Klook cofounder says U.S. can boost platform

Klook, one of Asia’s largest travel platforms, is looking to expand its foothold in the United States as its co‑founder and CEO Ethan Lin highlights growing interest from Western travelers.

From a Nepal Trip to a Unicorn

The idea for Klook originated after Lin and his friend Eric Gnock Fah took a trip to Nepal. Both were analysts in Hong Kong’s investment sector—Fah focused on consumer retail, while Lin covered hospitality and real estate. Their backgrounds as third‑culture kids shaped their view of travel; Lin says he “experienced local culture, understanding how the world puts together different markets, traveling a lot with my parents.”

Lin described the Nepal journey as “a bit of a disaster.” He noted that payment systems, language support, content, infrastructure, and discoverability were lacking, making it hard to arrange canyoning, white‑water rafting, and paragliding. A close call—learning that a flight they missed had crashed—prompted the duo to quit investment banking and pursue a travel‑tech venture.

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They brought on Bernie Xiong, a Chinese software engineer, as chief technology officer and third co‑founder. Klook’s first mobile app launched in mid‑2015, and the platform quickly attracted “FITs”—foreign independent travelers who design their own itineraries. By 2018, Klook reached unicorn status.

U.S. Market Growth and IPO Plans

Eighty percent of Klook’s customers currently reside in the Asia‑Pacific region, but the company says Western users are a rising segment. Gross transaction volume from non‑Asian users grew 13.4 % over the past three years. “The U.S. is actually one of our largest markets, especially as Americans are taking a growing interest in APAC destinations, where we have a strong supply of offerings,” Lin told reporters.

Klook filed for an IPO on the New York Stock Exchange in November, seeking $300 million to $500 million. After weak debuts from peers such as Navan, the company postponed the offering to “early 2026.” A later SEC filing showed a loss of $141.5 million on $407.4 million of revenue in the first nine months of 2025, and Klook still holds under 1 % of the global experiences market.

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Competition is fierce. Larger players like Viator, GetYourGuide, and Booking.com dominate the space.

Targeting Millennials and Gen Z

Klook’s core audience is millennials and Gen‑Z travelers, who prioritize authentic, unique experiences. A 2026 American Express travel trends report notes that more than 80 % of these groups favor off‑the‑beaten‑path activities. Lin observes that “baby boomers are the ones retiring with lots of money, who’ll pay $100 to $200 for private tours,” but the company’s focus remains on younger travelers.

Through its Travel Pulse survey, Klook found that most tourists, especially the young, rely heavily on social media to plan their travels.

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Asian outbound travel is also on the rise. Visa data shows a 32 % increase from 2023 to 2024, with a further 25 % jump in the first quarter of 2025. Destinations beyond traditional hubs are seeing growth: Hiroshima bookings rose 30 % year over year, while Jeju and Busan bookings surged over 50 % in the first half of 2026.

Despite the optimism, Klook has yet to announce an updated listing timeline.