A Look at Bali Made: Building a Business on Passion and Service

Bali, the Island of the Gods, has long been a magnet for tourists seeking sun, sand, and serenity. And for Made, who started as a tour guide, he loved his job as he could share his knowledge of the island, and had the opportunity to meet people from different cultures and learn from them.

"I love my job because I love my island," Made says. “I love to share our Bali culture and the way of life of Balinese people.”

However, the 2002 and 2005 Bali bombings severely disrupted the tourism industry. "We lost our jobs, and almost all the Balinese were suffering," Made recalls. He was forced to make a tough decision to go abroad to find work as a laundry attendant on a cruise line.

This experience was far removed from his passion for guiding tourists, yet his love for Bali never wavered. When he heard that tourism was starting to pick up again, he returned to Bali to start his own business, bravely stepping into the digital space by creating a website offering personalized tours.

Despite initial setbacks, he was undeterred. “I had nothing to lose, so I tried again without any expectations,” he says. Inspired by a suggestion from a happy customer, Made revived the website with the name Bali Made in 2011, a fitting representation of tours crafted with Balinese heart.

In the early days, Bali Made faced several challenges and struggled to reach a wider audience due to a lack of digital marketing experience. However in 2016, they joined hands with Klook. And the partnership was instrumental in Bali Made’s growth trajectory, helping them transition from a small business into a major player in the Bali tourism industry.

Today, they are one of Bali’s largest and most successful tour operators. With a team of over 55 employees and a fleet of co-branded vehicles, Bali Made offers a suite of services for international guests including car services and activities like island day tours, volcano treks, cooking classes and cultural performances.

Bali Made’s introduction of a 24-hour customer service model was a direct result of increased demand facilitated by Klook, to cater to customers from all over the globe. "Klook’s help was already there from day one, they taught us a lot of things and helped us improve our service and experience. We were not used to handling a big scale and large number of customers daily. Now we are very familiar with them." Made says.

Bali Made used to average about 30 customers per day; now, that number has skyrocketed to hundreds daily, particularly for airport transfers and popular day tours.

At the core of Bali Made’s success is a commitment to creating meaningful experiences for their customers. One notable initiative was establishing a Klook-branded airport lounge, an idea stemming from customer feedback around difficulties in locating their drivers upon arrival at the airport.

"We built this meeting point to minimize missed meetings," Made explains. “This idea existed long before COVID but the timing was not right then. Now, once customers arrive in Bali International Airport, they see Klook and that helps brand awareness.”

When it comes to experiences, Bali Made’s goal is to provide customers with a unique and memorable experience showcasing the best of Bali. One of their most popular tours is the Nusa Penida island day tour with a visit to the famous Kelingking Beach, as well as a snorkeling trip to see the island's incredible marine life.

And this emphasis on personalization extends beyond just itineraries; it includes fostering relationships with customers. "I want people to come to Bali with curiosity, and leave Bali with love, to love Bali like I do," says Made. “I share our culture, and they really want to know about life as locals."

For Bali Made, a key challenge lay in managing the surge in demand while maintaining the quality of the services provided, especially in the peak season. Regular meetings and training sessions are held to discuss feedback and improve English proficiency among drivers, which is crucial for effective communication with international tourists.

Made’s team carefully listens to reviews and customer feedback to shape their offerings. After hearing that travelers wanted more from their Nusa Penida tour, Bali Made worked with Klook to add a beach club stop in Nusa Penida to the itinerary, enriching the tour with a relaxing beach experience, and remaining relevant and competitive in the industry.

Looking to the future, Made’s vision is ambitious. He hopes that Bali Made, with Klook’s support, can reach half of Bali’s five million annual visitors. “My dream is for 50% of tourists coming to Bali to book a product with us,” he shares, underscoring his dedication to Bali’s tourism growth.

This partnership truly exemplifies the power of collaboration, rooted in Made’s passion for Balinese culture, hospitality, and the desire to create unforgettable experiences. “How we’re working with Klook is to create more products, and provide good service. A major part Bali’s economy is run by tourism, and as a tour guide, when I share knowledge about Bali to my customers and see them happy, I’m happy,” says Made.