Klook Says Travel Brings Out the Best You
Fresh off a US$100 million funding round led by Vitruvian Partners and marking its 10th anniversary in 2024, Klook unveils its first global brand campaign, ‘The Best You’, created in partnership with independent agency, The Secret Little Agency.
The campaign reframes travel not as a luxury or escape, but as a catalyst for self-discovery, emotional clarity, and personal growth. After all, for 64% of travellers globally, travel is a way to boost self-confidence and reconnect with their best selves. At a time when people and places that once felt close now seem distant, Klook’s message is simple: even now, we can still show up and grow through meaningful experiences near and far.
It’s a bold move in an industry where competitive advantage is typically defined by price, convenience, and frictionless checkouts. Rather than chase the next transaction, Klook invites people to reconnect with the emotional purpose behind travel. Whether it’s finding your fearless side in New Zealand, your playful side in Tokyo, or your reflective side in Ubud, the campaign centres on the idea that discovery — of places, people, and parts of ourselves — has the power to bring out our best.
“The experiences you get from travel can often be life changing and transformative" said Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency. “This narrative isn’t told fully by travel companies, especially market pioneers like Klook who offer millions of travel experiences that help you open up, reconnect, and remember the good in things in life. We wanted to capture that sense of quiet transformation and tell a brand story that transcends products and platforms, focusing instead on how experiences can help people rediscover and realise their best selves.”
To launch the campaign globally, Klook teamed up with the enigmatic Marie Kondo in a fun yet thought-provoking content series that follows her own personal journey of reinvention.
Once known as the queen of tidying, Marie steps into a new chapter—trading perfection for exploration. In the series, she swaps storage bins for a suitcase as she experiences samurai training, a robot dance party, and a traditional kintsugi workshop in Tokyo. It’s a more intimate side of Marie the world has yet to see, a raw, real, and unexpected portrait of a woman rediscovering herself unapologetically. It serves as a powerful reminder that transformation is for everyone, no matter where they begin.
As part of a larger integrated creative campaign, ‘The Best You’ features a campaign brand film and contextual OOH placements to showcase Klook’s unique travel experience offerings, and the deeper emotional connection travellers can derive from them on a global scale.
“Becoming your best self isn’t something that just happens. Now more than ever, it takes conscious, deliberate effort,” said Nicholas and Mavis. “We took inspiration from the language of manifestation — how people envision and speak the best version of themselves into existence. To accompany this intention, we designed a dynamic aura treatment that visually captures the energy, vibrancy, and emotional resonance of becoming. It’s not just about where you go, but who you become along the way.”
“We’ve always believed experiences offer more than just activities—they’re a way to see yourself differently. When the world feels unpredictable, people look for moments that bring them back to who they are. The Best You is our invitation to rediscover joy, connection, and personal growth through the simple power of travel and shared experiences,” said Marcus Yong, vice president, global marketing at Klook.
Immersive touchpoints that deepen the brand story
Beyond the content series with Marie Kondo and the brand film, ‘The Best You’ extends across platforms with experiences designed to spark personal reflection and emotional connection. An online personality quiz brings people on an immersive journey to explore what travel means to them. Based on MBTI, consumers completing the quiz will get one of eight travel personas, expanding on what each persona’s best self is, with recommended bookable Klook experiences tailored to each persona.
Taking the idea of self-discovery even further, Klook introduces a multi-sensory journey through scent with a limited-edition incense collection, created in collaboration with Oo La Lab. Each of the five custom scents is designed to evoke the feeling of becoming your best self—whether it’s strolling through smoky mornings in Hong Kong, haggling in Bangkok’s floating markets, or finding stillness in a Japanese teahouse. Distributed to Klook Kreators (micro and nano content creators) across 12 locations, the incense transports recipients not just to destinations like Thailand, Japan, Singapore, California, and Hong Kong—but to new versions of themselves they’ve yet to meet.
From local escapes to far-flung adventures, Klook enriches travellers by delivering transformative travel experiences that will bring us closer to who we want to become.
