Activity marketplace Klook has shifted its platform to focus on local and domestic products, and the pivot is part of its long-term strategy, Chief Commercial Officer Wilfred Fan said at Arival’s Asia-Pacific Virtual Summit.
“Klook are investing in this in the long term. We are committed to the domestic tourism market, which is significant and sustainable. Though that was not our primary focus when we started the company, we believe that now it could be one of the core strengths of our brand and our business going forward.” He added that Klook hopes local users will then continue to use the platform when they travel abroad.
Looking for more products
Klook has been working with tour and attraction providers to reshape their offerings for local customers, Fan says, by taking steps such as switching to local-language guides and putting more offbeat sites on tour itineraries to appeal to customers already familiar with the destination. Once operators make such changes, Fan says Klook can help them quickly update their listings, adapt their content, and test interest with the local market.
Local behavior varies significantly, Fan says, and similar cultures and climates do not necessarily result in similar product preferences. Many providers, he says, need to completely rethink who their customers will be. In addition to adapting tours and activities for domestic markets, Klook has added food and beverage products and is increasing emphasis on transportation products in many markets. Fan says the company has added 5,000 different services in Asia since March.
How long will this last?
Asked how long the company is planning for the international travel lockdown to persist, Fan was blunt. While they are hopeful for a resumption of international travel in 2021, they aren’t counting on it.
Check out Arival’s Youtube channel for the full interview from Arival’s Asia Pacific Virtual Summit with Arival CEO Douglas Quinby and Klook Chief Commercial Officer Wilfred Fan. For practical advice on executing a pivot to your local market, check out another session from the Asia Pacific Virtual Summit, Going Local: Actionable Strategies to Pivot to Domestic Travelers with Josh Oakes, co-founder of The Sunshine Tribe.