Klook’s new brand push spotlights the friend who plans every group trip
Klook’s “Get your travel right” frames trip planning as hidden labour, pairing Klookmojis with AI production and creator distribution across 15 markets.
Group trips have a main character, and it is usually the person quietly juggling 20 browser tabs, everyone’s “must-do” lists, and the fear of picking the wrong hotel. They are the designated travel planner, and most of the time, the group only realises how much work that is when something goes wrong.
Klook is building a new global brand platform around that exact dynamic, positioning itself as the place to bring accommodation, transport, attractions, and experiences into one planning flow. The company shared the update in an official announcement.
Table of contents
Jump to each section:
- What Klook launched with “Get your travel right”
- Why the “travel planner” insight works as a brand story
- How Klookmojis and AI production scale local relevance
- How creators fit into Klook’s travel discovery strategy
- What this means for marketers
What Klook launched with “Get your travel right”
Klook’s new global brand platform is called “Get your travel right,” developed by BBH Singapore. The creative idea is built around a modern pain point: planning now means stitching together hotels, transport, attractions, dining ideas, reviews, and multiple booking platforms.
The platform is expressed in two complementary ways:
- One side focuses on the breadth of Klook’s inventory across key trip components, and the idea of pulling those pieces together in one place.
- The other side focuses on recognising the travel planner in every group and positioning Klook as a way to reduce the burden they carry.
The campaign also includes a global search for five travel planners who will receive a seven-day hosted trip to Switzerland in December 2026, with Klook handling arrangements. It is set to roll out globally in August across film, digital, social, PR, and out-of-home across 15 markets.
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Why the “travel planner” insight works as a brand story
This works because it is not a travel industry insight first. It is a group chat insight.
In friend and family trips, the planner is often the person who does the invisible labour: comparing options, building an itinerary, staying on top of bookings, and dealing with the downstream consequences of “Wait, what time is check-in?” Klook says its proprietary research shows travel planning is among the least appreciated responsibilities in these groups, even though it can decide whether a trip feels smooth or stressful.
As a brand narrative, that creates two benefits:
- A human hero. Instead of centring the platform, the story centres a relatable role people instantly recognise.
- A clear emotional promise. The product value is framed as peace of mind and fewer second guesses, not just “more choices.”
It also gives Klook a way to talk about complexity without sounding like a utility app. The tension is not “travel is hard.” The tension is “planning has become a job.”
How Klookmojis and AI production scale local relevance
A major creative element is “Klookmojis,” a visual identity system that turns Klook’s logo into travel-inspired icons that can represent everything from hotels and trains to sushi, safaris, and skydives. The point is to make the brand feel native to different trip types and destinations, while staying recognisably Klook.
The operational bet is the AI-enabled production system behind it. Klook says it will generate thousands of hyper-local, market-specific Klookmoji executions across its international footprint, designed to respond to changing travel trends and inventory while maintaining consistent brand identity across 15 markets.
For marketers, this is a practical signal: “brand consistency vs local relevance” is being treated less like a tradeoff and more like a production problem to solve. If you can generate variations quickly without losing the core identity, you can show up in more moments that feel specific to a market.
How creators fit into Klook’s travel discovery strategy
Klook plans to tap a network of more than 30,000 “Kreators,” alongside social content that encourages travellers to recognise their group’s planner.
This fits a broader direction Klook has already been investing in. The company has been building out its creator ecosystem across Southeast Asia, including launching a creator summit, “KREATORVERSE SEA,” and framing creators as a bridge between social-first travel inspiration and bookable experiences.
It is a clear attempt to meet travel behaviour where it starts for many people now: not with a search query, but with someone else’s itinerary, video, or recommendation. In that context, “Get your travel right” is doing double duty: it is a brand idea, and it is a way to make social content feel emotionally grounded (shout out the planner) while still pointing back to booking.
What this means for marketers
Klook is treating travel planning stress as a cultural behaviour, then using AI and creators to scale how the brand shows up around it.
- Make the user’s social role the hook, not the product category
“Travel planner” is a role people recognise instantly, which makes the message travel across friend groups, not just across travel segments. Role-based storytelling can outperform feature lists because people see themselves in it. - Use brand systems that can multiply, not just “look consistent”
Klookmojis are built to expand into many contexts without redesigning from scratch. The AI-enabled production layer matters because it turns a design idea into a scalable content engine. - Treat localisation as responsiveness to trends and inventory
Klook’s approach implies localisation is not only language and imagery. It is timing, destination interest, and what is actually bookable right now. That is a more dynamic definition of “relevance.” - Tie creators to conversion without making it feel transactional
The creator ecosystem is positioned as inspiration that leads to booking. The travel planner storyline helps keep that content feeling human and shareable, instead of reading like a direct response ad. - Build campaigns that reward the person doing the hidden work
The Switzerland hosted trip for five planners is not just a giveaway. It reinforces the narrative with a tangible “we see you” gesture, which makes the campaign feel coherent across channels.
Stepping back, the deeper signal is that travel brands are competing on confidence, not only price and choice. People are overwhelmed by options, and they increasingly want someone (or something) to help them feel certain they picked well.
Klook’s strategy blends three levers that match that mood: a relatable group dynamic, a scalable creative system, and creators who can turn “this looks fun” into “here’s how to book it.” If that combination lands, the brand idea is not just about travel being “right.” It is about the planner finally getting to enjoy the trip too.
