What Klook does

Klook is an APAC-headquartered online travel activities and experiences platform founded in 2014, serving travelers in 35+ countries with a curated inventory of attractions, tours, transport tickets (including direct integrations such as KORAIL for Korean rail), and, as of April 2026, sports and live event tickets. The platform combines a marketplace of more than 10 million users with a 30,000-member creator network (Klook Kreator) that generates discovery content, and is layered with personalization, recommendation, and predictive CX analytics, plus an AI-Powered Shopping Agent in development to capture AI-mediated travel queries.

The business operates a commission-based marketplace model: it aggregates supply from attractions, tour operators, transport providers, and increasingly event organizers, and monetizes through booking fees, payment-related services (now running on J.P. Morgan Payments), and ancillary travel products. Demand generation is hybrid — paid acquisition, an in-house creator/affiliate ecosystem, and partnerships with national tourism boards — while supply is deepened through direct API integrations that raise switching costs for operators. The customer base is fundamentally long-tail B2C travelers, with notable concentration in APAC source markets but an explicit expansion push toward the US, Europe, and Japan ahead of and following its US IPO filing.

Strategically, Klook is positioning itself as the activities-and-experiences layer of global travel distribution, complementing rather than competing head-on with airline/hotel OTAs. The November 2025 US IPO filing, a $100M Vitruvian round in February 2025, continued SoftBank Vision Fund backing, and a sequence of product and partnership launches in 2026 (sports ticketing, KORAIL, J.P. Morgan Payments, AI agent) signal a company shifting from regional champion to global category consolidator.

Name

Klook

Legal name

Klook

Website

https://klook.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Klook is an APAC-founded online travel activities and experiences platform founded in 2014, serving over 10 million travelers across 35+ countries with attractions, tours, transport tickets, and a newly launched sports and live events vertical.

Ownership category

akta.pro rank

Product category

Online Travel Experiences Marketplace

NAICS

Travel Agencies (56151), Tour Operators (561520)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)

akta.pro secondary industries

Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK), Ground Transport Booking Platforms (Rail/Bus/Shuttle) (THALAFAD), Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

Keywords

• Travel experiences booking
• Online travel agency
• Activities marketplace
• Transport ticketing platform
• Attraction ticket booking

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations, Others

Revenue model

1. Booking Commissions - Experiences: Commission-based revenue from tours, activities, attractions, and experiences bookings. Generates majority of revenue alongside ground transport and eSIM cards. Competes with GetYourGuide and Tripadvisor in the experiences category.
2. Hotel Bookings: Commission revenue from hotel accommodation bookings across global inventory.
3. Transport Bookings: Revenue from train tickets (Japan, Korea, China, Europe), bus tickets, airport transfers, car rentals, and intercity transport.
4. eSIM and Connectivity: Digital connectivity products including travel eSIM packages providing data services in destination.
5. Sports and Events Ticketing: Ticket sales and hospitality packages for sports events including World Cup 2026, Wimbledon, Roland-Garros, and Formula 1. Launched April 2026.
6. Travel Insurance (Klook Protect): Partnership with AXA Hong Kong for Klook Rental Car Protection offering digital rental car excess coverage and personal accident protection. Insurance products available through platform.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Klook operates a digital marketplace where travelers discover and book tours, activities, attraction tickets, hotels, ground transportation (airport transfers, car rentals, intercity buses), rail passes and tickets (Japan Shinkansen, Korea KORAIL, China High-Speed Rail, Taiwan HSR, Europe), travel eSIM/SIM cards, travel insurance, and event tickets across 35+ countries. The platform aggregates inventory from third-party suppliers and operators, enabling self-serve bookings with instant confirmation, digital voucher redemption, and skip-the-line access at venues globally.

Product overview

Klook is a pan-regional Asia Pacific travel experiences platform offering a unified booking ecosystem with multiple interconnected product lines. The core platform centers on Tours & Experiences (including day trips, cultural experiences, outdoor activities, water sports, cruises, and spa services), Attraction Tickets (theme parks, museums, landmarks with skip-the-line access), Hotels, and Events ticketing. Transport modules form a significant vertical, including Japan Rail/Shinkansen passes, KORAIL real-time ticketing (launched April 2026), Korea Bus, China High Speed Rail, Taiwan High Speed Rail, Europe Train, Japan Bus, Airport Transfers, and Car Rentals. Travel essentials include WiFi/SIM Cards (eSIM with in-app activation) and Insurance (Klook Protect, plus AXA-powered Rental Car Protection). The platform expanded into Sports & Live Events in April 2026 with World Cup 2026, Roland-Garros, Wimbledon, and Formula 1 partnerships. Supporting infrastructure includes the Klook App (mobile platform with 4.8/5 iOS rating), KlookCash loyalty rewards, Klook Kreator creator network (30,000+ content creators), Gift Cards, Social Commerce (TikTok Shop, Instagram integration), and the GCash co-branded travel card for Filipino users. The platform utilizes AI for shopping agents, recommendation engines, predictive analytics, and process automation.

Differentiator

Problem solved

Functional benefit

Products and services

• Tours & Experiences
• Attraction Tickets Digital tickets and passes for theme parks, museums, landmarks, and attractions worldwide, allowing skip-the-line access and advance booking for travelers.
• Hotels
• Airport Transfers Airport transfer booking service for travelers to arrange ground transportation between airports and accommodations at destination.
• Car Rentals Car rental booking service for travelers at destinations globally, integrated with Klook Rental Car Protection insurance.
• Japan Train (Shinkansen) Japan rail pass booking and Shinkansen (bullet train) ticket service for travelers visiting Japan, including various JR pass options.
• Korea Train (KORAIL) Real-time KORAIL train ticket booking service for international visitors in Korea, enabling digital voucher purchases and boarding across all KORAIL routes without paper ticket exchange.
• Korea Bus Intercity and express bus booking service for foreign travelers in South Korea, integrated with Korea Tourism Organization discount programs.
• China High Speed Rail China high-speed rail ticket booking service for international travelers.
• Taiwan High Speed Rail Taiwan high-speed rail ticket booking service for travelers visiting Taiwan.
• Europe Train European rail pass and ticket booking services for travelers across Europe.
• Japan Bus Japan intercity and express bus booking service for travelers within Japan.
• WiFi & SIM Cards (eSIM) Travel connectivity solutions including eSIM packages and SIM cards for international travelers, providing data roaming in destination countries with in-app activation for iOS and Android.
• Klook Protect (Travel Insurance) Travel insurance products providing coverage for trip disruptions, cancellations, and travel-related risks, available through the Klook platform.
• Klook Rental Car Protection Digital rental car excess coverage and personal accident protection offered through partnership with AXA Hong Kong & Macau, accessible via the Emma by AXA mobile app.
• Events Event ticketing platform for concerts, festivals, and live entertainment experiences.
• Sports & Live Events Tickets and Packages Sports and live events ticket sales and hospitality packages featuring partnerships with World Cup 2026, Roland-Garros 2026, Wimbledon 2026, and Formula 1 racing events across North America, Europe, and a global racing calendar.
• Klook Gift Cards Gift cards available for purchase, allowing users to gift travel experiences to others.
• Klook-GCash Co-Branded Travel Card Co-branded Visa-powered travel debit card for Filipino travelers launched through GCash partnership, offering zero foreign exchange fees, global ATM access, and travel-related benefits.

Quantifiable outcome

• 12-fold increase in Hiroshima travel pass bookings from social campaign
• +8 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability5 records

Feature7 records

Scale indicators16 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• GetYourGuide: Berlin-based tours and activities marketplace explicitly cited as a direct competitor, reporting over €1B ($1.1B) in revenue. Competes head-to-head on experiences inventory, supplier relationships, and digital voucher redemption in the same European and APAC corridors where Klook operates.
• Viator (Tripadvisor): Tripadvisor-owned tours and activities marketplace serving similar booking flows for attractions, tours, and experiences. Directly comparable on product category, target traveler, and digital ticket fulfillment; a primary global competitor referenced alongside Klook in OTA comparisons.
• Kkday: Taiwan-headquartered Asia-focused tours and activities marketplace. Direct competitor in the same APAC corridors (Japan, Korea, Taiwan, SEA), competing on supplier inventory and digital voucher fulfillment for inbound Asian travelers.

Broad incumbents

• Booking.com Experiences: Booking Holdings operates a scaled experiences marketplace inside its broader hotel-led travel platform. Overlaps with Klook on attractions and tours but as one feature inside a much larger OTA portfolio, giving Booking.com cross-sell advantages and a wider take-rate war chest.
• Airbnb Experiences: Airbnb's Experiences vertical offers host-led tours and activities targeting similar Millennial/Gen Z experience-led travelers. Competes on discovery and creator-led supply rather than pure OTA take-rate, drawing from the same demand pool as Klook.
• Trip.com / Ctrip: China-rooted global OTA with flights, hotels, packages, and an expanding experiences marketplace. Cited as a partner (Art Central exclusive with Klook and Ctrip) but also a competitive force across APAC inbound and outbound travel inventory.
• Agoda: Booking Holdings-owned APAC-focused OTA strong in hotels, flights, and increasingly activities. Comparable on APAC geographic mix; overlaps on hotel and ground transport booking flows adjacent to Klook's core.
• Expedia: Global OTA offering flights, hotels, packages, car rentals, and activities. Comparable on the multi-vertical travel marketplace model and competes for the same English-speaking outbound traveler segments.

Regional players

• Traveloka: SEA-focused OTA offering flights, hotels, and activities across Indonesia, Vietnam, Thailand, Malaysia, and the Philippines. Comparable on regional APAC presence and expanding into experiences, but with primary geographic concentration in Southeast Asia rather than Klook's broader North Asia focus.

Emerging players

• KKday / Pelago: Singapore Airlines joint venture Pelago (and adjacent emerging APAC experience marketplaces) target in-destination activity bookings for travelers. Comparable niche as digital experience aggregators within Asia Pacific, though smaller scale than Klook.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/klooktravel
• Facebookfacebook.com/klookglobal
• LinkedInlinkedin.com/company/klook

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds10 records

Investors22 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Klook