At WiT Indie, where travel’s rebels and rule-breakers come to play, the conversation isn’t just about distribution channels or loyalty metrics – it’s about dismantling the old world of travel and building a new one grounded in community, creativity and traveller-centric thinking.
That’s exactly what Sarah Wan, General Manager, Singapore, Malaysia and Indonesia for Klook and Joe Lu, co-founder of HeyMax, brought to the table – ideas that challenged legacy loyalty models, uplifted nano-creators over celebrities, and redefined what it means to be a “travel brand” in a social-first world.
Loyalty? Try “Selfishness as a Service”
“Loyalty as we know it is broken,” said Joe Lu, who launched HeyMax after getting laid off from Meta. His mission? Turn everyday spending into travel miles and unite fragmented loyalty currencies into one traveller-first wallet. “What customers want is independence and optionality,” he said. “We’re building an anti-loyalty platform that reflects that.”
HeyMax isn’t chasing ads or clout. It built its community on Telegram, eschewing traditional ad buys in favour of word-of-mouth, community-led growth, and one unshakable thesis: travel is no longer a segment of life; it is life.
“It’s seeped into every swipe, every meal, every mood,” Joe said, describing what he calls the “traveller’s economy.”
And his must-have for the next-gen travel app? “Selfishness,” he quipped. “Give people exactly what they want, fast.”
Trust vs traffic: Nano-influencers rule
Klook, on the other hand, is riding the wave of the experience economy and shaping it. “More travellers now decide where to go based on the experience they want, not the other way around,” said Sarah. “And more of their travel budget is going toward activities, not flights or hotels.”
In a sector still dominated by attractions, she sees momentum shifting. “Our data shows 91% of Gen Z travellers are prioritizing deeper, more meaningful experiences; not just checking boxes on a list.” And while surveys may sometimes speak louder than actions, the movement toward slow travel and cultural immersion is real and growing.
Even Klook’s creator strategy bucks the norm. Its Klook Kreators programme spans 16 markets and boasts 25,000 creators but nearly half its engagement and conversions come from nano-influencers with fewer than 10,000 followers.
“Trust over traffic,” Sarah emphasized. “People trust everyday voices more than celebrities.”
“More travellers now decide where to go based on the experience they want, not the other way around,” said Klook’s Sarah Wan
Community over ads, conversations over clicks
At a time when brands pour millions into performance marketing, both Klook and HeyMax are betting on community and content, not clicks.
Joe spends zero on Google or Meta. “Every dollar to them is a dollar not spent on helping customers,” he said. Instead, HeyMax uses its own miles to reward its growing tribe.
Sarah’s advice to partners? Don’t underestimate smaller creators, especially in Southeast Asia, where nearly half of Klook’s influencers reside.
“Loyalty as we know it is broken,” said HeyMax’s Joe Lu. “What customers want is independence and optionality. We’re building an anti-loyalty platform that reflects that.”
The future is in your face
Technology wasn’t left out of the conversation. Joe, wearing his smart glasses and recording while speaking on the panel, declared that the future of travel isn’t in your pocket – it’s on your face.
“Wearables let me capture the moment without getting in the way of it,” he said, predicting a world where content creation and experience are seamlessly fused.
AI is already bridging gaps in language and confidence. “It’s making it easier for travellers to explore places they once found intimidating,” said Joe. “The impact in South-east Asia could be bigger than low-cost carriers.”
Citing his glasses again, he said, “The fact that I don’t need to look at any screen, it takes a picture and tell me what it is, and can do multi turn conversation is truly life changing. Plus, it can speak Cantonese, Japanese or any language you ask it to translated to.”
Sarah agreed, but cautioned: “AI-generated itineraries are a friend – just don’t let them kill serendipity.”
