In a world where technology drives transformation across industries, few understand the impact of digital innovation on travel and logistics better than Jens Uwe Parkitny, CEO of Oway. With a deep background at Expedia and a passion for sustainable tourism, Jens has been at the forefront of reshaping Myanmar’s travel landscape. In this exclusive interview, he shares the challenges and triumphs of leading Oway, his vision for the future, and the experiences that have shaped his approach to leadership.
Jens’ connection to Myanmar goes back long before he joined Oway. After spending over 15 years with Expedia—where he helped scale travel businesses across Europe and Asia Pacific—Jens was drawn to the opportunity in Myanmar’s emerging digital economy. “When I joined Oway, I saw immense potential,” Jens reflects. “The talent and passion of the team were key elements that I could leverage to grow the business and shape a new vision.”
Founded as Myanmar’s first online travel agency, Oway quickly expanded into a multi-service provider, offering fleet management and pioneering services like Oway Fresh. Jens highlights how the company was instrumental in Myanmar’s digital transformation. “We were leading the charge in bringing technology to the forefront, launching the country’s first rideshare service and expanding into corporate travel,” he recalls.
Like many companies, Oway faced significant setbacks during the global pandemic, which forced the suspension of some services. However, the company’s core travel offerings remained central to its mission. “Our goal is to make life easier for individuals and businesses in Myanmar,” Jens explains. “We focus on delivering tech-enabled services that emphasize innovation, service excellence, and reliability.”
Myanmar’s unique market dynamics—where consumers rapidly transitioned from offline to mobile technology—created both challenges and opportunities. “Overnight, people changed how they booked holidays, rides, and even applied for loans,” Jens notes. Oway adapted by refining its offerings and enhancing the user experience, leveraging Jens’ extensive background from Expedia.
Jens emphasizes that Oway’s success lies in its customer-centric approach. “We focused on simplifying the user journey, expanding inventory, and innovating with new features,” he says. “The goal wasn’t just to develop cutting-edge technology but to solve real problems for our customers.”
One of Jens’ key contributions was introducing usability testing to ensure that Oway’s platform aligned with customer needs. “Without usability testing, developers often create something that makes sense to them but not necessarily to the user,” he explains. Under his leadership, the flight booking process was streamlined from seven steps to four, increasing Oway’s online booking share of the overall consumer travel business from 19% to 75%
Jens’ career in travel technology began in 1997 when he joined Microsoft to help launch Expedia. “Expedia revolutionized how people searched for and booked travel online,” Jens recalls. His experience across Europe and Asia with Expedia laid the foundation for his leadership at Oway. Today, Oway is Myanmar’s leading travel company, offering the largest inventory in the country, with flights from over 1,200 airlines and rooms from more than one million hotels. Additionally, Oway’s corporate travel services have supported over 1,000 companies since 2018, further cementing its position as the top corporate service provider in Myanmar.
Jens’ vision extends beyond business growth to sustainable tourism—a cause close to his heart. Along with his wife, Jens built a lodge in Myanmar’s Kayah State, a project that integrates community development with tourism. “We collaborated with local communities to create a destination experience,” he explains, “which made the lodge truly unique.”
Oway’s commitment to supporting local businesses reflects Jens’ broader vision for Myanmar’s tourism industry. “We work closely with local suppliers, integrate with domestic airlines, and help small hotels distribute their content online,” Jens says. “It’s about creating value for the entire ecosystem.”
Jens’ passion for Myanmar’s rich culture and landscapes stems from his early visits to the country in the 2000s. He was captivated by the distinct facial tattoos of women in Chin State, an experience that sparked his journey into photography and deepened his connection to Myanmar.
Looking ahead, Jens is optimistic about Oway’s role in shaping Myanmar’s travel industry. “We aim to stay at the forefront of digital innovation in Myanmar,” he says. Oway is currently developing a direct connection with Singapore Airlines, which will make it the first online travel agency in Myanmar to offer access to all Singapore Airlines flights and fares.
For Jens, leading Oway is not just about navigating the uncertainties of Myanmar’s political and economic landscape; it’s about positioning the company for long-term success. “Running a business in Myanmar challenges you in ways you can’t predict, but that’s what makes it so rewarding,” he reflects.
In a market as dynamic and challenging as Myanmar, Jens Uwe Parkitny’s leadership, grounded in a combination of technological expertise, a customer-first mindset, and community focus, has made Oway a true trailblazer—with much more innovation to come.
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