Klook

Klook is a Hong Kong-based travel technology company that operates a digital marketplace for travel experiences and related services. Through its website and mobile applications, the company connects travelers with attractions, tours, activities, transportation providers, hotels, car-rental companies, cultural venues, and other tourism merchants. Its product range is designed around the parts of a trip that traditionally remained fragmented, locally marketed, or difficult to book online, particularly activities and services purchased shortly before or during a journey. The company was founded in 2014 by Ethan Lin, Eric Gnock Fah, and Bernie Xiong. Its name is associated with the phrase “Keep Looking,” reflecting the company’s original emphasis on helping travelers discover experiences beyond conventional hotel and flight reservations. Klook initially focused heavily on activities and attractions in Asia, where the experiences market was fragmented among small and medium-sized operators with limited digital distribution. The platform attempted to aggregate this supply, standardize information, provide mobile booking and voucher delivery, and make local experiences accessible to independent travelers. Klook expanded rapidly across Asia-Pacific and later into wider international markets. A US$30 million Series B round led by Sequoia Capital supported international expansion, while a US$200 million financing round in 2018 pushed the company’s valuation above US$1 billion and gave it unicorn status. Over time, Klook broadened from attraction tickets and day tours into local transport, intercity rail, accommodation, car rentals, staycation packages, connectivity products, and other services associated with independent travel. It also developed distribution relationships with large consumer platforms and tourism organizations, including Grab, allowing Klook inventory to reach customers through partner ecosystems. The COVID-19 pandemic forced a major strategic adjustment. As international travel collapsed in 2020, Klook shifted attention toward domestic and regional demand. It introduced or expanded staycation products that combined hotel accommodation with restaurants, spas, attractions, and other nearby activities. The company also increased its focus on mobility products such as rail reservations and car rentals, particularly in markets including South Korea, Taiwan, and Australia. This period accelerated Klook’s evolution from an activities marketplace into a broader online travel agency centered on experiences and in-destination services. Following the reopening of travel markets, Klook invested in rebuilding merchant supply, expanding inventory, and strengthening its position among younger independent travelers. A 2022 strategic partnership with Tiqets extended the range of cultural and leisure experiences available to customers in Asia-Pacific, Europe, and other markets. In 2023, Klook announced that it had reached cash-flow positivity and raised US$210 million in a Series E+ financing round led by Bessemer Venture Partners, with participation from BPEA EQT, Atinum Investment, and Golden Vision Capital. In February 2025, it announced a further US$100 million investment led by Vitruvian Partners. Klook’s current positioning combines a consumer travel marketplace with a merchant-distribution and booking infrastructure business. The company emphasizes curated experiences, mobile-first discovery, last-minute and in-destination booking, localized content, multilingual access, digital vouchers, and partnerships with tourism boards and destination operators. Its offering spans more than one travel category but remains differentiated by its historical strength in activities, attractions, and local experiences rather than by long-haul air-ticket distribution. In its 2025 U.S. IPO filing, Klook described itself as an Asia-Pacific experiences platform and reported approximately 310,000 offerings across around 4,200 destinations as of September 30, 2025. The filing also stated that more than 65 million experiences had been booked during the twelve months ended September 30, 2025. The proposed IPO would represent a further step in the company’s transition from venture-backed regional platform to a potentially publicly traded global travel technology company.

Klook was established in Hong Kong in 2014 by Ethan Lin, Eric Gnock Fah, and Bernie Xiong. The founders identified a structural gap in online travel: flights and hotel rooms had become relatively easy to search and purchase digitally, while tours, attractions, local transportation, and other destination experiences remained fragmented across small operators and offline distribution channels. Klook was created to aggregate that supply and give travelers a simpler way to discover and reserve activities through a website and mobile application. The company’s early proposition was particularly suited to Asia-Pacific, where tourism markets contain many independent attractions, activity providers, transportation operators, and small merchants. Klook provided digital listings, booking infrastructure, mobile vouchers, localized content, and transaction support. This allowed merchants to reach independent travelers while giving consumers a more standardized way to compare and purchase local experiences. The company’s name has been associated with “Keep Looking,” a phrase that captures its discovery-oriented identity. Klook expanded from its initial Asian focus into additional international markets. In 2017, it raised US$30 million in Series B funding led by Sequoia Capital, with the proceeds supporting international expansion. In 2018, a US$200 million financing round valued the company above US$1 billion and gave Klook unicorn status. The company continued to raise capital and broaden its inventory, competing in the growing market for online activities and experiences against platforms such as Viator and GetYourGuide while developing particular strength in Asia-Pacific. The company’s scope gradually expanded beyond tours and attractions. It added public-transport and intercity rail reservations, airport transfers, car rentals, accommodation, connectivity products, attraction passes, and packaged services. These categories complemented Klook’s core activities marketplace by addressing more of the traveler’s in-destination needs. The platform was designed for bookings made both before departure and close to, or during, a trip, when consumers often seek immediate access to tickets, transport, and local activities. The COVID-19 crisis created a major operational and strategic challenge. International travel restrictions sharply reduced cross-border bookings, forcing Klook to shift toward domestic and regional demand in 2020. The company moved away from relying primarily on conventional day tours and introduced or expanded staycations, which combined hotel stays with restaurants, spas, nearby attractions, or other local activities. Mobility became more important, with car rental and rail products receiving increased attention in markets such as South Korea, Taiwan, and Australia. This period helped transform Klook from a specialized activities marketplace into a broader experiences-focused online travel agency. As travel markets reopened, Klook rebuilt supply and sought to increase the reach of its merchant network. In 2022, it announced a strategic partnership with Tiqets, allowing the two platforms to connect supply channels and improve access to museums, attractions, cultural venues, and leisure experiences across their respective strengths in Asia-Pacific, Europe, and other international markets. Klook also worked with large consumer platforms such as Grab, integrating selected Klook inventory into partner ecosystems so users could discover and book activities without beginning their search on Klook’s own channels. Klook undertook a major brand refresh in 2022, presenting a brighter identity and emphasizing optimism, joy, and the return of travel after the pandemic. The rebrand accompanied a broader effort to position the company as a travel and leisure application used both at home and abroad rather than only as a pre-trip activity-booking service. Partnerships with tourism authorities and destination operators became another important growth mechanism. For example, its collaboration with Thailand’s Tourism Authority targeted independent travelers across multiple source markets, while its Mandai Wildlife Group partnership in Singapore combined digital marketing, bundled products, and online-to-offline activations. In 2023, Klook reported reaching cash-flow positivity and completed a US$210 million Series E+ financing round led by Bessemer Venture Partners. BPEA EQT, Atinum Investment, and Golden Vision Capital also participated, while Citigroup, JPMorgan Chase, and HSBC supplied additional banking facilities. The capital supported Klook’s continued expansion, technology development, merchant connectivity, and evolution toward a more comprehensive online travel platform. In February 2025, the company announced another US$100 million investment led by Vitruvian Partners, describing the funding as support for its next decade of experiences growth. Klook’s 2025 U.S. registration statement provided a more detailed description of its scale and corporate structure. The filing described Klook as an Asia-Pacific experiences platform and reported approximately 310,000 offerings across around 4,200 destinations as of September 30, 2025, with more than 65 million experiences booked in the preceding twelve months. It also contemplated a dual-class share structure in which the founders would retain enhanced voting rights following a proposed offering. On November 10, 2025, Klook announced the filing of a Form F-1 for a proposed New York Stock Exchange listing under the symbol KLK. The filing was not yet effective at the time of the announcement, so the proposal did not by itself establish that the company had completed a public listing. By 2026, Klook continued to present itself as an experience-led travel platform serving regional and international travelers. Its business combines consumer discovery, digital ticketing, merchant distribution, travel content, destination partnerships, and ancillary services such as mobility, stays, and connectivity. The company’s central strategic challenge remains balancing breadth with differentiation: it must compete with large online travel agencies while preserving its distinctive position in attractions, activities, and the practical services travelers purchase at or near their destination.

• 2025

  Vitruvian Partners investment

  [9]Klook Closes US$100 Million Investment Led by Vitruvian Partnersvia.tt.se

  Klook announces a US$100 million investment led by Vitruvian Partners to fund further growth in travel experiences.

• 2025

  Proposed New York Stock Exchange IPO

  [2]Klook Files Registration Statement for Proposed Initial Public Offeringklook.com

  Klook Technology Limited files a Form F-1 registration statement for a proposed ADS offering under the ticker KLK.

• 2023

  Klook reaches cash-flow positivity

  [1]Klook (company)en.wikipedia.org

  Klook reports becoming cash-flow positive amid the recovery of travel demand.

• 2023

  Series E+ funding round

  [2]Klook Files Registration Statement for Proposed Initial Public Offeringklook.com

  Klook completes a US$210 million Series E+ round led by Bessemer Venture Partners.

• 2022

  Klook and Tiqets form a strategic partnership

  [5]Tiqets and Klook Announce Strategic Global Partnershiptiqetsnews.com

  The two platforms connect supply channels to expand consumer access to cultural, museum, attraction, and leisure products.

• 2022

  Klook introduces a new brand identity

  [6]Klook Rebrand: Signaling the Transformation of its Businessklook.com

  The company launches an end-to-end rebrand focused on joy, optimism, and a new phase of travel and leisure.

• 2020

  Strategic shift toward domestic travel

  [1]Klook (company)en.wikipedia.org

  During the pandemic, Klook increases its focus on domestic travel, staycations, mobility, car rentals, and local experiences.

• 2018

  Klook becomes a unicorn

  [1]Klook (company)en.wikipedia.org

  A US$200 million financing round lifts Klook’s valuation above US$1 billion.

• 2017

  Series B financing supports international expansion

  [1]Klook (company)en.wikipedia.org

  Klook raises US$30 million in a Series B round led by Sequoia Capital.

• 2014

  Klook is founded in Hong Kong

  [1]Klook (company)en.wikipedia.org

  Ethan Lin, Eric Gnock Fah, and Bernie Xiong establish Klook as a digital marketplace for travel activities and experiences.

A mobile-first, experience-led online travel platform focused on independent travelers, especially millennials and Generation Z, with strong roots in Asia-Pacific and an expanding worldwide merchant and destination network.

• Attractions and entertainment · 2014

  Attraction tickets

  Klook distributes tickets for theme parks, observation decks, museums, wildlife parks, cultural landmarks, shows, and other paid attractions. Digital vouchers and mobile delivery are central to the offering, allowing travelers to purchase before departure or close to the time of use. The category is one of Klook’s foundational strengths and is often packaged into passes, bundles, or destination-specific promotions.

• Travel experiences · 2014

  Tours and local activities

  This category includes guided tours, day trips, food experiences, outdoor activities, cultural programs, adventure products, wellness services, and other bookable activities. Klook’s marketplace model allows local merchants to present their products to independent travelers while the platform supplies discovery, reviews, payment, booking confirmation, and customer-facing support.

• Travel transportation · 2016

  Transportation and mobility

  Klook offers selected public-transport, intercity rail, airport-transfer, local-transfer, and car-rental products. Mobility became more strategically important during the company’s pandemic-era shift toward domestic travel. These services complement attraction and activity bookings by helping users organize the practical movement required to reach destinations and experiences.

• Accommodation · 2020

  Accommodation and staycations

  Klook expanded into hotel and accommodation-related services and developed staycation packages that combine lodging with restaurants, spas, attractions, transportation, or other local activities. The model is intended to make nearby leisure travel more bookable and to increase the value of a single transaction beyond an individual ticket or tour.

• Travel connectivity

  Connectivity products

  Klook distributes travel connectivity products such as SIM cards and related mobile-data services. These products are frequently bundled with attraction tickets, transportation, or destination passes, helping travelers address connectivity needs alongside other in-destination bookings.

• Travel passes

  Klook Pass and destination bundles

  Klook Pass products combine admission to multiple attractions or experiences, sometimes with transportation, food, connectivity, or other benefits. Destination bundles are designed to simplify trip planning, provide packaged value, and encourage users to purchase several components of a trip through one platform.

• 2026The World’s Most Underappreciated Travelers: Travel Planners

  Global

  Klook launched a global search recognizing people who organize and coordinate trips for their friends and families. The initiative framed travel planning as an overlooked form of contribution and connected the theme to Klook’s planning and booking proposition.

  Source
• 2024TravelPulse shared-experiences campaign

  Asia-Pacific

  Klook published TravelPulse research and marketing content about millennials, Generation Z, shared travel, and the growing importance of experiences that create social connection. The campaign linked consumer research with Klook’s experience-led brand positioning.

  Outcome. The initiative supported Klook’s message that travel activities and shared memories are central to younger travelers’ trip planning and spending.

  Source
• 2023Thailand Tourism Authority multi-market partnership

  Hong Kong · India · Indonesia · Malaysia · Philippines · Singapore · Taiwan · Thailand

  Klook partnered with Thailand’s Tourism Authority on a multi-market initiative intended to promote Thailand’s attractions and experiences to free and independent travelers. The program used Klook’s regional audience and booking platform to connect tourism demand with local products.

  Outcome. The partnership strengthened Klook’s role as a destination-marketing and distribution partner for tourism authorities.

  Source
• 2023Mandai Wildlife Group partnership

  Singapore · Asia-Pacific

  Klook and Mandai Wildlife Group developed a pan-regional digital campaign, online-to-offline activations, original social content, and exclusive bundles for Singapore’s wildlife parks. Products included admission, food, wildlife experiences, transportation, and connectivity components.

  Outcome. The partnership created bundled and digitally distributed wildlife-park products while supporting Mandai’s visitor-acquisition objectives.

  Source
• 2022New Klook Brand Identity

  Asia-Pacific · Global digital channels

  Klook launched a company-wide rebrand with a brighter visual identity and messaging centered on joy, optimism, and the return of travel. The campaign positioned Klook as an everyday travel and leisure application for experiences at home and abroad.

  Outcome. The rebrand marked a post-pandemic repositioning and reinforced Klook’s broader travel-and-leisure proposition.

  Source

• 2025

  Preparation for a proposed U.S. public listingOther

  Background

  Klook’s growth and expansion created a basis for considering access to public capital markets.

  Action taken

  Klook Technology Limited filed a Form F-1 registration statement for a proposed offering of American depositary shares and applied to list on the New York Stock Exchange under KLK.

  Aftermath

  The filing contemplated a dual-class structure with enhanced voting rights for the founders. The registration statement was not yet effective when the filing was announced, and no completed listing is established by the available source material.

  Source

• 2023

  Emphasis on profitable growth and broader online travel servicesStrategy

  Background

  After rebuilding through the pandemic, Klook sought to combine renewed travel demand with stronger operating discipline and a broader set of travel services.

  Action taken

  The company emphasized cash-flow positivity, expanded experiences and mobility supply, and used new financing to support a more comprehensive online travel proposition.

  Aftermath

  Klook reported cash-flow positivity in mid-2023 and completed a US$210 million Series E+ funding round in December 2023.

  Series E+ financing. US$210 million raised (December 2023)

  Source

• 2022

  Company-wide brand relaunchStrategy

  Background

  Klook sought to reintroduce travel and leisure products after the disruption of the pandemic and to communicate a broader everyday-use proposition.

  Action taken

  The company launched a new visual identity and messaging centered on joy, optimism, and experiences at home or abroad.

  Aftermath

  The brand relaunch supported Klook’s post-pandemic repositioning as a travel-and-leisure application rather than only an activity-ticket marketplace.

  Source

• 2022

  Strategic supply partnership with TiqetsM&A

  Background

  Klook and Tiqets each held complementary supply strengths in attractions, museums, cultural venues, and leisure experiences across different geographic markets.

  Action taken

  The companies connected their supply channels so customers could access a broader range of experiences through the two platforms.

  Aftermath

  The arrangement increased cross-market distribution for participating merchants and expanded the range of cultural and attraction products accessible to travelers.

  Source

• 2020

  Shift from cross-border experiences toward domestic and regional travelStrategy

  Background

  The COVID-19 pandemic severely reduced international travel and disrupted Klook’s original cross-border activity model.

  Action taken

  Klook expanded domestic experiences, staycations, local mobility, car rentals, and bundled nearby leisure products while reducing reliance on traditional international day tours.

  Aftermath

  The change broadened Klook’s product mix and helped establish the company as a more comprehensive experiences-led online travel platform.

  Source

• 2022.03.02

  Reported2022.03.02

  Klook announces a travel and leisure rebrand[12]Klook宣布进行旅游与休闲品牌重塑ttgasia.com

  Klook is rebranding to reinforce its position as a travel and leisure superapp and describes the change as a commitment to bring joy back to customers and become their go-to app at home or abroad.

• 2021.10.17

  Reported2021.10.17

  Klook launches Cebu All-Attractions Pass[13]Klook推出宿务全景点通票sunstar.com.ph

  Klook launched the Cebu All-Attractions Pass, providing access to three Cebu attractions through one pass.

• 2021.02.04

  Reported2021.02.04

  Klook expands its partnership with LINE to offer bus bookings[14]KLOOK与LINE扩大合作并提供客运预订服务chinatimes.com

  Klook announced an expanded collaboration with LINE in Taiwan, integrating Klook's bus-booking service into the LINE Travel homepage. LINE users can search and book more than 60 routes through the service.

• 2021.01.25

  Reported2021.01.26

  Klook raises an additional US$200 million[15]Klook新增融资2亿美元prnewswire.com

  Klook announced that it had raised US$200 million in additional funding in a Series E round led by Aspex Management, with other new investors and existing investors also participating.

• 2020.12.04

  Reported2020.12.03

  Klook launches “Pilipinas, You’re Worth the Wait” campaign[16]Klook推出“菲律宾，值得等待”宣传活动manilatimes.net

  Klook launched its “Pilipinas, You’re Worth the Wait” campaign, promoting local travel activities in the Philippines, including staycations, spa experiences, and theme-park visits.

• 2020.08.03

  Reported2020.08.03

  StarLux announced a special JX-8888 flight experience[17]星宇航空宣布推出 JX-8888 微旅行航班chinatimes.com

  StarLux announced a planned JX-8888 micro-travel flight departing Taoyuan on August 7. KLOOK was to sell the flight experience exclusively, with tickets scheduled to go on sale August 4.

• 2020.07.23

  Reported2020.07.23

  Klook announces global layoffs of 160 employees[18]Klook宣布全球裁员160人bnext.com.tw

  Klook announced layoffs affecting 160 employees, about 9% of its workforce, mainly in customer operations and customer service teams, with reductions across several markets including Taiwan and Malaysia.

• 2020.06.11

  Reported2020.06.11

  Klook and Redeam announced a partnership[19]Klook与Redeam宣布合作prnewswire.com

  Klook and Redeam announced a partnership to bring new marketing reach and guest bookings to North American operators.

• 2019.12.24

  Reported2019.12.24

  KLOOK launches three-day flash discounts in Taiwan[20]KLOOK推出三天限时快闪折扣chinatimes.com

  KLOOK launched a three-day promotion offering users a NT$200 coupon when they ordered selected popular products, with an additional 10% discount on orders of at least NT$4,999.

Read more

1. 1Klook (company)en.wikipedia.org
2. 2Klook Files Registration Statement for Proposed Initial Public Offeringklook.com
3. 3Klook Technology Limited Form F-1 Registration Statementsec.gov
4. 4Klook Technology Limited SEC filing on corporate history and founderssec.gov
5. 5Tiqets and Klook Announce Strategic Global Partnershiptiqetsnews.com
6. 6Klook Rebrand: Signaling the Transformation of its Businessklook.com
7. 7Klook and Mandai Wildlife Group Partnershipklook.com
8. 8Klook Partnership with the Tourism Authority of Thailandklook.com
9. 9Klook Closes US$100 Million Investment Led by Vitruvian Partnersvia.tt.se
10. 10TravelPulse shared-experiences campaignklook.com
11. 11The World’s Most Underappreciated Travelers: Travel Plannersklook.com
12. 12Klook宣布进行旅游与休闲品牌重塑ttgasia.com
13. 13Klook推出宿务全景点通票sunstar.com.ph
14. 14KLOOK与LINE扩大合作并提供客运预订服务chinatimes.com
15. 15Klook新增融资2亿美元prnewswire.com
16. 16Klook推出“菲律宾，值得等待”宣传活动manilatimes.net
17. 17星宇航空宣布推出 JX-8888 微旅行航班chinatimes.com
18. 18Klook宣布全球裁员160人bnext.com.tw
19. 19Klook与Redeam宣布合作prnewswire.com
20. 20KLOOK推出三天限时快闪折扣chinatimes.com
21. 21Klook launches K.ai, an AI agent that manages merchants' back-office operationsaninews.in