Every group trip has that one person who knows where everyone is staying, which train to take, where to eat and what time the tickets need to be booked. While everyone else is busy getting excited about the holiday, someone is quietly comparing hotels, checking reviews and building the itinerary. Klook’s new global campaign, “Get Your Travel Right”, puts that person at the centre of the story. Created by BBH Singapore, the campaign looks at a simple problem with modern travel: having more choices can sometimes make planning harder.
Planning a holiday used to mean choosing a hotel and booking a flight. Now, travellers can find themselves moving between websites, apps, reviews and booking platforms just to make a single decision. Hotels need to be compared, attractions researched, transport checked and restaurants shortlisted. Klook and BBH Singapore built the campaign around this growing decision fatigue, while also recognising that the work often falls on one person in a group. That person is usually doing far more than simply picking a hotel. They are comparing prices, checking reviews, sending options to the group, changing plans when someone disagrees and making sure everything fits together. Klook’s own research found that travel planning is among the least appreciated responsibilities in friend and family groups, even though it can have a big impact on how smoothly a trip goes.
Klook turns this everyday problem into two parts of the campaign. One shows how the platform brings accommodation, transport, attractions and experiences together in one place. The other puts the spotlight on the people who usually handle all the planning. So instead of simply saying that Klook has plenty of travel options, the campaign shows how having those options in one place can make the whole process easier.
Then comes Klookmojis, the campaign’s most distinctive visual idea. BBH Singapore has turned the Klook logo into a collection of travel-inspired icons, with designs representing everything from hotels and trains to sushi, safaris and skydives. They give the campaign a playful look while showing just how many different things travellers can find on Klook. There is also a lot happening behind those simple icons. Klook has built an AI-enabled production system that can create thousands of different Klookmoji executions for different markets. The system can adapt to local travel trends and available experiences while keeping the same visual identity across 15 markets. So a traveller in one country might see a completely different set of Klookmojis from someone somewhere else, even though both are part of the same campaign.
The campaign also takes its message beyond advertising. Klook is searching for five travel planners around the world who will each win a seven-day hosted trip to Switzerland in December 2026. For once, the people who usually organise everything will get to enjoy a holiday without having to worry about the details. The initiative will also use Klook’s network of more than 30,000 Kreators to encourage people to celebrate the planners in their own friend groups and families. The platform is also being adapted for individual markets. In Singapore, Klook partnered with musician Benjamin Kheng on a campaign jingle, along with a travel personality quiz and a planned street activation. These local touches allow the global idea to feel more relevant to people in different markets while keeping the same central message.
Klook could have simply told travellers that it has hotels, attractions and experiences to book. Instead, “Get Your Travel Right” starts with something many travellers already know too well: having more choices does not always make choosing easier. By putting the usually forgotten travel planner at the centre, Klook turns a familiar frustration into something people can recognise, laugh about and appreciate. Because sometimes, the person who deserves the best holiday is the one who spent months making sure everyone else had one.
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