Why Klook is using offline events to target Southeast Asia’s mobile-first travelers

Hong Kong-based tours and activities platform Klook is finding success with what seems like an unconventional marketing strategy: creating large-scale, in-person festivals to attract Southeast Asian travelers to its digital brand, where more than 75% of bookings are made on mobile devices.

At three “Klook Travel Fests” in September and October - in the Philippines, Malaysia and Singapore - more than 150,000 people stopped in for education, entertainment and, most importantly, to purchase Klook products. Across the three events the company says about one-third of the attendees bought one of its tours, activities or experiences.

“Consumer behaviors are changing, and they are increasingly becoming more digitally savvy and mobile-centric - especially so for a region like Southeast Asia that has been at the forefront of this revolution. There is also tremendous noise in today’s digital marketplace, and it is down to brands to distinguish themselves from the competition,” says Eric Gnock Fah, Klook’s co-founder and COO.

“An offline event enables digital brands to create a physical touch point and show customers the real faces behind the company. It also provides the opportunity to gather feedback directly, better understand customer pain points and channel that to improve your offerings.”

After testing the concept of an offline event last year, Klook formalized the activation at locations in Southeast Asia - three in the last two months and a fourth scheduled for November in Vietnam. And the company says it plans to continue the offline events in the future.

Each Klook Travel Fest includes interactive experiences such as photo zones with backdrops of popular destinations in Japan, Korea, Hong Kong, Europe, Australia and the United States. Guests that post a photo with the event hashtag are entered to win $100 in Klook credits.

Other activities include carnival games, presentations from travel experts and celebrities, entertainment and themed booths from partners such as Universal Studios Japan, Korea Tourism Organization, Hong Kong Disneyland, Sunway Lagoon Malaysia and Evan Evans Tours.

Klook also provides discounts for guests that purchase products while at the events and shares offers from partner brands such as Agoda, Sephora and GoPro.

Founded in 2014, Klook now offers more than 100,000 activities in more than 350 destinations, with service in nine languages and 41 currencies.