Starting the new year on a high note, Klook has become the most-searched travel activities booking platform worldwide since October 2018, according to Google Trends. Travelers from the Asia-Pacific region have driven the momentum as Klook climbed into the top-ranking position. Compared with its closest performing competitor, Klook showed more than double the brand search since November 2018.
Klook’s top position on Google reflects a wider trend amidst the booming global tours and activities industry, which is estimated to reach US$183 billion by 2020. However, with the global tours and activities bookings sector currently at an online market penetration rate of just 15%, compared with 61% across the travel industry, the sector is set to continue its strong growth in 2019.
Three emerging patterns in traveler preferences further confirm Klook’s position as a global pioneer and the most-funded company in the tours and activities industry:
- Travelers book things-to-do before flights
According to Klook’s 2018 events survey conducted in 12 key markets worldwide, the traditional travel booking process has been evolving rapidly. 63% of travelers surveyed said that they book things-to-do before flights and accommodations. In India, 52% of travelers book things-to-do before flights. This differs from the traditional thinking that travelers start their shopping journey with flights, then accommodations, and lastly in-destination activities. Such behavior reinforces Klook’s position as both a booking and discovery travel platform.
- Travelers choose destinations based on one-off events and seasonal experiences
Klook’s 2018 events survey also showed that many travelers now plan trips around events. Out of 2000 travelers surveyed, 54% said they selected a travel destination because of a seasonal activity or event, such as skiing in Canada, sakura-viewing in Japan, major concerts, or sports games. In India, 52% of travelers Plan Trips around One-Off Events. Products such as Jay Chou Concert exclusive priority tickets and cherry blossom tours in Kyoto on Klook position the platform well in capturing this traveler preference.
- Travelers set aside time for spontaneity
Craving authentic experiences and a sense of adventure, modern travelers prefer flexible itineraries that leave room for spontaneity. Instead of booking every activity ahead of a trip, travelers now book key events, then decide on the rest of the itinerary on-the-go. Klook’s booking data also finds that the same-day booking rate has increased nine times from 2016 to 2018. To enable this sense of discovery, Klook provides a seamless mobile experience where 85% of its bookings can be confirmed instantly.