From a humble beginning sparked by a personal travel experience from its co-founders, Klook has since grown into a global experiences platform over the last decade. CEO & Co-Founder Ethan Lin opened Klook’s first KREATORVERSE event with a keynote address, reflecting on the company’s journey over the last decade, sharing personal anecdotes, and outlining their vision for the future.
Can you tell us about the early days of Klook and what inspired its creation?
Ethan: It’s been an incredible journey. I didn’t start out in travel or tech at all! My career began in investment banking, and it wasn’t until a trip to Nepal with some friends that I started to question why the process of planning travel was so complex. That trip sparked the idea: How can we make it easier for people to access and enjoy travel experiences globally?
And that Nepal trip played a massive role. Something I rarely talk about is that there was a plane crash just before the flight we took in Nepal. It was a terrifying moment, but that made me and my co-founder, Eric Gnock Fah, decide it was time to follow our passion and build something meaningful. We wanted to create a platform that connects people to experiences that make life more fulfilling. And that was the foundation of Klook, or “Keep Looking”, always seeking new moments of fun and discovery.
You’ve led Klook through a decade of growth. How has the company evolved?
Ethan: When we started, our first logo was a hot air balloon—a symbol of fun and exploration, though we’ve modernized it since then. Our first-ever activity was a haunted house tour in Hong Kong designed by a friend. We’ve grown since then, to offer over half a million experiences on our platform, having facilitated over 140 million trips globally. And even after 10 years, every day still feels like Day One. It’s amazing to see how far we’ve come, and I’m humbled by the impact we’re making—not just on our travelers, but on economies and communities worldwide.
What are the shifts in travel you’ve seen over the last few years, and how is Klook adapting to them?
Ethan: Travel has evolved dramatically. Before the pandemic, people focused on “revenge travel”—trying to make up for lost time. Now, people are seeking more purposeful and mindful travel. It’s not just about visiting new places; it’s about having authentic, immersive experiences. Sustainability and social responsibility are also key factors for travelers today, especially among Gen Z and Millennials and we’ve launched initiatives to ensure that the experiences we offer align with these values.
What’s the impact that Klook has made in the last 10 years?
Ethan: Travel has the power to bring people together, and now we’re using it to make a positive impact. To better understand our economic impact, we commissioned an independent study from Oxford Economics, one of the world’s top economic consulting firms, to look at three things: the revenue generated for our merchant partners, the broader impact on supply chains, and the revenue created directly on Klook’s platform.
In 2023 alone, our services contributed over US$7 billion to GDP and supported over 219,000 jobs in Asia Pacific. It’s not just about experiences, we have created real economic opportunities together with our partners across Asia. What’s especially notable is that 80% of our partners are small and medium-sized businesses, forming the backbone of tourism in many destinations.
When it comes to sustainability and responsible travel, what is Klook doing?
Ethan: We find Millennials and Gen Z travelers increasingly caring about the impact they leave behind and are keen to seek out sustainable travel options.
Our Certified Sustainable Partners program has already enrolled over 235 partners offering eco-conscious experiences across various destinations. Another area we’re focusing on is animal welfare, in particularly through our “Klook Assessed” program which centers around the complex issue of elephants in tourism in Thailand. By partnering with experts like ACES (Asian Captive Elephant Standards), we’ve been able to improve welfare standards and create more ethical experiences for travelers. Our goal is to offer experiences that not only bring joy but also preserve the culture and environment for future generations.
As Klook celebrates its 10th anniversary, what’s next?
Ethan: We’re at the edge of a new era in travel. By prioritizing sustainability, meaningful experiences, and supporting local communities, we aim to make travel a force for good in the next decade. The last 10 years has been a whirlwind, but there’s so much more to come. Looking ahead, we’re focused on continuing to lead the way in shaping travel behavior for the next generation—whether that’s through innovative tech, deeper cultural experiences, or furthering our sustainability efforts. Together with our partners, we’re excited to shape the future of travel.
