By Marcus Yong, Vice President of Global Marketing, Strategy and Planning at Klook
In May 2022, when the Australian borders reopened, I embarked on my first trip post-pandemic. While on the trip, I noticed that I was sharing about my experience very heavily on social media - and that’s a sentiment shared by many today.
Social media has become a critical source of both information and inspiration for today's travelers. In the past, guidebooks and Google searches were the go-to sources for trip planning. But today, social media has taken the lead. Platforms like TikTok, Instagram, and YouTube are the go-to platforms for Gen Z and Millennial travelers and how they discover new destinations, activities, and experiences.
The New Age of Travel Inspiration
Millennials and Gen Z travelers are drawn to social media for travel planning because they value authentic content and trust online reviews. They seek real, unfiltered experiences that align with their values. According to our recent Klook Travel Pulse survey, 67% of travelers consider reviews and ratings crucial when booking travel-related activities.
Social media fulfills this need through user-generated content (UGC), offering an authentic glimpse into destinations, activities, and accommodations. People want to see what brands and fellow travelers are talking about. Online reviews, often accompanied by candid photos and firsthand accounts, serve as trusted resources, helping travelers make informed decisions. We’re proud to have over 7 million verified reviews on our platform, to ensure that travelers have access to reliable information.
Furthermore, social media isn't just for seeking inspiration and being a travel guide; it’s also a means of documenting the travel experiences. 87% of Gen Z and Millennial travelers believe that capturing social media content during their travels is important.
Klook Kreators: Crafting Authentic Travel Narratives
Recognizing this shift, we launched the Klook Kreator Program, an industry-first nano to micro influencer affiliate program. We want to create a vibrant social community that combines a passion for travel with content creation. Our Kreators, hailing from diverse backgrounds, excel at crafting authentic user-generated content and love sharing their travel experiences online.
Our Kreators aren't just creating content; they're actively engaging with travelers, turning their posts into travel forums where questions are answered, and experiences are shared. Travelers seek detailed information and personalized insights, and our Kreators are delivering just that to become a trusted travel resource.
Shaping the Future of Travel Discovery and Content
Our goal is to lead the way in the social travel movement, shifting from traditional advertising to a user-generated content approach. We want to shape the next generation of travel discovery and empower travelers to uncover exciting new things to do, with user-generated content having a profound influence on traveler behavior. Through the Klook Kreator Program, our vision is to establish the world's largest travel community, enriching the journey of every traveler as they explore the world.
As travel preferences continue to evolve, driven by the ever-changing technological landscape, the authenticity, diversity, and creativity of our Kreators stand as cornerstones in creating a global social travel community. They play a pivotal role in facilitating the exploration and discovery of diverse destinations and experiences.
Our commitment remains unwavering as we collaborate closely with our Kreators to ensure that our platform's experiences remain relevant and at the forefront of our users' minds, both existing and new alike.
Klook Kreators Share Top Tips for Aspiring Travel Content Creators
At Klook’s 9th birthday celebration in Bangkok earlier this month, I had the opportunity to speak with two Klook Kreators - Fauzi Aziz from Singapore, and Jacques Reyes from the Philippines.
From left to right: Jacques Reyes (@jacquesjax), Fauzi Aziz (@mynameisfauzi), Marcus Yong
Both shared some insightful tips for budding travel content creators:
- Prioritize Authenticity Over Follower Count: Quality and authenticity are paramount for creating travel content. While having a substantial follower count is important, focus on delivering genuine experiences and connecting with your audience on a personal level. Authentic content often resonates more with viewers.
- Engage with Your Audience: Social media is a two-way street. Actively interact with your followers, respond to their questions, and provide helpful information. Building a community around your content fosters a loyal and engaged audience.
- Constantly Improve Your Content: Strive for continuous improvement in your content creation process. Work on making your videos or posts more engaging, efficient, and informative. Invest time in crafting captivating hooks in the initial moments of your content.
- Find Your Unique Point of View: Instead of trying to cater to a broad audience, stay true to your own perspective. Identify what makes you unique as a content creator and embrace it. Authenticity often lies in being yourself and sharing your genuine experiences.
- Join Content Creator Programs: Consider joining content creator programs like the Klook Kreator Program if the opportunity presents itself. These programs offer support, a sense of community, and opportunities to collaborate. They can help you expand your reach and provide value to your followers.
