Travelers are increasingly veering towards personalized and unique adventures, and putting experiences first. Chief Commercial Officer Wilfred Fan share more about this shift, and what travelers can expect from Klook in the future ahead.
How has the travel experiences sector transformed?
Wilfred: It's simple: travelers today don’t just want to visit a place; they want to experience it. Our Travel Pulse survey showed that three out of five travelers are willing to spend half of their travel budget on experiences. They are looking for things that go beyond logistics—it's about adventure, culture, and connection. People want more than just to check off a list; they want to connect with locals, try authentic food, and immerse themselves in what makes each destination unique.
I’ve seen it change over the years, coming from an offline to an online space. Over the past decade, we’ve covered the essentials—tickets, tours, the basics that make travel happen. The next 10 years are all about personalization, authenticity, and offering unique experiences
How is Klook shaping up to that area of personalized experiences?
Wilfred: Our platform focuses not just on the booking experience but on the entire journey. We’re diving deeper into curating things that resonate on a more personal level with our customers.
We understand that travelers crave authenticity and connection. We listen to travelers, partners, and industry trends to curate experiences for every interest, and even take an onground approach. For example, when I was in Paris I did a tour of the Lourve with the tour guide but to observe the perimeter instead of going in, and realised there was no shelter for the exits. It’s things like this where we need to improve the experience, and innovate in order to give customers the best experiences.
What gap is there in the travel experiences market that Klook can fill?
Wilfred: It’s the mid- to long-tail activities for us. For example, in destinations like the Philippines there might be areas that locals love, which are not as accessible to tourists, or even made known to them.
We’re making it easier for travelers to be spontaneous, by focusing on things like real-time availability, so travelers can easily find something to do even on the day they arrive at a destination. If someone wakes up in a new city and thinks, “What can I do this afternoon?” we want to be the platform they turn to for immediate, experiences they can confirm and book on the spot.
Events seem to be a growing trend in travel. What role do you see event tourism playing in the future?
Wilfred: Event tourism is huge right now and it’s one of the major reasons people are traveling today. We saw it with the Taylor Swift effect and how it boosted the local economies during her tour. At Klook, we’re deeply invested in bringing these events to life - from music festivals, Klook-exclusive events, or cultural celebrations. These experiences offer something you can’t get just by staying home—they give you memories that last a lifetime.
What are some of the exciting offerings from Klook?
Wilfred: We’ve partnered with Disney to bring their cruise line to Southeast Asia, Singapore, in 2025. We’re also involved with major events and concerts, like Coldplay in Hong Kong.
We offer experiences that go beyond the mainstream and have a mix of smaller, more niche experiences. For instance, there’s a cultural village experience in Langkawi where travelers can slow down and immerse in the local way of life. One experience that’s personally exciting for me is Polar Explorer Icebreaker cruise. You actually get off the ship and walk on the frozen Arctic ice, which is a thrilling bucket-list experience.
Additionally, as part of our 10th anniversary, we’ve released unique Money Can’t Buy Experiences, which are exclusive, once-in-a-lifetime experiences across the globe that truly embody what Klook stands for—creating unforgettable moments that last a lifetime.
What lies ahead for the future of travel?
Wilfred: The future of travel is all about discovery and connection. We’re moving toward a time when travelers want more than just a list of attractions—they want stories to take home, meaningful interactions, and experiences they’ll remember forever. At Klook, we’re excited to be part of that journey and to bring even more innovative and authentic experiences to travelers everywhere.
