Klook moves beyond bookings to shape Vietnam’s next travel hotspots

Singaporean travel experiences platform Klook is moving beyond selling travel experiences to play a more active role in shaping destination demand, as Singapore travellers increasingly look beyond Vietnam’s traditional hotspots.

Klook has recorded a more than 60% year-on-year increase in Singapore users booking experiences in Vietnam in 2026, with demand for destinations such as Da Nang, Phu Quoc and Sapa growing between 22% and 85%. Hanoi and Ho Chi Minh City remain popular, but the shift towards lesser-known destinations is prompting Klook to deepen its role beyond distributing existing experiences.

The platform has signed memoranda of understanding with Vietnamese attraction operators Vinpearl and Sun Hospitality and Entertainment, covering joint marketing activities, experience development and data sharing.

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Under the partnerships, Klook will work with both operators on offline activations, on-ground events and content creator familiarisation trips targeting markets including Southeast Asia, India, China and Vietnam. The companies will also collaborate on new site launches, exclusive experiences and deals, while sharing market insights to inform joint planning.

Sarah Wan, general manager, Indonesia, Malaysia, Singapore and Thailand at Klook, said the partnerships were driven by growing demand among Singapore travellers for destinations beyond those they already know.

“Vietnam has become a firm favourite among Singapore travellers, but what’s interesting is that people are increasingly looking beyond the places they already know and asking for more. That’s where we see a real opportunity,” she said.

“Our partnerships with Vinpearl and Sun Hospitality Entertainment are not just about bringing more experiences onto Klook, but working together to make more of Vietnam easier to discover and experience. We want to help travellers uncover what’s next in Vietnam, while supporting our partners in bringing these destinations and experiences to a wider audience,” Wan added.

The strategy was anchored by Klook’s KREATORVERSE 2026 global creator summit, held across Da Nang and Phu Quoc in August. The Vietnam edition brought together more than 120 content creators from 17 markets, alongside regional and local media, tourism boards and merchant partners, to spotlight destinations and experiences through social content.

Klook has also been building the commerce layer behind its creator ecosystem. In September, the platform expanded its Kreator Shops feature to more than 30,000 creators across 88 markets, giving creators a single storefront where they can curate recommendations across attractions, tours, hotels, F&B and transport, rather than relying on separate affiliate links for individual posts.

The move builds on Klook’s creator programme, launched in 2023, with creator-led travel bookings rising 246% in 2025, according to the company. Its Travel Pulse 2026 study also found that four in five travellers have booked a travel experience after a creator recommendation, while more than a third attributed a booking to a micro or niche creator rather than a celebrity.

The strategy was already playing out in China earlier this year, when Klook brought more than 100 creators from Singapore, Indonesia, Malaysia, Thailand and Vietnam to Beijing and Shanghai for the first Southeast Asia edition of KREATORVERSE. Travel demand for Mainland China from Southeast Asia grew 134% year-on-year in early 2026, according to Klook, with Singapore growing 136%.

This follows Klook’s latest "Travel Pulse 2026" study, which found that experiences are increasingly influencing where Singapore travellers choose to go. Some 42% said they begin planning a trip by considering the experience they want, their budget and available dates, rather than starting with a specific destination.

The trend extends across APAC, where 23% of travellers said they begin planning around a specific activity before choosing where to go. Meanwhile, 73% said they would visit a secondary or lesser-known city specifically for a unique local event, festival or activity.

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