Singapore – Staying committed to your work, even in the face of challenges, is about cultivating a deep passion and love for what you do. This passion drives you to adapt, learn, and grow, turning your job into a fulfilling journey that shapes both your career and sense of purpose.
In the latest instalment of MARKETECH APAC’s Milestone Series, we spoke with Marcus Yong, vice president of global marketing at Klook, about the key milestones in his nearly nine-year journey with the company. From its early days as a fledgling startup to becoming a global leader in the experiences market, Marcus has played a vital role in shaping Klook’s evolution.
In this feature, Marcus reflects on the pivotal moments that shaped his leadership, his role in Klook’s meteoric rise, and his vision for the future of travel.
Boarding a journey of grit and growth
Marcus joined Klook in 2016 as its regional marketing director. As one of the first employees in Southeast Asia, Marcus had to roll up his sleeves and dive deep into every aspect of Klook’s operations.
“Being in the trenches is part and parcel of life in a startup—there was no room for just delegating or outsourcing,” Marcus said.
Joining a company in its early stages meant experiencing both its highs and lows firsthand. For Marcus, this required constant adaptation to each phase of Klook’s growth and evolution.
He recalled being hands-on in every aspect, from personally convincing people to download the app at weekend events to guiding partners through live platform demos. With Klook still a relatively unknown brand in its early days, Marcus also admitted that attracting talent was a constant challenge.
“I recall flying to Kuala Lumpur for a lunch meeting after our prospective head of marketing had already turned me down once. Thankfully, my persistence paid off—she eventually joined us and went on to scale our Malaysia business several times over,” Marcus recounted. “It is moments like these that taught me the value of tenacity and hands-on leadership.”
Klook has gone through eight rounds of funding and experienced rapid growth. With each stage, Marcus’ role also evolved. Initially, their focus was on hiring the right talent and defining their go-to-market playbook, especially for Southeast Asia.
During what Marcus referred to as the ‘golden days,’ Klook experienced hypergrowth and blitzscaling, rapidly expanding across teams, geographies, new verticals, and channels. However, much like a rollercoaster ride, the COVID-19 pandemic came and brought unforeseen challenges, prompting a shift in focus. The team redirected its efforts toward enhancing functional efficiencies, balancing local agility with central governance, and refining channel strategies and metrics.
Now, as Klook emerges stronger in the post-pandemic landscape, Marcus emphasises the company’s commitment to sustainable growth. By leveraging Klook’s strong brand and strategic partnerships, they aim to capitalise on the surge in ‘revenge travel’ and invite more Western travellers to explore Asia.
From when he first joined the company to now, Marcus admitted that his leadership perspective has evolved from wanting immediate impact to embracing mid- and long-term strategies.
“Now, I find myself challenging teammates, the ‘younger versions of me’ who are leading the charge today, guiding them as they craft strategies for success over the next 6 to 12 months. It’s humbling to witness their growth and play a part in shaping what comes next, as one global team,” Marcus shared.
First stop: Navigating the multigenerational dynamics as a millennial leader
Talking about teams, Marcus pointed out how he is now considered a ‘millenial leader.’ And as a millennial leader, he has faced unique challenges while guiding Klook’s global marketing efforts.
One of the challenges he faced is fostering a culture that appeals to a multigenerational workforce, especially given the high growth and constant changes within the company.
Marcus believes that culture begins at the top. Establishing a clear vision and mission is crucial, along with fostering an environment that promotes high performance, ownership, and on-the-job training (OJT).
“At Klook, we are guided by our core beliefs, one of which is to ‘push boundaries.’ We don’t subscribe to what some may call ‘bureaucrat mode’; everyone is constantly moving, learning, and challenging limits regardless of their role or tenure. We encourage internal rotation, mobility, and the setting of stretch goals to challenge the status quo,” he noted.
Even Marcus, who earlier in his career was recognised as a digital expert, found himself continuously adapting to emerging trends in a digital-first landscape.
“I find myself in a position that is both a privilege and a humbling experience,” Marcus expressed. “I’m constantly adapting to the evolving landscape, where I’m both a teacher and a student—learning from our Gen Z teammates about new trends, fresh perspectives, and how to challenge traditional marketing funnels and concepts we grew up with as millennial marketers.”
On Layover: Turning a travel pause into momentum
Although Marcus was fully capable of leading his team, no one, including him, was prepared for the global pandemic, which brought the travel industry—the lifeblood of Klook—to a standstill.
However, despite the uncontrollable and uncertain nature of the pandemic, Marcus and his team remained focused on their mission of bringing people together through experiences.
As a younger travel company, Marcus sees Klook’s agile and growth-driven mindset as one of its greatest strengths. Without the burden of legacy models, they can “deconstruct to reconstruct” ideas, leveraging resources to drive rapid growth.
During the pandemic, when cross-border travel was restricted, Klook launched a staycation accommodation vertical that positioned the stay itself as the experience. Users could escape their daily routines and enjoy facilities like spas, dining, and attraction tickets without travelling to a new destination.
The blend of blog content, live streaming, and social media used to launch the company’s ‘STAY’ vertical enabled them to go to market faster than competitors, driving the vertical’s growth in multiple markets once cross-border travel resumed.
“Understanding that travel is an essential part of people’s lives, we knew that the closure of borders would result in a new wave of pent-up travel demand once the restrictions were lifted. It wasn’t a question of if, but when,” he said.
Second stop: Visiting the new industry trends in the travel and experiences market
The rise of AI and the increasing influence of Gen Z have transformed customer behaviours, a shift that Marcus recognises.
“You’ve heard the saying, ‘Gen Z broke the marketing funnel; it’s now a loop.’ I find this extremely relevant because we don’t live or work in a linear fashion anymore,” he stated.
Marcus believes that while traditional marketing theories remain sound in principle, the reality has become far more complex. The conventional playbook—relying on search, paid ads, and static distribution channels—is rapidly becoming outdated.
He also acknowledges that attention spans are shrinking in an age of instant information, with consumers increasingly craving authentic, video-based content.
“To win, I often tell my team that we need to be part of culture and create content that can entertain, engage, and inform audiences simultaneously—and at scale—by using AI, refreshed creatives, and content,” Marcus said.
Marcus further noted how the experiences market is evolving with younger generations prioritising authentic, immersive travel. From mega-events like Taylor Swift’s ‘The Eras Tour’ to wellness experiences, travellers are increasingly seeking meaningful, personalised experiences.
Beyond the types of experiences sought after, Marcus highlighted significant shifts in how these generations discover and book them. The evolution of social media is streamlining the booking process, enabling users to find inspiration and book experiences directly within apps.
Additionally, content creators play a pivotal role in the travel industry, championing the discovery of hidden gems and unique destinations through authentic storytelling.
“As the next generation becomes increasingly socially savvy, content creators will play a greater role in igniting that sense of travel. After all, travel is inherently personal and emotional, and it is authentic content that will resonate most with today’s travellers,” Marcus expressed.
Recently, Klook hosted its inaugural Kreatoverse Summit, uniting over 130 content creators in Singapore. This travel-focused event fostered collaboration among like-minded creators through idea-sharing sessions, exclusive experiences, and a live hackathon for content creation.
“At Klook, we recognised this evolution in customer behaviour and have shifted our focus toward content, social, and mobile marketing and even building our own global community of Kreators (Klook Content Creators) over the last few years,” Marcus concluded.
Taking off: Celebrating years of joyful journeys and lasting impact
As Klook marks its 10th anniversary, the company continues to innovate while giving back. To celebrate, Klook launched initiatives that reinforce its commitment to making a positive impact on local communities and users.
Among these initiatives are the 11 ‘Money-Can’t-Buy’ experiences that give users the chance to win unforgettable, once-in-a-lifetime travel adventures.
“This project is close to my heart because it aligns with our mission—helping travellers create joyful memories that last a lifetime,” Marcus shared.
Additionally, as part of their commitment to animal welfare, Klook partnered with ACES to accredit 12 elephant sanctuaries under the ‘Klook Assessed’ program, raising care standards for both animals and local communities. They also introduced over 200 certified sustainable activities, empowering travellers to choose eco-friendly experiences. Lastly, they offered complimentary local tours led by experts, providing authentic cultural insights and supporting small businesses.
But it’s not just Klook marking a milestone—Marcus is also approaching his 9th anniversary with the company, having been part of its journey almost since the beginning.
As his anniversary approaches, Marcus admits to feeling a deep sense of ownership and fulfilment.
“It’s probably quite rare (in life) that one finds a job that feels like a personal mission, despite not being a founder,” he shared.
He also shared that he finds it fulfilling to mentor the next generation of talent following in his footsteps.
“The opportunity to mentor and lay the groundwork for the next generation of growth and years to come even when I eventually move on, makes each day feel fulfilling and unlike any typical 9-5 corporate job,” Marcus stated.
Looking ahead, Marcus is committed to propelling Klook’s growth. His vision is to establish Klook as the premier platform for leisure and experiences, staying true to the mission of making the world a more joyful place by bringing people closer through experiences.
“I often say that the indomitable Klook spirit is what sets this company apart, and I’m incredibly proud to have played a part in its growth story. More to come! ” He declared.
