During Skift Global Forum 2017, Button chief executive officer and founder Mike Jaconi joined Skift’s Sean O’Neill for a conversation about how travel brands can address changes in customer behavior and make the mobile booking process a much more seamless and integrated experience than it has been. During the conversation, Mike also announced Button’s launch of “Purchase Path,” a new technology allowing companies to optimize their mobile partnerships by providing users with the best path to purchase.

“There’s a fundamental problem with the linking era,” said Jaconi. Button’s mission is to make the entire booking path, from research, to purchase to post-booking, a lot easier for the customer by partnering with third-parties to optimize their mobile journeys. For example, Button powers local recommendations within Hotel.com’s app. Customers can make restaurant reservations, book Ubers, and purchase event tickets directly after they make a hotel booking, without ever leaving the app. It’s a win-win for both the traveler and the providers offering services.

Watch the full discussion below.

At this year’s Skift Global Forum in New York City, travel leaders from around the world gathered for two days of inspiration, information and conversation. In 2018, Skift will be analyzing travel trends around the globe with four Forums. Get the details now and register here.