Facebook wants airlines to take a long look at how they manage their marketing and move away from last-click attribution.
Such is the reliance by many carriers on existing online advertising models such as Google search and YouTube, alongside display ads on affiliate networks, Facebook would obviously say this.
But Terry Kane, the social network's and Instagram's head of travel, auto, finance and telco, may have a point - or, at least, have a valid reason for reminding brands that Facebook is a lot more than just company pages to capture "likes".
Speaking at the Aviation Festival in London this week, former-Jumeirah exec Kane argues that the industry has "lost the personalised touch" when it comes to recommendations for products, drawing on how just a few decades ago a community travel agent would often be a highly respected and pivotal figure in the decision-making process for leisure trips.
All that has changed, as we all know, with recommendations from online and personal sources far more influential than those of offline travel agencies.
Decision-making is also heavily driven by what travellers see in front of them on their desktop, mobile or tablet device - such as search results, online advertising or travel-related editorial content.
The second and third elements noted above are where Facebook wants to have a bigger role when it comes to the airline marketing being pushed out to potential customers.
Kane argues that there is far too much emphasis on the last click attribution model (where the "last click" by the user is given the credit for a conversion on a product), with hitting people during the research and inspiration phase - especially in travel - a far more influential element.
And Facebook, with its recently announced eye-watering data-point that one billion people are now using the network over a 24-hour period, wants more of the action.
There is perhaps now no "Single Moment of Truth" when it comes to decision making, with influences starting long before the bank card comes out of the wallet.
There are now "moments" of truth, crossing elements such as the initial visualisation of a potential trip, mobilisation (understanding how a trip might work) and the ominpresent shares and likes of content.
A Facebook friend may post a picture of a destination, triggering comments and likes... Then another person comments to ask how did they get there... More videos and photos emerge from another member who comments "yeah, this is what it looked like on my trip"... You get the idea.
It is the Facebook members who generate the moments of truth about travel for them and the rest of the connected network.
At each of these points there is an opportunity for airlines to have a presence in front of users who are busily whirring their way around the social network, Kane says.
What millions - perhaps even hundreds of millions - of Facebook users do not realise is that their activity on the network is gradually building up a mind-blowing personal profile for advertisers, based on everything they interact with or share.
Although Kane is at pains to point out that the personal data of members (DOB, emails, etc) is not shared with advertisers, a dizzying amount of the data generated by their behaviour certainly is.
For example, he says, an airline can target groups of fans of a certain age who support a particular team, who live in a particular area and could be considering travelling to an overseas match.
Funnily enough, until this point in Kane's discussion many of the airline execs present may have been forgiven for thinking Facebook is "just that thing the kids do which they made me join ages ago".
But there was a noticeable frisson in the room when Kane tried to turn the marketing screw a bit in Facebook's favour.
It seems incredible to ecommerce watchers and travel marketers alike that Facebook - against the odds of just a few years ago when many questioned the network's ability to make its commercial model work - is becoming a significant part of the marketing mix from brands.
Facebook may have a fair distance to go before it challenges the advertising volumes pocketed by its arch rival, but with Google's foray into "social" failing to gain any significant traction and now mostly a rather moribund platform, there is a growing sense amongst travel execs - at least at the event this week - that the "new" platform has found its feet, and they LIKE it.
NB:Facebook Lego image via Shutterstock.