Pepijn Rijvers remembers one particularly frustrating travel moment from his own life: arriving in Sofia, Bulgaria, to a cacophony of cab drivers and choosing one - only to discover he’d paid five times as much as he should have. The Booking.com chief marketing officer uses that example to illustrate this point: “The biggest point of friction, for sure, is that you don’t know what you don’t know.” If only he had known what his options were, he said, he would “have been a better traveler.” “So this is one of the things that we want to achieve at Booking.com, is to basically empower you to experience the world and make anything you want to do bookable,” Rijvers said. Get the full story at Skift