Klook, a leading online travel platform, has launched its first global brand campaign, “The Best You,” which encourages travelers to discover experiences that align with their personal aspirations. The campaign is driven by insights from Klook’s Travel Pulse study, which revealed a growing interest in personal transformation and an increase in online searches for destination activities.
The centerpiece of the campaign features Japanese organizing consultant Marie Kondo, who has gained global popularity for her tidying method. Kondo is now exploring new travel experiences that bring her joy, embodying Klook’s message of self-discovery through travel.
“This fundamental shift (in travel behavior) 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,” said Marcus Yong, Vice President of Global Marketing at Klook.
To connect travelers with diverse experiences globally, the “The Best You” campaign was designed to resonate across digital formats and platforms, reflecting the complex, non-linear nature of the modern traveler’s journey. Klook has tailored its messaging to appeal to travelers of all ages, from adventurous Gen Z explorers to families and the older generation.
The campaign has already reached over 215 million travelers, with nearly 200,000 hours of content watched, and has seen strong uplifts in branded search volume, direct traffic, and organic app installs. By cultivating a brand that encourages self-discovery, wellness, and personal growth, the campaign also benefits Klook’s travel providers by driving new demand for experience-based activities.
“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 visualize experiences, ultimately driving more action,” added Yong.
