Klook Operator Guide: Should European Attractions List on Klook?

This Klook operator guide starts with the question most European operators should ask first: do enough of your visitors come from Asia-Pacific? Klook is one of the biggest experiences platforms for Asia-Pacific travellers, and around 80% of its customers are based in that region. If a meaningful share of your visitors come from Hong Kong, Taiwan, South Korea, Japan or South-East Asia, Klook can reach them better than Viator or GetYourGuide. If they don’t, it’s a low priority.

Klook is growing fast. It processed $2.5 billion in gross transaction value in 2024, and its gross bookings for the first nine months of 2025 were up 31% on the year before. It’s also still small globally, with under 1% of the world’s experiences market by its own account.

That combination makes it easy to get wrong in both directions: listing because “everyone says Klook is huge”, or ignoring it when your visitor data says otherwise. This guide covers who actually books on Klook, how to become a supplier, how to set up a listing for Asia-Pacific travellers, and how to decide whether it’s worth your time.

Key Takeaways

• Around 80% of Klook’s customers are in Asia-Pacific (Fortune, July 2026). Check your own visitor nationality data before applying.
• Klook only works with registered businesses. Onboarding takes around two to four weeks, from application to live listings.
• Commission isn’t published and is negotiated per operator; it’s commonly reported at 15 to 25%, with no listing fee.
• Write listings for non-native English readers: short sentences, no idioms, and very precise transport and meeting instructions.
• Connect Klook to your booking system before you go live, so availability syncs and you can’t oversell.

What Klook Is, and Who Books on It

Klook was founded in Hong Kong in 2014. It sells attraction tickets, tours, activities, transport and passes, mostly to independent travellers who book on their phones.

The numbers come from its 2025 filing for a New York stock market listing. Skift reported that gross transaction value rose from $1.8 billion in 2023 to $2.5 billion in 2024, with revenue of $417.1 million. The listing itself was postponed, and as of July 2026 Klook hadn’t announced new plans.

The figure that matters most for European operators is where its customers live. According to Fortune, about 80% of Klook’s customers are based in Asia-Pacific. The United States is one of its largest markets, and Klook is actively growing outside Asia, but its core audience is travellers from places like Hong Kong, Taiwan, South Korea, Japan, Singapore and Malaysia.

In practice, that audience tends to:

• book on mobile, often through the Klook app
• book late, sometimes in the destination itself
• expect instant confirmation and a mobile voucher
• pay through Klook in their own currency, with Klook handling the payment

There’s a side benefit too. Klook is one of Booking.com’s intermediary partners for attractions, so listing on Klook can make some of your inventory eligible to appear on Booking.com. Klook decides what it passes on, and placement isn’t guaranteed; our Booking.com Attractions operator guide explains how that works.

Is Klook Worth It for Your Attraction?

Klook is worth it for a European attraction when a meaningful share of your visitors already come from Asia-Pacific markets, or when your destination clearly attracts them and your product suits independent, mobile, last-minute bookers. If your visitors are mostly British, Irish, American or European, Viator and GetYourGuide will usually do more for you.

A simple test before you apply:

1. Pull last year’s visitor data by nationality. Booking systems, ticket scanners and OTA reports usually record it. What share came from Asia-Pacific?
2. Check your destination. Cities like London, Edinburgh and Dublin draw far more Asia-Pacific visitors than smaller rural destinations. Your local tourism board’s inbound data is a good guide.
3. Check your product. Timed attraction tickets, day tours with transport included and passes tend to suit Klook travellers. Complicated, highly local experiences that rely on spoken English are a harder sell.

If two of those three point the same way, it’s worth a trial. If none of them do, put your time into the platforms your visitors actually use. Our guide to OTA distribution strategy explains how to choose platforms by source market.

An operator I met at a trade workshop learned this the hard way at a heritage attraction in the north of England. Her team listed on Klook because a contact told them it was “the big one for Asian visitors”, spent the best part of a month on onboarding and listings, and then sold a handful of tickets in the first season.

When she finally pulled the visitor data, Asia-Pacific visitors were a tiny share of the gate, and most of those came in on pre-booked coach tours that would never use Klook. The listing wasn’t wrong. The channel was wrong for that attraction.

How to Become a Klook Supplier

This part of the Klook operator guide covers the application itself. Becoming a Klook supplier takes around two to four weeks from application to live listings. The steps:

1. Check you’re eligible. Klook only works with registered businesses, not individuals. The person applying needs to be a company executive or have written authorisation from the company.
2. Prepare your documents. You’ll need your certificate of business registration, plus any licences or certifications your activity requires.
3. Apply through Klook’s merchant site. Create a Klook merchant account and complete the business questionnaire: your experiences, your target markets and your operational capacity.
4. Business development review. Klook’s team reviews the application and gets in touch if you’re accepted.
5. Agree commission. Your rate is negotiated at this stage (more on that below).
6. Build your listings. Set up your experiences, options, prices and availability in the merchant portal.
7. Connect your booking system. Do this before you go live, not after the first overbooking.

Klook’s partner page describes its supplier tools as a free-to-use software platform, with an API for direct integration and access to Klook’s own marketing. Several booking systems list Klook connections, including Bókun, Rezdy, Ventrata, TicketingHub and Zaui. Check that yours supports it before you apply, because running Klook as a separate manual calendar is how attractions oversell on busy weekends. Our comparison of Bokun vs FareHarbor vs Rezdy covers what to look for in connectivity.

Setting Up a Klook Listing That Converts

The general principles in our guide to optimising your OTA listing apply on Klook too. What’s different is the reader. Klook listing optimisation is mostly about writing for travellers whose first language isn’t English, who are booking on a phone and may be finding their way around your city for the first time.

Write for translation

Your listing may be read in translation, or by people reading English as a second language. Write short, plain sentences. Avoid idioms, puns and local slang (“a cracking day out” doesn’t survive translation). Put the key facts first: what it is, how long it takes, what’s included, and how to get there.

Be precise about transport and meeting points

This is where Klook listings succeed or fail. Name the nearest station and the exit to use. Give the walking time. Add a photo of the entrance or meeting point if the platform allows it. If you run a day tour, say exactly where the coach leaves from and what it looks like.

Another operator I met at the same workshop ran day tours out of Edinburgh and had a steady trickle of Klook guests missing the coach in her first summer. The listing said “meet at Waverley”. Waverley is a big station with several entrances, and the guests were looking in the wrong place.

She rewrote the meeting point with the street name, the exit, a photo of the corner and a description of the coach livery, and the missed pickups more or less stopped within a few weeks.

Make it mobile and instant

Klook travellers often book late and expect to show a voucher on their phone. If your attraction can scan mobile tickets and confirm bookings instantly, say so and set it up. If it can’t, fix that before you list, because manual confirmation and printed vouchers put off travellers who book this way.

Keep options and prices simple

Two or three clear options (adult, child, family, or with and without transport) work better than a long menu. Prices are shown to travellers in their own currency, so a neat price in sterling or euros may look less neat once converted. Focus on clarity instead.

What Klook Costs

Klook doesn’t publish its commission rates. They’re negotiated with each operator during onboarding and are commonly reported at 15 to 25%. There’s no fee to list, and Klook handles payment processing and fraud on its side. For the full breakdown, including what drives your rate and why the affiliate rates you’ll see online aren’t your cost, see our guide to Klook commission rates.

Getting Paid

Booking-system partners describe Klook’s payouts as monthly, by bank transfer or PayPal, but Klook doesn’t publicly confirm its settlement cycle. Ask during onboarding exactly when each month’s bookings will be paid, and whether payment follows the booking date or the date of the visit. Our guide to OTA payment terms and cash flow compares the major platforms.

Klook vs Viator vs GetYourGuide

For most UK, Irish and European operators, Klook is an addition to Viator and GetYourGuide, not a replacement for either.

	Klook	Viator	GetYourGuide
Core audience	Asia-Pacific (around 80% of customers)	Global, strongest in North America and the UK	Global, strongest in Europe
Commission	Not published; commonly 15 to 25%	Typically around 25%	25 to 30% (30% default)
Listing fee	None	$29 per new product	None
Who it suits	Attractions with Asia-Pacific visitors; tickets, passes and day tours	Broad international demand	Broad international demand, especially European travellers

(Commission figures as reported in our platform guides, as of October 2026. Check your own contract.)

Klook and GetYourGuide rarely compete for the same traveller. GetYourGuide’s strength is European and international demand; Klook’s is Asia-Pacific. If your visitor data shows both groups, listing on both makes sense. See our Viator supplier guide and GetYourGuide operator guide for the other two platforms.

Getting Value From Klook’s Marketing

Klook markets heavily in its home markets. Its partner page lists media buying, social media and influencer networks, and traditional advertising, and its creator programme has signed up more than 30,000 “Kreators” across 88 markets. In July 2026, Klook said it planned to launch an AI assistant for merchants later that year; check your merchant portal to see whether it’s available to you.

That marketing can put your attraction in front of travellers you’d never reach yourself. It’s still Klook’s marketing, though, built to grow Klook. It can bring travellers to your listing; your listing still has to convert them. Treat any promotional programme the way you’d treat Viator’s or GetYourGuide’s: work out what it does to your net revenue per ticket before you opt in.

Common Mistakes Klook Operators Make

• Listing without checking audience fit. If your visitors don’t come from Klook’s markets, the effort won’t pay back.
• Idiomatic English copy. Puns and slang get lost in translation.
• Vague meeting points. “Meet at the station” is not enough for someone who’s never been to your city.
• Manual inventory. A separate Klook calendar is an overbooking waiting to happen.
• Treating it like Viator. Different audience, different booking habits, different listing.
• Judging it too soon. Give a new listing a full season before deciding, and judge it on net revenue per ticket using the method in our guide to measuring OTA performance.

Start With Your Visitor Data

This Klook operator guide comes down to one decision: does your attraction draw enough Asia-Pacific visitors to make Klook worth the effort? If it does, Klook is one of the best ways to reach those travellers, alongside Trip.com, and setting it up properly is mostly about clear, translatable copy, precise directions and mobile-ready tickets. If it doesn’t, your time is better spent elsewhere.

One thing to do today: pull last year’s visitor data by nationality and work out what share came from Asia-Pacific markets. That number tells you whether to apply.

Company figures are from Klook’s 2025 IPO filing as reported by Skift and Arival, and from Fortune (July 2026). Commission and payout details are as reported in our platform guides and by booking-system partners, as of October 2026; confirm current terms with Klook during onboarding.