Klook Tests AI Agent as Travel Experiences Get Harder to Search

Klook has started beta-testing an AI shopping agent that helps travelers find and book experiences more easily.

The update was first reported by Skift in an interview with Eric Gnock Fah, Klook’s co-founder and president.

The agent is being tested with a small group of users. It is designed to work as one simple conversation layer inside Klook. Instead of searching through different booking screens for tours, attraction tickets, transfers, events, or hotels, travelers could explain what they need in normal language. The AI would then suggest suitable options, help complete the booking, and support the customer after the purchase.

Experiences need a better search experience

Experiences are harder to sell online than flights or hotels. Flights have clear details such as route, time, airline, and fare. Hotels have dates, room types, location, and amenities. These products are easier to compare.

Experiences are more personal. A traveler may want a family-friendly day trip, a food tour, a spa treatment, a concert package, or an outdoor activity. Two people visiting the same city may want completely different things. Klook believes AI can help by understanding the traveler’s intent, not only the keywords they type.

AI could help a less digitized market

The experiences market is still less digital than other parts of travel. Klook cited Euromonitor data showing that online penetration for experiences was 34 percent in 2024. That compares with 66 percent for accommodations and 81 percent for flights.

Klook Expands Around the Trip

Klook is no longer focused only on tours and attractions. Its platform now includes transport, airport transfers, car rentals, hotels, events, insurance, and bundled products. This gives the company more ways to serve travelers before and during a trip.

Still, Gnock Fah told that Klook does not want to become a standard online travel agency. Its strategy is more focused on experiences. A concert booking can create demand for a hotel. A day trip can require a transfer. A theme park visit can be sold with other local activities. Klook wants experiences to become the center of these related purchases.

Creators, Events, and New Travel Trends Support the Strategy

Klook’s AI push also fits its wider focus on social commerce. The company says it works with more than 30,000 creators across 88 markets. In 2024, Klook expanded its Kreator program with TikTok, allowing users in selected Asian markets to discover and book experiences through social content.

The company is also following new demand patterns. In South Korea, Klook said bookings for K-beauty experiences grew 145 percent year over year in 2025. These include spas, aesthetic treatments, personal color analysis, and hair services. Klook also reported strong growth in Mainland China, Vietnam, Nagoya in Japan, and Gangwon-do in South Korea, showing that travelers are moving beyond the most obvious tourist hubs.

Klook’s Latest Moves Point to a Bigger Platform Play

The AI test comes as Klook prepares for a larger growth phase. Reuters reported that the company filed for a US IPO in November 2025 after revenue reached $417.1 million in 2024, up 24.4 percent from 2023. Klook also raised $100 million in February 2025, led by Vitruvian Partners.

Klook’s AI agent test also fits into the company’s larger growth story. Klook filed for a US IPO after strong revenue growth but continued losses from investment in technology, marketing, and global expansion.

Photo by Mylène Larnaud on Unsplash