Klook has rolled out its “Kreator Shops” feature, a consolidated affiliate storefront for travel content creators, to its entire network of more than 30,000 “Kreators” across 88 markets, the company announced at its KREATORVERSE 2026 summit in Phu Quoc, Vietnam.

The feature replaces Klook’s earlier model of individual affiliate links tied to specific posts with a single, always-on storefront page where creators can house their full slate of recommendations, spanning hotels, transport, tours, attractions, food and beverage, and other bookable products. Kreators can also embed social-native content within their storefronts, which Klook says is intended to close the gap between social platforms and bookings.

Kreator Shops launched in March as a pilot with roughly 150 creators in the Philippines. Klook has now made it available across its full creator base at once rather than continuing a phased rollout.

“Influence isn’t disappearing, but what it means to be influential is changing,” said Marcus Yong, Klook’s VP of Global Marketing. “Follower counts and reach are only one aspect of influence, with trust being the key currency that actually drives action.” Yong said Klook’s role is “to give Kreators the tools, access and opportunities to build on that trust, while giving them more ownership over how they curate, share and earn.”

Klook cited its own “Travel Pulse 2026” research in announcing the expansion, saying four in five travelers have booked a travel experience because a creator recommended it, and that more than a third pointed to a micro or niche creator, rather than a celebrity, as the reason they booked.

From Affiliate Codes to a Full Storefront

Klook launched the Kreator Program in 2023 with personalized affiliate links, targeting nano- and micro-influencers with follower counts starting as low as 1,000 on a given platform, rising to 5,000 in the Philippines and Hong Kong and 8,000 in Taiwan. At launch, Klook framed the program as an alternative to mega-influencer marketing. Diana Vidovic, the company’s Director of Oceania Marketing, said at the time that mega-influencers “often have lower engagement among less targeted audiences, which can sometimes prove challenging when seeking ROI for marketing investment.” By August 2024, the program had grown to more than 20,000 creators across 16 markets. It has since expanded to over 30,000 creators in 88 markets.

Participants also get access to Klook Kreator’s Picks, which now offers more than 1,500 experiences across eight destinations, with mainland China and Vietnam added in 2026. Klook has scaled its KREATORVERSE gathering alongside the program, growing from a single global event in 2024 to five regional editions in 2026.

Yong said community building remains central to the program’s retention strategy. “We’re constantly dialing up on community-building to keep making this a program Kreators actually want to stay in,” he said.

Travel Bookings Increasingly Start on Social Platforms

Klook’s expansion comes as social content plays a growing role in travel purchase decisions. Citing Phocuswright’s “F is for Funnel: Social Media and the Path to Travel Purchase” report, two-thirds of travelers who use social media have made a purchase or decision related to content they saw there.

The move also lands amid broader competition to convert social discovery into bookings. TikTok formally launched in-app booking through TikTok GO earlier this year, naming partners including Expedia, Trip.com, Booking.com, Viator and GetYourGuide, following a test run last summer. Klook itself integrated booking capabilities with TikTok in 2024 as part of the Kreator Program, a partnership Klook has described as bridging travelers directly from social feeds to bookable activities.

A Broader Push Into Payments and Rewards

Klook’s push into creator commerce has continued alongside other recent moves to build out its travel platform. Last month, the company signed a memorandum of understanding with Mastercard built around three pillars: enhancing cardholder value, unlocking new travel and lifestyle opportunities, and advancing payment experiences. The companies said the collaboration will bring Mastercard cardholders exclusive discounts and privileges ahead of the year-end travel period, with additional benefits to be announced as the partnership deepens.

Klook tied that collaboration to the same “Travel Pulse 2026” research cited in the Kreator Shops rollout, which found that more than half of travelers no longer begin planning with a destination in mind, with 23% choosing a destination based on a specific activity and 73% saying they would visit a lesser-known city for a unique event.

Klook describes Kreator Shops as open to any creator in the program, regardless of experience level, and says the storefront format is customizable to match individual creators’ content styles and audiences.

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