Klook Singapore books new PR agency

Klook Singapore has appointed Mutant as its communications agency following a multi-agency pitch.

The appointment will see Mutant support Klook Singapore's efforts to strengthen its position as a trusted travel authority, with a focus on elevating its voice around experiences, travel insights and emerging trends across Asia Pacific.

According to the company, Mutant was selected for its audience conversion-led approach, as well as its ability to engage Gen Z travellers and enhance brand discoverability in an increasingly AI-driven search landscape.

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The partnership comes as travel planning habits continue to evolve, with consumers increasingly turning to AI platforms, social media channels, creators and online communities to discover destinations, compare options and seek recommendations.

Against this backdrop, Klook Singapore is doubling down on destination storytelling and local insights to help travellers navigate an increasingly fragmented discovery journey. Mutant will support these efforts by amplifying travel insights, surfacing emerging trends and strengthening Klook's authority in the experiences category, particularly among next-generation travellers.

"We're excited to partner with Klook Singapore at a moment where travel discovery is being fundamentally reshaped," said Lina Marican, regional managing director at Mutant.

"Instead of relying on a handful of websites or search engines when planning a trip, consumers are now turning to AI platforms, social channels, creators and communities to discover destinations, experiences and recommendations. In this new search landscape, visibility for brands requires being surfaced, trusted and recommended wherever travel planning is happening," she added.

Marican said Klook is well-positioned to lead conversations around travel discovery and experiences, adding that Mutant looks forward to helping strengthen the brand's authority, discoverability and influence in Singapore.

The partnership also aligns with Klook's broader view of how travel discovery is changing. Earlier this week at MARKETING-INTERACTIVE's Content360 Philippines, conference, Ulla Roqueza, head of marketing at Klook Philippines, said social media is no longer simply a marketing channel but the journey itself, with travellers increasingly turning to creators, communities and user-generated content to discover destinations and experiences. The shift underscores why discoverability and authority are becoming increasingly important as travel planning expands beyond traditional search engines.

Photo courtesy of Klook Singapore, Facebook. 

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