Towards a frictionless future

Smooth digital technologies help drive consumer satisfaction

Jan Starcke, Travel Industry Lead DACH, Facebook stresses how smooth booking procedures are influencing consumers’ choices. At ITB Berlin’s eTravel World he will be sharing his insights, here we ask him about his work at Facebook and how it matches with the travel industry.

In my position as Travel Industry Lead I support companies from the travel industry with their strategic development. My team works with these companies to help them enhance their marketing activities and keep up to date with the latest developments.

Your talk at ITB Berlin Convention was to be about a “zero friction future”. What does it mean?
Digitization and smartphones have transformed consumers’ behaviour, who can access information anytime, anywhere. This also influences people’s expectations. They want to be able to seamlessly plan and book their travels. Travellers are opting for brands that offer frictionless booking experiences and if they encounter difficulties such as a slowly loading page or an error during the payment process, many will switch to a business with a more seamless experience. Digital technologies can then help businesses reduce these frictions.

In just one year, messages exchanged between people and businesses on Facebook Messenger have grown from 8 to more than 20 bn.

Have you been able to measure the level of importance of FB – and social media in general – as part of the decision-making process today?
Facebook, Instagram, Messenger and WhatsApp offer reliable reach and great opportunities to build and strengthen connections with real people. Mobile video in particular is currently developing into a decisive success factor. Another important factor is messaging. Customers’ direct support throughout their entire journey will also drive the success of businesses. In just one year, messages exchanged between people and businesses on Facebook Messenger have grown from 8 to more than 20 billion.

How important is average spending (in percentage) of the travel industry on social media promotion- and what should it be?
As an integral part of people’s everyday lives, it is essential for businesses to integrate mobile in their media plans. Mobile video in particular should get a bigger share, as 60% of all online videos are consumed on mobile. From studies, we know the considerable impact of mobile video campaigns on people’s decision to buy. Video ads on Facebook and Instagram provide incremental reach for TV campaigns, and the combination of both channels show the best results.

> Zero Friction Future With Facebook
Thursday 5 March 2020, 5:30 pm – 6:00 pm
Hall 6.1, eTravel Stage

Photo: Jan Starcke, Travel Industry Lead DACH, Facebook


Jan Starcke has been working for Facebook in Hamburg for 6 years and as Travel Industry Lead is responsible for strategic customer development in D-A-CH. With 12 years of online marketing background, he has always had a focus on the travel industry.


Stacke will be addressing 3 key points during his conference:

  • Friction is one of the biggest threat to businesses today as consumer expectations continue to rise with the pace of technology
  • Danger of frictional losses is increasing, as the customer journey is often very fragmented
  • Learn from Facebook about their vision of a Zero Friction future and how consumers engage with travel brands on their platforms