Travel booking service company Klook said that it aims to expand its services in Australia, Europe, and the United States of America by 2026, encouraging more Filipino travelers to explore destinations outside Asia.
“If you’ve been a follower of Klook, a lot of our promotions before were really in Asia but slowly, we can see that the long haul is also picking up,” Ulla Sy-Roqueza, associate marketing director of Klook, told BusinessWorld in an interview. “We’re already onboarding more and more team members there for the US. That’s also the same reason why we wanted to push for Europe and Australia,” she added.
The initiative to expand was fueled by the organic traction and rising demands from its users. “At least on our numbers, on the back end, we do see it picking up already,” Ms. Roqueza said.
Klook, which offers over 500,000 experiences in more than 2,700 destinations globally, is known for its accommodations, attractions, activities, and transportation deals.
Rooted in their social media marketing success in promoting Vietnam’s tourism services and products through content creators, Klook aims to utilize the same strategy for activities and destinations in Western countries.
“We will be trying that also with the long haul because we actually got more and more requests now with creators,” Ms. Roqueza said.
According to the 2025 Travel Pulse of the platform, 89% of Filipinos choose to visit a destination based on its social media popularity, higher than the 79% regional average.
The same study revealed that Filipino travelers also rely on quick content like photos (67%) and short-form videos (62%) as a travel guide.
Meanwhile, long-form videos (48%) and in-depth blog posts (45%) are for researching the destination on a deeper level.
Apart from content creators, the travel platform also eyes a direct partnership with Western merchants.
“That’s something that we haven’t done yet and hopefully, especially in 2026, we will be more strategic in terms of partnering with them to grow the destinations there,” Ms. Roqueza said. — Almira Louise S. Martinez
