Hidden Cities Spark Deeper Travel Joy, 374K Reviews Show

A travel platform just confirmed what adventurous wanderers have long suspected: the road less traveled might actually lead to the most memorable journeys.

Klook, a leading Asia Pacific travel experiences platform, analyzed 374,000 verified traveler reviews and found a striking pattern. Reviews from lesser-known cities were filled with richer storytelling, deeper emotional depth, and more personal reflections than those from popular destinations.

The difference wasn't subtle. Travelers visiting hidden gems didn't just describe what they did. They wrote about the people they met, the moments that surprised them, and the memories that genuinely changed them.

One traveler in Hobart, Australia discovered a passion for flying during an introductory flight experience. Another in Bohol, Philippines found their next travel goal while paddleboarding at Napaling Reef. These weren't just activities checked off a list. They were experiences that sparked something lasting.

"Reviews are especially important for high-value travel experiences, where the cost isn't just monetary but also time and opportunity," says David Liu, Klook's Chief Customer Experience Officer. Travelers have limited time in any destination, and authentic reviews help them spend those precious hours wisely.

The study found that well-known cities still serve an important purpose. When time is tight, familiar destinations offer convenience and efficient escapes from daily routines. But lesser-known cities invite travelers into something more immersive and unstructured.

The Ripple Effect

Klook isn't just collecting this feedback for interesting insights. The company turns traveler reviews into actionable improvements that benefit everyone in the travel ecosystem.

When multiple reviews mentioned long wait times at a popular venue, Klook worked with the merchant to create a premium fast-track entry option. The solution worked so well it became a scalable "skip-the-line" feature now offered across multiple experiences.

In another instance, Klook discovered over 70% of travelers valued flexible time-slot changes. The company responded by introducing "by day" and "by time slot" booking options, reducing no-shows and refund requests while giving travelers more control.

To make sharing feedback easier, Klook introduced AI-assisted review tools including speech recognition and text polishing. The features preserve each traveler's authentic voice while reducing friction. Since launching, 75% of users who engaged with the tool have submitted reviews.

The platform now holds approximately 13 million verified reviews, each one written by someone who actually completed their experience. That authentic feedback creates a virtuous loop: better insights for merchants, improved experiences for travelers, and stronger connections between people and the places that move them.

Sometimes the best discoveries happen when we venture beyond the guidebook.