Findings from the Klook Travel Pulse study that point at increased attention to personal transformation during travel as well as growing online searches for destination activities have formed the foundation for the OTA’s first global brand campaign, The Best You.
The campaign encourages travellers to discover experiences that take them closer to what they aspire to. It features Japanese personality Marie Kondo, who gained global popularity for her tidying method, and is now finding joy through new travel experiences.
Said Marcus Yong, vice president, Global Marketing, Klook: “This fundamental shift (in travel behaviour) presents a massive opportunity for Klook to define and lead the global experiences category. We’re not just observing this trend; we’re driving it.”
To connect travellers with diverse experiences globally, The Best You campaign was designed to resonate across digital formats and platforms, much like how the travellers gather and come across information that may inspire their next trip.
“We know the traveller’s journey isn’t a straight line. It’s a complex, often messy, path influenced by countless touchpoints, from quick social scrolls to major out-of-home campaigns, and authentic endorsements from local creators,” said Yong.
“This isn’t just about big hero moments; it’s about micro-moments – content designed for scrolls, swipes, shares, and direct search intent.”
Using blended emotional storytelling, Klook has tailored its messaging to resonate with travellers of all ages, whether it is Gen Z explorers looking for their next adventure, parents looking for family-friendly fun, or the older generation.
So far, the campaign has reached over 215 million travellers, clocked nearly 200,000 hours of campaign content watched, and seen strong uplifts in branded search volume, direct traffic, and organic app installs.
The campaign also benefits Klook’s travel providers. By cultivating a brand that prompts travellers to explore activities focused on self-discovery, wellness, and personal growth, this drives new demand towards those that offer experience-based activities.
Yong added: “We’re continuously innovating to bridge the gap between our customers and these experiences. We’ve introduced platform features that integrate social videos directly onto our destination pages, inspiring discovery and making it easier to visualise experiences, ultimately driving more action.”
