Travel experiences booking platform Klook recently launched its Klook Kreator program, an industry-first approach to influencer marketing focusing on nano and micro-influencers with niche audiences. 

The initiative leverages the collective power of content creators with as few as 1,000 followers on social media channels.

“Today, Gen Z travelers instinctively look to social media for authentic, informative, bite-sized content,” Diana Vidovic, Klook’s Director of Oceania Marketing, said in a statement. 

Vidovic cited a recent Klook Travel Pulse survey that revealed that social media is the primary inspiration tool for Gen Z travelers, with over half using social platforms to discover new destinations and experiences instead of search engines and traditional travel guides.

The Klook Kreator program operates as a social media influencer affiliate system. Participants receive a unique code their followers can use to unlock discounts on Klook experiences. Kreators earn a commission for each sale made using their code.

Klook Kreator Andrew Levins noted that his audience engaged more with this content than with traditional sponsored posts. 

“Using my Klook Kreator code allows me to make a video that appeals to my audience first and foremost, and it also allows me to make a little money from it,” Levins stated.

Vidovic explains that the program democratizes influencer marketing in the travel industry, which traditionally favors mega-influencers. 

“While mega-influencers have a high following, they often have lower engagement among less targeted audiences, which can sometimes prove challenging when seeking ROI for marketing investment,” said Vidovic.

Klook is Making Moves

Klook’s “Kreator” influencer program, launched in 2023, now boasts over 20,000 content creators across 16 global markets. The company recently expanded the program to create the world’s largest social travel community centered on user-generated content (UGC). 

As part of its social-first approach, Klook partnered with TikTok to integrate booking capabilities directly within the app.