Klook’s ‘Chief Spring Officer’ Role Signals a Deeper Bet on Creator-Led Travel Booking
Photo Credit: Gyeongbokgung Palace in South Korea with cherry blossom in spring and tourists with Hanbok dress. Freepik / tawatchai07
Skift Take
When a travel company announces a “Chief Spring Officer,” it sounds like a gimmick, but Klook’s experiment reflects how platforms are trying close the gap between inspiration and booking. If this works, similar seasonal roles could emerge around major events.
Klook has opened applications for a very short-term role called Chief Spring Officer, a seasonal position designed to help travelers navigate one of Asia’s most complicated travel windows — the cherry-blossom season.
The role will be based in Japan, South Korea, and Mainland China during peak bloom, sending live travel updates, tracking crowds, and advising visitors on timing and which activities are actually worth doing. The role runs only through the spring campaign period from March 20 to April 10.
Klook says the candidate does not need to be a traditional influencer.
“The defining requirement is demonstrated spring travel expertise, not creator status,” Marcus Yong, vice president of global marketing at Klook, told Skift. It is looking for first-hand experience traveling in the region and an understanding of peak-season issues such as crowd management and fast-changing weather conditions.
The company said the role could also be fi
