Klook says it’s time to give your designated travel planner a break

Klook is putting the unsung heroes of group holidays in the spotlight with the launch of its new global brand platform, "Get your travel right", as it looks to take some of the stress and second-guessing out of modern travel planning.

Developed by BBH Singapore, the campaign marks the agency's first work for Klook following a competitive pitch. It aims to address the growing complexity of travel planning, with travellers often having to juggle hotels, transport, attractions, dining recommendations, reviews and multiple booking platforms when putting together a trip.

At the heart of the campaign is the travel planner, the person in a friend or family group who typically takes charge of comparing options, building itineraries and making sure everyone stays on track. According to proprietary research by Klook, travel planning is among the least appreciated responsibilities within friend and family groups, despite its role in determining whether a holiday runs smoothly.

Don't miss: How Klook’s social commerce playbook turns travel inspiration into bookings

"Get your travel right" seeks to address both sides of the planning experience through two complementary creative expressions. The first showcases Klook's range of travel offerings across accommodation, transport, attractions and experiences, highlighting how the platform brings different parts of a trip together in one place.

The second focuses on the travel planner, recognising the often-overlooked work that goes into organising group holidays and positioning Klook as a way to take some of that planning burden off their shoulders.

The campaign also introduces "Klookmojis", a new visual identity system developed by BBH Singapore that transforms Klook's logo into a collection of travel-inspired icons. The designs represent different aspects of the travel experience, from hotels and trains to sushi, safaris and skydives, showcasing the breadth of experiences available through the platform.

An AI-enabled production system will allow Klook to scale the visual system across its international footprint, generating thousands of hyper-local, market-specific Klookmoji executions. The system is designed to respond to changing travel trends and inventory while maintaining a consistent visual identity across 15 markets.

The campaign extends beyond advertising with a global search for five travel planners deserving of a break from itinerary duty. Each selected planner will receive a seven-day hosted trip to Switzerland in December 2026, with Klook taking care of the arrangements.

Klook will also tap its network of more than 30,000 Kreators, alongside social content encouraging travellers to recognise the people who typically take charge of planning their group trips.

"Get your travel right" rolls out globally in August across film, digital, social, PR and out-of-home channels.

“More choices should make travel better, but too often it makes planning harder. By bringing the essential parts of a trip together, Klook helps travellers cut through endless comparison and book with confidence," said Marcus Yong, VP, global marketing, Klook.

He added, "That is how we help people 'Get your travel right' when they book with Klook. We also want to celebrate the person who makes every great holiday happen: the travel planner behind the moments everyone else gets to enjoy.”

In tandem, Khairul Mondzi, executive creative director, BBH Singapore, said, "Travel should be easier than ever. Instead, many people find themselves juggling dozens of tabs, conflicting reviews and endless decisions before they've even packed a suitcase. And in every friend group, there's usually one person carrying most of that burden."

"That's what inspired this campaign. Klook helps travellers get travel right, but we also wanted to recognise the people who've been quietly doing that work for everyone else all along," he added. 

The move builds on Klook's growing investment in its creator ecosystem across Southeast Asia. In May, the platform launched the first Southeast Asian edition of its creator summit, "KREATORVERSE SEA", as travel demand to Mainland China from the region climbed 134% year-on-year in early 2026. Singapore outpaced the regional average, recording 136% growth.

The summit brought together more than 100 creators and influencers from Singapore, Indonesia, Malaysia, Thailand and Vietnam for an eight-day trip across Beijing and Shanghai. The initiative was designed to turn social-first travel inspiration into bookable experiences, further positioning creators as a key part of Klook's strategy to influence travel discovery and decision-making.

Related articles: 
Klook turns travel passions into playful 'job' roles this summer   
Klook's mini slide stunt just became very real   
Klook seeks for chief spring officer to navigate cherry blossom season