Klook Launches Multi-Step Recovery and Unveils Virtual Interactive Experiences
Klook has launched a new home experiences initiative called “Klook Home”, which consists of a series of virtual interactive experiences, home learning modules and DIY (DIY) experiences to help consumers stay logged in during this period.
Virtual Interactive Experiences (VIE) will take users across continents for exclusive interactive tours of famous landmarks such as Casa Batllo in Barcelona and even popular filming locations like the Old Royal Naval College in Greenwich, London. All sessions are moderated live and attendees will also have the opportunity to speak directly with expert guides or amusement animal handlers from around the world. The VIEs will take place every week, and will be accessible free of charge to all.
Besides VIEs, Klook also sells DIY home kits, ranging from making tote bags and mask covers to making Vietnamese family meals. The DIY home kits will be delivered direct to consumers, with all materials provided. Additionally, Klook offers online classes and workshops, where consumers can learn songwriting, acting, yoga, and wine tasting, among other courses.
The Klook Home initiative is the first phase of its global multi-step recovery approach and has been rolled out in 14 markets, including Singapore, Malaysia, Indonesia, Vietnam, Thailand and the Philippines. These beginnings are a testament to the company’s commitment to restarting the recovery and tackling the new normal in travel, combating the impact of COVID-19 in the travel industry. Starting with local experiences (home experiences; weekend city activities; and national travel experiences), Klook aims to capture local demand first, and then offerings based on intraregional travel lanes, as as world market conditions gradually change. improve and travel restrictions ease. The company said its multi-stage recovery efforts will be made based on unique market needs and conditions as countries around the world are in different stages of recovery.
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In a statement to Marketing, Marcus Yong, vice president of marketing, APAC, Klook, said he will focus on digital and mobile channels to promote the initiative. âDuring this period, one of the guiding principles for us is to be careful about spending, while making the owned channels work harder, especially on social media and content,â Yong said. , adding that he was trying to tell more stories and provide useful content to market users. where its products are not well known. Yong also said Klook will continue to experiment with new channels such as live streaming to better engage its users.
In addition to increasing engagement with its users, Yong said that Klook Home also provides merchant support on its platform. Thanks to Klook Home, merchants can expand their offerings and open up new sources of income. Merchants can also use technology to digitize their offerings and bridge the physical boundaries between themselves and consumers, as well as showcase their products to a global audience.
The Klook Home initiative comes as Klook has found that around 60% of the total number of searches in APAC and Europe are related to home experiences, showing that local interest in home experiences is on the rise. increase. Klook Home will allow markets with stay-at-home regulations such as Singapore and the Philippines to tap into home-based activities. Meanwhile, for markets that have relaxed stay-at-home orders like Taiwan and Hong Kong, users can take advantage of Klook’s list of local activities in the city or other cities. Klook’s national offerings include weekend city activities such as local attractions, movie tickets, and under-explored off-the-beaten-path activities.
Eric Gnock Fah, COO and co-founder of Klook, said COVID-19 has inevitably changed the future of travel, and with global travel in a while, the company is seizing every opportunity, to start with local experiences. “What we do now will define how we navigate the future of travel,” he added.
Klook has been diversifying its services since the COVID-19 situation hit. Earlier this year, the travel company expanded its services to provide food delivery services on its app in various markets including Singapore, Malaysia and Hong Kong. It also launched its private car rental page earlier in May, which allows users who prefer to explore the road in small groups to better access, browse and reserve their own private cars.
Separately, the company deployed Klook Partners Hub, a resource center to provide merchants with updates on the travel industry and the Klook platform. It is also launching Klook Academy, an initiative to help merchants better optimize their travel products and services in the new normal of travel. The Klook Academy is said to offer workshops and webinars on a wide range of topics that can help businesses, from marketing to operational excellence.
Last month, Klook streamlined its workforce globally, either through temporary leave or downsizing. In a statement to Marketing Next, CEO and co-founder Ethan Lin said the downsizing would impact 10-20% of his workforce for most functions. Soon after, Audrey Mah, former community team leader of Klook Malaysia, created a Google spreadsheet with the names of the laid-off employees, to help former Klook employees in Malaysia, Philippines, Indonesia, Hong Kong and other countries find employment opportunities more easily.
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