Klook

This year, we focused on how to build twin paces on social and creator marketing.

Joining me today to put that theory into practice is Marcus Yong, VP of Global Marketing at Klook, a travel and leisure booking platform born out of Asia.

This October, WARC is heading to Denver to host the Science and Magic Summit, exploring the shifts reshaping marketing and how leading brands are turning creative insights into business impact.

The summit is part of a three-day experience that brings together Lions, Content Marketing World, and TMRW, the market research event, to help close the gaps between insights, strategy, content, and creativity.

Thanks, Rika.

Very happy to be here.

Klook launched the Creator Program, an industry-first influencer affiliate program designed to move away from mega-influencers towards micro and nano creators.

Marcus, tell us why this focus on niche, and why are they more effective than celebrities?

How do we get the ticket in the hand of the person? How do we make their entry into the traction as seamless as possible? And so that's really where we want to play.

Like if you buy it from Klook, it's just simpler.

I mean, QR codes are a really good example.

In the early days, we did QR codes before COVID.

I know how into the content creator network you are.

You have your own.

Is there video on Klook on your app right there? Or is the video that's happening with your content creators on TikTok and Instagram and places like that? Because that's always been a question, not always, but recently, when are the OTAs going to start merchandising with video on their own site? Actually within

their own app, yeah.

Mm-hmm.

So with the tickets we've bought, um, also we bought our, all our tickets on a website called Klook.

Mm-hmm.

So the Disney tickets and the Universal.

It's just the latest in a string of acquisitions across categories like travel, expense, payments, and events, each making the platform harder to leave.

And finally, Klook is betting the travel creators can do more than just inspire trips.

The travel platform has expanded its creator shops feature to more than 30,000 creators across 88 markets, giving them one storefront where followers can browse and book hotels, attractions, restaurants, and eSIMs.

Kluk says sales have grown by double digits since the feature launched in August, with creator-led bookings up 246% in 2025.

And o-one thing I just wanna add into for all our listeners, when you're looking through the report and looking at air and hotel, look at tour operators, and then also look at activities.

Uh, when you look at each of these different categories to try and understand who's up and who's down and why, and then you see the headlines around a company like GetYourGuide achieving profitability and some of these day tour experience businesses moving towards IPOs like Klook has filed for.

And so this is-

Yeah

It's going to be decision makers.

Starting with Viator and Get Your Guide and Klook and TUI and Groupon and Trip.com and on and on Airbnb and on.

That'll be a good percentage.

I'd have to guess and say about 10 to 15%.