Asian travel services platform Klook is expanding its social commerce initiatives, focusing on Gen Z and millennial travelers. 

The company’s “Kreator” influencer program, launched in 2023, now boasts over 20,000 content creators across 16 global markets.

The program aims to create the world’s largest social travel community centered on user-generated content (UGC). 

Klook is investing in Kreator development through workshops, discussions, and collaborations with merchant partners to provide firsthand experiences of travel activities.

“Social media has become the go-to channel for travelers seeking inspiration on destinations and things to do,” Marcus Yong, Klook’s VP of Global Marketing, said in a blog post. “Klook can now bridge these travelers directly to the activities they discover on their feeds.”

As part of its social-first approach, Klook has partnered with TikTok to integrate booking capabilities directly within the app. Users in seven Southeast Asian markets and Japan can now discover and book travel attractions without leaving TikTok.

Klook is also expanding its Kreator program to YouTube, exploring various content formats. 

The company reports significant growth in Taiwan, Australia, and the United States markets.

To further cement its position in the travel sector content creator space, Klook plans to host “Asia Pacific’s largest gathering of travel content creators” in September 2024. The event will bring together over 130 Kreators from around the world.

Influencer Marketing’s Impact on the Travel Industry

Klook’s expansion of its social commerce capabilities reflects the growing influence of social media on travel planning and booking, especially among Gen Z and millennial travelers, who constitute 70% of Klook’s 60 million monthly visitors. 

Trip.com Group recently launched its Asia Live Streaming Center in Bangkok, which showcases Thailand’s tourism offerings through daily live streams.

The Tourism Authority of Thailand (TAT) also launched TAT Connex, a new influencer marketing platform to boost the country’s tourism industry. The platform aims to connect local and international influencers with various tourism-related businesses.

In July, Sri Lanka revealed plans to expand its social media influencer campaign to boost tourism by bringing in 40 influencers to promote various tourism offerings.