Travel today is about more than choosing a destination. From discovering hidden gems through social media to seeking out local experiences and making the most of travel budgets, the way people plan their holidays is evolving. As travellers become more intentional about how they spend their time and money, the experiences a destination offers are playing an increasingly important role in shaping their travel decisions.
In our interview with Sarah Wan, General Manager for Singapore, Indonesia, Malaysia and Thailand at Klook, one of the region’s leading travel experience platforms, we explore these changing travel habits and how Klook is responding to them. Sarah also shares the thinking behind Klook Travel Fest 2026, which returned after a one-year hiatus on 17 and 18 October at Suntec City with its new Klook Flee Market concept, bringing destination-inspired activities, cultural experiences and travel deals together to inspire travellers to discover their next getaway. Read the interview in full below:
WhatsThePlanPlease: Klook Travel Fest returns after a one-year hiatus with a new Flee Market concept. Why did you decide to reimagine the traditional travel fair as an immersive experience, and what did you want visitors to take away from it?
Sarah Wan: Travel is so much more than getting from one destination to another. It’s about the experiences we discover along the way, whether that’s stumbling upon a local market, trying something new or finding a hidden gem that becomes the highlight of a trip.
That’s the thinking behind this year’s Klook Travel Fest: Flee Market Edition. Inspired by the lively markets and bazaars that travellers often encounter overseas, we wanted to bring that same spirit of discovery closer to home. Rather than simply browsing travel deals, visitors can explore different destinations through interactive activities, cultural experiences and travel inspiration.
Ultimately, we want visitors to walk away feeling that there’s no one way to travel. Whether you’re someone who plans every detail of your holiday or prefers to go with the flow, there’s always something new to discover. We hope the festival inspires visitors to embrace their own way of travelling and explore possibilities they might not have considered before.
WhatsThePlanPlease: Klook’s Travel Pulse 2026 found that 71% of Singapore respondents cited financial concerns as their biggest barrier to travel, yet eight in 10 said they would continue travelling. How are these changing attitudes shaping the way Klook helps consumers discover and plan their trips?
Sarah: What we’re seeing is that Singaporeans aren’t necessarily giving up travel because of financial concerns. Instead, they’re becoming more deliberate about where they spend and how they get the most value out of each trip.
Our Travel Pulse 2026 findings reflect this shift. While 71% of Singapore respondents cited financial concerns as their biggest travel worry, eight in 10 still intend to travel. This tells us that travel remains a priority, but travellers are increasingly looking for ways to make their budgets work harder.
For Klook, this means helping travellers make more informed choices, from discovering experiences across different price points to finding promotions and booking activities ahead of time. We want to give travellers the flexibility to enjoy their holidays on their own terms.
WhatsThePlanPlease: With travellers becoming more cost-conscious, how do you balance offering attractive discounts and deals with encouraging people to spend on meaningful experiences rather than simply choosing the cheapest option?
Sarah: Value means different things to different travellers, and the cheapest option isn’t always the one that delivers the best experience.
For some, value might mean securing a good deal on a popular attraction. For others, it could be paying a little more for a unique local experience, greater convenience or an activity they have always wanted to try.
Our role is to give travellers that choice. By offering a range of experiences at different price points, alongside promotions that help stretch their budgets, we want travellers to feel confident about where they save and where they choose to spend. After all, some of the most memorable parts of a holiday aren’t necessarily the most expensive ones.
WhatsThePlanPlease: The festival spotlights Japan, China, Southeast Asia and Australia. How do you decide which destinations and experiences to promote, and are you seeing growing interest in destinations or types of travel that might have been overlooked previously?
Sarah: When curating destinations and experiences, we look at what travellers are interested in, while also considering opportunities to introduce them to something they might not have explored before.
Japan, China, Southeast Asia and Australia offer a diverse mix of travel possibilities, from familiar favourites to experiences that go beyond the usual tourist attractions. Each destination also appeals to different travel interests, whether that’s food, culture, nature, entertainment or family-friendly activities.
What’s particularly interesting is that even familiar destinations can offer something new. Travellers don’t always need to visit somewhere entirely different to have a fresh experience. Sometimes, it’s about exploring a lesser-known neighbourhood, discovering a local activity or experiencing a favourite destination from a different perspective. That’s something we hope to encourage through the festival.
WhatsThePlanPlease: As General Manager overseeing Singapore, Indonesia, Malaysia and Thailand, what differences do you see in how travellers across these markets plan and spend on holidays? Are there emerging travel trends that Singapore travellers could learn from their regional neighbours?
Sarah: Traditionally, travel planning often started with deciding where to go, followed by figuring out what to do once you got there. Today, we’re seeing experiences play a much bigger role in inspiring travel decisions.
A particular attraction, cultural activity or unique local experience can be the very reason someone decides to visit a destination in the first place. Travellers are increasingly thinking about what they want to experience, rather than simply where they want to go.
We are observing a consistent desire to make the most of each trip. This doesn’t always mean travelling further or spending more. Sometimes, it’s about exploring somewhere closer to home, discovering a lesser-known attraction or experiencing a familiar destination in a different way.
For Klook, this creates an opportunity to help travellers discover more of what each destination has to offer, while making it easier to turn that inspiration into actual plans. After all, flights and accommodation get you to a destination, but it’s often the experiences you have there that make the trip memorable.
WhatsThePlanPlease: With social media, travel creators and AI increasingly influencing travel discovery, how is Klook adapting to help travellers find experiences that feel personal and authentic, rather than simply following trending destinations and viral itineraries?
Sarah: Social media and AI have made travel inspiration more accessible than ever. Travellers can discover places and experiences they might never have considered before, sometimes through a single video or recommendation.
But inspiration is only the starting point. What looks exciting online may not necessarily suit everyone’s interests, budget or travel style. And while some travellers enjoy building their itineraries around recommendations they’ve researched, others prefer leaving room for unexpected discoveries.
At Klook, our focus is on helping travellers move from discovery to planning with greater confidence, through a diverse range of experiences, clear activity information and reviews from fellow travellers. Technology can help people discover more possibilities, but ultimately, we believe travel should be shaped by what matters to each individual, rather than simply following what’s popular online.
WhatsThePlanPlease: Looking ahead, how do you see travel in Singapore evolving over the next few years? What are the biggest opportunities and challenges for Klook as it tries to make travel more accessible while helping travellers discover experiences they might not otherwise have considered?
Sarah: I believe Singaporeans will continue to place a high value on travel, but we’ll see them becoming more intentional about the experiences they choose and how they allocate their budgets.
With so much travel inspiration and information available today, the opportunity is to help them navigate those choices and discover experiences that genuinely match their interests.
At the same time, affordability will remain an important consideration, alongside the challenge of making travel planning simpler in an increasingly crowded landscape of information and recommendations.
For Klook, the priority is to continue making travel experiences more accessible, convenient and rewarding. Whether someone is planning their dream holiday months ahead or deciding what to explore next on the go, we want to make it easier for them to discover and enjoy experiences that suit their interests, budgets and travel styles.
