Booking.com taps Klook to broaden experiences offerings

Booking.com is broadening its experiences offerings through a strategic partnership with Hong Kong-based tours and activities platform Klook.

Travelers can now access Klook’s attractions directly on Booking.com. Currently, there are instantly bookable experiences from more than 175 cities across 30 markets live on the Amsterdam-based online travel agency. The majority are in Asia and Oceania.

The Klook deal follows the Booking Holdings-owned brand's previous endeavors to capture share of the tours and activities segment.

In 2021, Booking.com began selling Tripadvisor-owned Viator inventory on its platform. The previous year, the OTA tapped Musement to add more than 70,000 tours, activities and attractions to its travel services.

Last week, another Booking Holdings brand, Priceline, announced a partnership with Musement to launch Priceline Experiences.

On the software end, Booking Holdings acquired FareHarbor in 2018 and announced a partnership with Australia-based Rezdy in 2019.

“This year was an important year for travel. Borders are opening up, restrictions are easing and travelers are once again traveling - and showing more enthusiasm and vigor than ever before,” says Matthias Schmid, senior vice president for the Booking.com Trips division.

“What a time to be partnering with Klook, a well-known, highly respected household name for travel and experiences, particularly in the Asia Pacific, where this new partnership will significantly increase our coverage and offering within the region. We’re very excited about this collaboration and all the new attractions and experiences we can now provide.”

Adds Klook chief commercial officer Wilfred Fan: “We’re delighted to partner with Booking.com, connecting their user base to the amazing and unique experiences that the Asia Pacific region has to offer. Cross-border travel in Asia Pacific is just taking off, and this partnership will enable our merchants to reach an even larger customer demographic globally and accelerate travel recovery in the region.”

Klook, which announced a rebrand in March, entered a content-sharing agreement with Tiqets earlier this month.