What it does
Klook is a comprehensive travel platform for discovering and booking in-destination services. It acts as a marketplace for tours, activities, attraction tickets, hotels, transportation, and even essentials like eSIMs. The app aims to be a one-stop tool for travelers to plan and manage their entire itinerary.
Where it shines
The app's strength lies in its depth of content and powerful organizational tools. The search filtering is notably granular (02:07), allowing users to drill down from broad categories like 'Things to do' into specific sub-categories such as 'Museums' or 'Observation decks.' This makes finding relevant activities efficient. Furthermore, the wishlist feature is elevated into a light trip planner with 'Collections' (13:21), where users can group saved items by trip, transforming casual browsing into a structured plan.
UX highlights
- The home screen effectively separates 'Recommended' content from 'Nearby' options (10:15), catering to both planning and spontaneous discovery.
- User reviews on activity pages often include user-submitted photos (02:52), offering authentic social proof that builds trust.
- The bottom navigation provides persistent, easy access to core app functions like Home, Wishlist, Cart, and Account.
- The app provides clear, non-intrusive toast notifications for key actions, such as confirming an item has been saved to a wishlist (02:37).
- The 'All' categories screen (05:15) uses clear icons and text labels, making the full breadth of the app's offerings easily scannable.
Monetization & growth
Klook's primary monetization model appears to be commission-based from the sale of tours, tickets, and services. The app does not feature a subscription paywall. Instead, it drives growth and retention through a rewards program called 'Klook Rewards' (15:53) and an upfront discount offer to incentivize new user sign-ups (00:14). This strategy focuses on encouraging transactions rather than recurring subscriptions.
Who it’s for
The app is designed for modern, independent travelers and families who prefer to plan and book their trips digitally. It caters to users who are looking for a wide variety of options and competitive pricing for in-destination experiences. Its feature set supports both meticulous planners who build detailed itineraries and spontaneous travelers looking for last-minute activities.
Notes & opportunities
While functional, the user experience has a few areas for refinement. The error message shown when a user cannot redeem a promo code due to their residency is abrupt and could be explained more contextually (01:10). The flight search results page (06:23), while comprehensive, could benefit from improved visual hierarchy to make comparing complex itineraries with layovers easier. Finally, the sheer number of login options behind the 'More options' button (00:21) could be simplified to reduce choice overload.