Travel discovery is changing fast, with social platforms increasingly taking consumers from inspiration to purchase in a single journey.
Ahead of the Global Virtual MarTech Summit, we spoke with Jeanette Ong, Associate Marketing Director at Klook, about the rise of social commerce, changing travel behaviour, creator-led marketing and how AI is reshaping the way travellers discover and choose experiences.
About Klook
Klook is a global travel and experiences platform that helps travellers discover and book activities, attractions, tours, transport and other travel experiences. Through its digital platform and partnerships with travel and leisure businesses, Klook connects travellers with experiences across destinations worldwide, making it easier to discover, plan and book different parts of their journeys.
Quick Q&A with Jeanette Ong
Could you please give us a quick introduction of yourself and share a bit about your role at Klook?
I lead the marketing team for Klook in Singapore, where I oversee brand campaigns, social media strategy, creator partnerships, and strategic collaborations. Having been with Klook for over seven years across various roles, my core driver has always been simple: inspiring travellers and connecting them with unforgettable, joyful experiences.
Why did you choose to participate in this summit?
I’m genuinely excited to be here to exchange insights, share our experiences, and learn from fellow industry leaders who are pushing boundaries across different sectors.
You’ve led campaigns such as beauty-cations and durian-themed cruises, which generated plenty of conversation. Could you share the story behind one campaign and what made it resonate so strongly with consumers?
During the height of travel restrictions, our goal was to reinvent domestic experiences and give people a much-needed outlet to recharge. We launched creative initiatives like durian-themed cruises and even immersive yoga sessions inside the Singapore Oceanarium right in front of the manta rays. These resonated so deeply because they offered consumers a rare, novel breath of fresh air—delivering unique experiences they ordinarily wouldn’t have thought possible locally.
Consumer behaviour in travel changes quickly. What are some of the biggest shifts you’ve observed over the past few years, and how has Klook adapted its marketing strategy?
We’ve seen a massive evolution in how travellers choose destinations and plan their trips. The biggest shift is the rise of social commerce—consumers are moving from passive inspiration to instant conversion directly through social media platforms like TikTok. To capitalise on this, we double down on our Klook Kreator program, empowering creators to drive authentic engagement and seamless conversions.
AI is changing the way consumers discover products and experiences. How do you see AI influencing travel inspiration, personalisation, and social commerce in the years ahead?
AI has quickly become a baseline for travel planning, with travellers relying on it to build quick itineraries. However, as AI-generated suggestions become standardised, travellers naturally seek authentic, humanised alternatives. This is where social commerce thrives: while AI handles the structural planning, compelling and relatable social content delivers the real inspiration and emotional connection that drives decisions.
Can you share one personal or professional goal you’d like to achieve in 2026?
Ticking off something new on my list of to-tries: skiing in China.
As AI becomes a bigger part of travel planning, the combination of technology, authentic content and human inspiration will continue to shape how consumers discover and book experiences.
Join Jeanette Ong and fellow marketing leaders at the Global Virtual MarTech Summit as we explore the trends and technologies shaping the next generation of marketing and customer engagement.
Global Virtual MarTech Summit APAC & EMEA
Global Virtual MarTech Summit APAC & EMEA, where leading marketing professionals gather to explore this year’s theme: The Real-Time Customer.
As customer expectations continue to rise, brands across APAC and EMEA are under increasing pressure to connect data, AI and customer engagement in more meaningful, timely and measurable ways. This summit will spotlight practical strategies, real-world use cases and regional perspectives on how marketing teams can move closer to real-time customer understanding and action.
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Last updated: August 2026
