Klook India has launched a new digital campaign featuring filmmaker Farah Khan and her personal cook, Dilip, to encourage Indian travellers to explore destinations beyond familiar itineraries. Set in Singapore, the campaign is supported by insights from Klook’s latest Travel Pulse Study on evolving travel preferences.
The campaign film follows Farah Khan and Dilip as they experience Singapore through a mix of well-known attractions and lesser-explored experiences. While Farah revisits a destination she has travelled to before, Dilip discovers the city for the first time, highlighting how familiar destinations can continue to offer new experiences.
The film features bookable experiences available on Klook, including Mandai Rainforest Resort, Mandai Wildlife Reserve, the Royal Albatross tall-ship dinner cruise, SkyOrb cable car ride, Madame Tussauds Singapore, Wings of Time, a cooking class at Palate Sensations, and a Singapore Sidecars tour through Katong and Joo Chiat.
The campaign is being rolled out across Klook India’s Instagram and YouTube channels.
Commenting on the campaign, Shivam Tyagi, Marketing Lead, Klook India & Middle East, said, “As Indian travellers become more confident, they are no longer looking at holidays as a list of places to tick off. They want experiences that feel personal, flexible, and worth remembering. Farah and Dilip capture both sides of that journey beautifully. One brings familiarity, the other brings fresh wonder, and together they show that even a destination you think you know can still have so much more to offer.”
Study highlights evolving travel preferences
The campaign is supported by findings from Klook’s latest Travel Pulse Study, which indicates that Indian travellers, particularly Gen Z and Millennials, are placing greater emphasis on local culture, experiential activities, flexibility, and slower-paced travel.
According to the study, 37.5 per cent of Gen Z travellers and 47.4 per cent of Millennials want to spend more time on tours, activities, and classes while travelling. It also found that 30.7 per cent of Gen Z travellers and 35.5 per cent of Millennials are interested in exploring neighbourhoods beyond traditional tourist areas.
The study further noted that nearly two in five Indian travellers actively seek lesser-known experiences alongside popular attractions, while almost one in two Millennials prefer spending more time in fewer destinations. Around two in five Gen Z and Millennial travellers also expressed a preference for slower, more relaxed holidays.
More than half of Gen Z and Millennial respondents identified high animal welfare standards as an important consideration when choosing wildlife experiences, while eco-tours and nature conservation activities also featured among their travel preferences.
Commenting on the findings, Tyagi said, “These insights show that Indian travellers are asking a different question now. It is no longer just, ‘What should I see?’ It is, ‘What else can I experience here?’ That is exactly where Klook comes in, helping travellers discover more joy, more flexibility, and more meaningful moments wherever they go.”
Through the campaign, Klook aims to encourage travellers to combine iconic attractions with local experiences, spontaneous discoveries, and flexible itineraries when planning their holidays.