Mutant to lead Klook Singapore’s strategic storytelling, Gen Z engagement efforts

Singapore – Klook Singapore has appointed Mutant as its communications agency following a competitive multi-agency pitch, as the travel experiences platform looks to strengthen its authority in an era of AI-driven travel discovery.

The appointment will see the regional communications agency support Klook Singapore in sharpening its position as a trusted source of travel insights and experiences across Asia Pacific, while deepening engagement with younger travellers.

Mutant was selected for its audience conversion-led approach, as well as its ability to connect with Gen Z audiences and enhance brand discoverability as travel planning increasingly moves beyond traditional search engines.

The partnership comes as consumers turn to a growing mix of AI tools, social platforms, creators and online communities to research and book their trips, fundamentally changing how travel brands compete for attention.

Against this backdrop, Klook Singapore is leaning into high-impact storytelling and locally relevant insights to help travellers navigate increasingly fragmented decision-making journeys.

Under the remit, Mutant will support the experiences platform in elevating destination storytelling, amplifying travel insights, and identifying emerging travel trends, with a particular focus on next-generation travellers and experience-led travel.

“We’re excited to partner with Klook Singapore at a moment where travel discovery is being fundamentally reshaped,” said Lina Marican, Regional Managing Director at Mutant.

“Instead of relying on a handful of websites or search engines when planning a trip, consumers are now turning to AI platforms, social channels, creators, and communities to discover destinations, experiences, and recommendations,” she said.

“In this new search landscape, visibility for brands requires being surfaced, trusted, and recommended wherever travel planning is happening. Klook is uniquely positioned to lead that conversation, and we look forward to helping strengthen its authority, discoverability, and influence in Singapore.”

Founded as an experiences platform designed to digitalise travel activities and attractions, Klook has grown into one of Asia Pacific’s leading travel marketplaces. 

The latest appointment signals the company’s continued investment in communications strategies that reflect changing consumer behaviours and the rise of AI-powered discovery.