role in driving organic traffic and boosting their natural ranking on search engines.

Klook’s marketing funnel, consisting of the Attract, Convert, Engage, and Connect stages, allows them to effectively engage with their target audience. They partner with local service operators to offer VIP experiences and employ Key Opinion Leaders (KOLs) and influencers to enhance their content and social media strategies.

Utilizing SEO and paid campaigns, Klook drives traffic to their platforms while providing unique travel experiences, customer reviews, best price guarantees, and easy check-out processes to maximize conversions. To further engage their customers, Klook conducts live streaming events and contests, offering exclusive deals and discounts.

Despite the challenges brought about by the COVID-19 pandemic, Klook has adapted its services to cater to domestic travelers and has experienced revenue growth in some markets. By maintaining strong connections with customers and exploring new initiatives, Klook continues to evolve and succeed in the travel industry.

As Klook marks its seven-year anniversary since its launch, it remains committed to providing a wide range of activities, attractions, and services globally. With over 8,000 partnerships and significant venture capital funding, Klook’s platform serves as a one-stop solution for travelers seeking personalized travel experiences. Through their dedication to customer satisfaction and constant innovation, Klook has firmly established itself as a leader in the market.

Overall, Klook’s marketing success and digital marketing strategies have propelled them to the forefront of the travel industry, solidifying their position as a trusted and preferred platform for travelers worldwide.


What is Klook’s marketing strategy?

Klook’s marketing strategy involves content marketing and social media tactics. They create high-quality content and utilize social media platforms to engage with their audience and promote their products.

How does Klook’s marketing strategy benefit the brand?

Klook’s marketing strategy leads to increased brand visibility, improved customer engagement, and enhanced brand loyalty. Their content marketing and social media tactics target the right audience and drive website traffic and conversions.

How does Klook move their target audience along the marketing funnel?

Klook focuses on moving their target audience along the marketing funnel by raising awareness about their brand and offerings, generating interest through captivating content, and driving conversions and fostering loyalty through personalized promotions and exceptional customer service.

What types of content does Klook create for their marketing strategy?

Klook creates various types of content to raise awareness, generate interest, and drive conversions and loyalty. They showcase visually stunning travel photos, create interactive content, and promote user-generated content to engage their audience.

How has Klook established itself as a leader in the travel industry?

Through their innovative marketing strategies and focus on customer satisfaction, Klook has established itself as a leader in the travel industry. Their digital marketing strategies, including content marketing and social media tactics, have helped them achieve success and stand out from the competition.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.