When you plan a trip today, flights are no longer the exciting part. What truly matters to you is what happens after you land. This shift in traveler behavior is exactly where the Klook business model plays a key role.
Klook turns everyday local experiences into instant, mobile bookings that you can secure in seconds. From theme parks and city tours to airport transfers and SIM cards, everything lives inside one app.
Understanding the Klook business model shows you how 75% app bookings powered $540M in revenue, pushed GTV to $3.04B, and helped Klook scale globally without owning a single attraction.
Stay tuned!
Profile Overview
Klook is a Hong Kong-based online travel platform founded in 2014. It focuses on attractions, tours, activities, transport, and accommodations rather than flights. You use the app or website to book discounted local experiences directly from vetted operators. The Klook travel platform model emphasizes QR code travel vouchers, instant confirmation, flexible cancellation policy, and loyalty rewards.
With over 500,000 activities in more than 2,700 destinations, Klook positions itself as a global travel experiences marketplace with a strong APAC (Asia Pacific) strategy and growing presence in the US and Europe. This approach supports experiential tourism revenue while keeping prices competitive for you.
History of Klook
Klook was founded in 2014 in Hong Kong at a time when booking attractions online was still inconvenient. While hotels and flights were already digital, activities remained offline. The founders built Klook as a mobile travel tech unicorn that focused on convenience, speed, and pricing transparency.
Founding and Early Growth
Klook began with QR code travel vouchers that allowed you to skip ticket lines. Early traction came from Asia, where mobile payments and smartphone usage were already high. Seed funding helped launch in Japan and Thailand, and by 2016, Series B funding of $25M supported multi-language features and airport transfers.
Expansion into Europe and the US followed, supported by partnerships with theme parks and transport providers. This laid the foundation for the Klook marketplace strategy.
Key Milestones Timeline
Working Strategies: How Klook Business Model Works?
The Klook business model operates as an asset-light digital marketplace. Klook does not own attractions or tours. Instead, it connects you with local suppliers who deliver the experience. This reduces capital risk and improves scalability.
Operations and Marketplace Foundation
The Klook supplier commissions structure sits at the heart of the platform. Klook earns 10 to 20 percent commission on most bookings, accounting for 85 percent of total revenue. This activity commission model allows Klook to grow without holding inventory.
The Klook app bookings model drives 75 percent of transactions. AI recommendations, real-time QR vouchers, and flexible cancellation policies increase trust and improve conversion rates by 18 percent. Bundled attraction passes like Klook Pass increase order value by 30 percent, strengthening the Klook bundles strategy.
Technology and Personalization
Klook invests heavily in Klook AI personalization. Your booking history, location, and travel patterns are used to generate AI itinerary recommendations. This personalization improves user satisfaction and supports the Klook earning strategy.
The app supports over 40 currencies and 15 languages, enabling seamless global transactions. API integrations with hotels and transport providers further strengthen the hybrid 1P marketplace structure.
Growth and Retention
The Klook growth model combines influencer traffic, geo-targeted promotions, and loyalty incentives. The Klook Credits system rewards reviews and referrals with US$5 credits. This travel credits ecosystem drives repeat bookings and lifts retention by 20 to 25 percent.
Supplier audits ensure 99 percent fulfillment, reinforcing trust in high-volume APAC and Western markets.
Strategic Pivot During COVID
The Klook pivot COVID strategy changed the company’s future. Before 2020, 70 percent of bookings came from international travel. Lockdowns forced a rapid shift to domestic experiences.
| Period | Pivot & Impact |
| 2020 Lockdowns | Launched “Klook at Home” virtual tours and “Reboot” domestic campaigns (staycations, workshops, night markets); Taiwan/SEA bookings hit 150% YoY growth via app-exclusive deals |
| 2021 Recovery | Emphasized flexible policies (free cancellations) and local suppliers; domestic focus became 60% of GTV, enabling profitability ahead of peers |
| 2022-2023 | Marketing shift: 80% performance ads → 50/50 brand/performance split; “Joy Awaits” rebrand with neon visuals boosted CTR 28% |
| 2024-2025 | AI/Google Cloud integration for personalization (30% conversion lift); TikTok Shop in 7 markets (15% Q1 sales); SaaS res-tech for APAC operators |
This domestic staycation boom pushed revenue to 120 percent of 2019 levels by Q4 2021 and strengthened post-COVID travel recovery.
Revenue Sources: How Klook Makes Money?
If you want to understand how Klook makes money, look at its hybrid structure. The Klook revenue model blends marketplace commissions with first-party sales.
For the last twelve months ending Q3 2025, Klook generated $540M in revenue on $3.04B Gross Transaction Value. The Klook GTV breakdown shows a take rate of 17.8%.
This Klook hybrid revenue structure supports scalability while minimizing capital needs.
Financial Highlights of Klook (2025)
The Klook IPO financials reflect strong growth with ongoing investment in technology and expansion.
| Financial Metric | Value & Data | Insights |
| Revenue (LTM Q3) | $540M, +40% YoY | Reflects strong post-pandemic demand surge. |
| Revenue (9M 2025) | $407.4M | Accelerates toward full-year record highs. |
| GTV (LTM Q3) | $3.04B | Demonstrates massive transaction scale. |
| Gross Profit | $340M (11.2% of GTV) | Efficient margins from the low-inventory model. |
| Take Rate | 17.8% | Competitive edge via commissions/fees mix. |
| Net Loss (9M) | $141.5M | Growth investments in expansion/tech. |
| Bookings Processed | 65M+ | Validates marketplace dominance in APAC/US. |
| Cash & Equivalents | $133M (Sep 2025) | Solid liquidity for IPO and scaling. |
Despite short-term losses, the Klook profitability 2025 outlook improves as scale and automation increase.
Quick Comparison: Klook vs GetYourGuide vs Viator
When you compare Klook vs GetYourGuide and the Klook vs Viator model, differences in mobile adoption and regional focus stand out.
| Metric | Klook | GetYourGuide | Viator |
| Revenue/GTV (2025) | $540M rev / $3.04B GTV (LTM Q3, +40% YoY) | >$1B rev (+25% YoY, profitable) | $1.2B GTV contrib. to Tripadvisor (+14% YoY, 7% margins) |
| Key Markets | APAC (60% GTV from Asia), expanding the US | Europe (50%+ rev), US growth | Global (190+ countries, 40% NA/EU) |
| App Downloads | 50M+ total, 75% mobile bookings | 14M (2024), #1 travel app EU | 10M+ via the Tripadvisor app |
| Business Model | Hybrid: 85% commissions + 1P sales (17.8% take rate) | Pure B2C marketplace (15-20% commissions) | B2B2C via OTA integrations (~12% take) |
| Growth Edge | Klook Pass bundles (+30% AOV), IPO filing | AI intent tech, TikTok commerce | SEO/parent traffic (300M+ MAU) |
| Founded | 2014, Hong Kong | 2009, Germany | 1995, acquired by Tripadvisor 2014 |
| Destinations/Listings | 2,700+ dest., 500K+ activities | 170+ countries, 100K+ experiences | 200+ countries, 300K+ tours |
| Gross Margin | 11.2% ($340M on $3.04B GTV) | Profitable (>15% est.) | 7% operating margin |
| Parent/Valuation | Private unicorn ($1B+ funding), IPO filing | Private ($2B valuation) | Tripadvisor subsidiary (public) |
| Annual Bookings | 65M+ processed | 40M+ experiences sold | 150M+ via network |
| Take Rate | 17.8% | 18-20% | 10-15% |
| Funding Raised | $1.2B total (Series E+ $210M) | $650M+ | N/A (Tripadvisor market cap $3B) |
| Mobile Booking % | 75% via app | 60%+ app-driven | 50% (web-dominant) |
| Net Loss/Profitability | $141.5M loss (9M 2025, invest-heavy) | Profitable since 2024 | Profitable via parent |
In short, Klook’s strength lies in mobile usage, bundled attraction passes, and APAC experiences leadership.
Marketing Strategies of Klook
Klook’s marketing success is not accidental. It is built around how you actually plan trips today, on your phone, influenced by social proof, short videos, deals, and trust. The Klook business model supports a marketing engine that blends performance-driven tactics with emotional brand building, helping Klook grow from a startup into a mobile travel tech unicorn with 50M plus users.
Instead of pushing generic travel ads, Klook focuses on high-intent moments. It reaches you when you are ready to book experiences, not just dream about them. This approach strengthens the Klook growth model and directly supports revenue, app installs, and repeat bookings.
(1) Mobile-First and App-Centric Marketing
At the core of Klook marketing tactics is a mobile-first mindset. Since Klook 75% mobile bookings come from the app, marketing campaigns are designed to push app installs rather than website visits.
You often see app-exclusive discounts, flash deals, and early access offers that only unlock after installation. Push notifications remind you about abandoned carts, nearby attractions, or time-sensitive discounts. This app-driven strategy lowers customer acquisition costs while increasing lifetime value, which directly supports Klook monetization 2025 goals.
(2) Influencer and Creator-Led Growth
One of the strongest pillars of Klook’s marketing is influencer travel marketing. The Klook Kreator program, launched in 2017, scaled to over 12,000 creators by 2025. These creators do not just promote links. They show real experiences through short videos, reviews, and live bookings.
The impact is measurable. Influencer content drives around 15 percent of Klook’s total traffic. In markets like Thailand and Japan, creator-led campaigns boosted app installs by 22 percent. The top 1 percent of creators generate nearly 40 percent of program revenue, proving how deeply this strategy supports the Klook earning strategy.
This approach works because you trust real travelers more than ads. When you watch someone book a Bali swing or a Phuket speedboat tour in real time, conversion becomes natural.
(3) Hyper-Local Offline to Online Campaigns
Klook became widely known through large-scale offline events that pushed users directly into online bookings. The most famous example is Klook Travel Fest 2018.
During Travel Fest, Klook hosted pop-up booths in cities like Manila, Kuala Lumpur, and Singapore. You could see live demos, scan QR codes, and book attractions instantly using flash discounts. These events converted 35 percent of visitors into paying customers and generated $2M in sales, showing how offline energy can fuel online conversion.
(3) Performance Marketing and SEO
Klook uses performance marketing heavily, especially search and paid social. SEO plays a big role in capturing travelers searching for attraction tickets, local tours, and transport options. This supports the online tour booking platform positioning.
Before 2022, nearly 80 percent of ad spend focused on performance campaigns. As brand awareness grew, Klook shifted to a balanced approach, with 50 percent spent on brand building and 50 percent on performance. This change improved long-term recall and reduced dependency on paid traffic, strengthening the Klook marketplace strategy.
(4) TikTok Commerce and Social Booking
Klook moved early into social commerce, especially through Klook TikTok commerce. In seven markets, Klook enabled direct bookings inside TikTok using live streams and short videos.
In Q1 2025 alone, TikTok contributed 15 percent of total sales in these regions. You can watch a creator show a destination, tap a link, and book instantly without leaving the app. This frictionless flow fits Gen Z booking behavior and supports the Gen Z travel app identity.
(5) Domestic Marketing During COVID
The Klook pivot COVID strategy also reshaped marketing. When international travel collapsed, Klook launched “Reboot” domestic campaigns that focused on staycations, workshops, night markets, and local attractions.
Email marketing played a huge role. Personalized subject lines like “Your Next Escape” helped email open rates reach 48 percent in 2021. Domestic bookings reached 120 percent of 2019 revenue by Q4 2021, showing how smart messaging supported post-COVID travel recovery.
(6) Brand Repositioning and Emotional Storytelling
In 2023, Klook introduced the Klook rebrand 2025 campaign titled “Joy Awaits.” The rebrand used bold neon visuals, emotional storytelling, and human moments rather than price-only messaging.
The campaign was A/B tested with 5M users and increased click-through rates by 28 percent. Partnerships with over 150 tourism boards helped deliver 300M impressions globally. This brand lift supports long-term trust, which is critical for experiential tourism revenue.
(7) Tourism Board and Strategic Partnerships
Klook works closely with tourism boards and local governments to co-create campaigns. These Klook tourism partnerships help bundle attractions, transport, and experiences into value-driven offers.
For example, cherry blossom season campaigns in Japan combined Shibuya Sky tickets with transport passes, driving high conversion during peak demand. These partnerships improve supplier onboarding while reducing marketing costs.
(8) Data-Driven Optimization
Every campaign is tracked end-to-end. Klook uses data analytics to measure installs, bookings, repeat usage, and ROI. Insights from user behavior drive personalization and improve conversion by 18 percent.
This data-backed approach ensures that marketing does not just create buzz. It directly feeds into Klook experiences revenue, retention, and lifetime value.
Why Klook’s Marketing Works?
Klook’s marketing succeeds because it aligns perfectly with how modern travelers behave. You book on your phone, trust creators, respond to urgency, and value flexibility. By combining influencer marketing, social commerce, performance ads, and emotional branding, Klook turns attention into transactions.
This marketing engine is a major reason the Klook business model scales globally, supports $540M revenue, and positions the company strongly ahead of its IPO.
FAQs
What is the Klook business model?
The Klook business model is a hybrid travel experiences marketplace that earns money through supplier commissions, first-party sales, service fees, and bundled products.
How Klook makes money from bookings?
Klook earns 10 to 25 percent commission from suppliers on most bookings, which accounts for 85 percent of its revenue.
What is Klook’s take rate?
The Klook take rate is about 17.8 percent based on its GTV and revenue data.
Why is Klook popular in APAC?
Klook’s APAC strategy focuses on mobile usage, QR code travel vouchers, and local partnerships, which match regional travel habits.
Is Klook profitable?
Klook reported losses in 2025 due to expansion investments, but improving margins and scale support long-term profitability.
How does Klook compare to Viator and GetYourGuide?
Klook leads in mobile bookings and APAC reach, while GetYourGuide dominates Europe, and Viator benefits from Tripadvisor traffic.
Note: We have also covered other travel apps. Check those articles for deeper insights-
- Yatra vs Ixigo: Who is Winning the Travel Business in 2025?
- GoIbibo vs MakeMyTrip: Which Is Leading The Travel Business?
- EaseMyTrip vs MakeMyTrip: Which Is The Better Travel Company?
Final Words
The Klook business model proves that travel experiences, not flights, are the future of online travel. By focusing on mobile bookings, AI personalization, supplier commissions, and bundled passes, Klook built a scalable travel experiences marketplace with $3.04B GTV and $540M revenue.
For you, this means easier bookings, better prices, and flexible policies. For investors, it signals strong growth, diversified revenue, and solid IPO readiness. The Klook business model balances technology, trust, and local partnerships to reshape how you book travel experiences worldwide.
Thanks for sticking till the end 🙂 If this made the Klook business model clearer for you, drop your thoughts or questions in the comments!
