| Business Model | Operator of open-top hop-on hop-off sightseeing bus tours, with add-on cruises, walking tours and attraction packages | Online travel experiences and services marketplace selling third-party activities, attractions and transport | — | — |
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| Experience Types | Hop-on hop-off bus tours, night/evening panoramic tours, river cruises, guided walking tours, attraction combo packages | Tours and activities, theme park and attraction tickets, rail passes and train tickets, airport transfers, ferries, SIM cards, car rental, hotels | — | — |
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| Destinations Covered | Around 28 cities in 18 countries incl. London, Paris, Rome, Dubai, Abu Dhabi, Singapore, Hong Kong, Sydney, New York, Las Vegas, San Francisco | Global, strongest in Asia-Pacific; reported 60,000+ activities in about 250 destinations | — | — |
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| Cancellation Policy | Refund (full or partial) if service cannot be provided for reasons within its control; activated tickets cannot be cancelled; night tours non-refundable unless stated; agent bookings via agent | Varies by activity and provider; many offer free cancellation, some vouchers allow rescheduling within a validity period | — | — |
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| Payment Options | — | Cards, Apple Pay and PayPal in most markets; local payment methods vary by region | — | — |
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| Loyalty Programme | — | Klook Credits earned on bookings and usable on future bookings; member rewards programme | — | — |
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| Booking Channels | Website, Big Bus Tours app (iOS and Android, with live bus tracking and maps), staff at stops, hotel concierges, ticket agents | Website, iOS and Android apps; inventory also distributed via partners such as Grab | — | — |
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| Customer Support | Online contact form, Manage My Booking, written refund requests by email | Online help centre | — | — |
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| Headquarters | London, UK (founded 1991) | Hong Kong (founded 2014) | — | — |
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| Parent Company | Majority-owned by Exponent Private Equity; Merlin Entertainments holds a minority stake | Klook Technology Limited (filed for proposed NYSE listing, ticker KLK, November 2025) | — | — |
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| Signature Products | Multi-route tickets by duration, e.g. London: One Day, Discover (24h + river cruise), Essential (48h + cruise + 3 walking tours) | Rail passes (e.g. JR Pass, Eurail), theme park tickets, staycation bundles | — | — |
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| Ticket Format | Digital tickets added to and activated in the Big Bus app; validity starts on activation; paper tickets from staff if app cannot be used | E-vouchers shown on phone; instant or delayed confirmation depending on product | — | — |
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| Price Range | London adult tickets from about £30 (evening tour) to £60 full price (Essential); prices vary by city | — | — | — |
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| Commentary | Recorded digital commentary (e.g. 7 languages on London Blue Route); live guides on selected tours such as the London evening tour | — | — | — |
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