“…But there may still be space to talk about quality. Quality in terms of offer, customer relationship, loyalty, long-term strategies, sharing real-life experiences that go beyond heavily marketed and disingenuous storytelling. Our aim is to make real connections with the many people who each year visit this country, whatever the circumstances may be…..”
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Short keynote with a presentation of the main themes of BTO 2016
Glenn Fogel is a board member of one of the biggest travel and brokerage companies in the world.
We’d love to uncover the secrets behind the impressive success and exponential growth his company has developed over the years notably through the acquisition of other major brands.
Emilio Casalini – Author of “Rifondata sulla Bellezza” (Refounded on Beauty), publisher and journalist – has come up with a particularly ‘WHY’ topic for BTO 2016!
The guest is a most unusual personage: the “mad” notary Andrea Bartoli.
At Favara in Agrigento province, they are trying to create a better piece of world, a small Community engaged in inventing new ways of thinking and living.
Farm Cultural Park is an Independent Cultural Centre: here art and culture are the noble tools employed to give the City of Favara a new identity and dimension for the future.
If there’s a company than can boast of having the biggest and most visited travel website, it’s without a doubt TripAdvisor.
A few years ago we had the pleasure of interviewing the website’s founder Stephen Kaufer here at BTO, but this time we want to know more about the strategies and conditions that have led to this extraordinary TripAdvisor phenomenon and its winning business model.
What form of tourism is most suited to Italy: tourists or travellers?
Tradition or industry?
Mainstream or niche markets?
An expert operating in the tourist industry and a great polemist exchange ideas in an attempt to imagine the future of Italian tourism.
Innovation arises through a collaboration with every member of the system: from 365 to The Floating Piers, the key to successful projects is participation. We’re talking about it with the territories inLombardia. Product Presentation promoted by Explora.Read more »
Customer Relation Management, Known as CRM, is an approach to manage and improve business relationship with customers. For a lodging service as Hotel establishment, interact with the current and potential future customers, analyze-data about customers’ history and focusing on customer retention through CRM is the way to drive sales growth. Strategies and professional training provided.. Read more »
Great changes are taking place in the world of hospitality.
Market destructors such as Airbnb have forced the hotel industry to rethink its offer. With the view to maintain dominance in the world of hospitality, new brands and ideas have emerged.
It is however undoubtable that megamergers (Marriott-Starwood) and buyouts forebode a whole new landscape.
We’re going to talk about how to develop alternative ideas through two emerging brands: ‘The Student Hotel’ and ‘Room Mate’.
An open discussion with the distinguished manager Elena David of UNA Hotels & Resort will follow.
The great battle to include pizza in UNESCO’s intangible cultural heritage list gives rise to a debate on stereotypes with Alfonso Pecoraro Scanio and the Director of the Uffizi Gallery Eike Schmidt, moderated by Anna Paola Concia.
In the background, a comparison with Germany.
Starting from the first years of adoption of Wi-Fi systems within the hospitality industry, hoteliers experienced the growth in the demand for Wi-Fi Internet access in different ways: the initial excitement for a new revenue source has been quickly replaced by the disappointment caused by having to offer the service for free, still forced to.. Read more »
Florence Convention and Visitors Bureau has chosen a model of governance which created a virtuous system of collaboration between tourism operators and local Institutions. The story of a DMO: from MICE to wedding and leisure, from public to private. Finally, the preview of a unique platform in Italy which presents and sells the entire tourism.. Read more »
Would you like to know how to increase your conversion on the GDS’s? Come and join our presentation, we will share worldwide and local market GDS’s statistics and trends as well as discussing Best Practices to optimize your presence on these channels.Read more »
Twenty years have passed since the first Expedia team emerged from within Microsoft.
Today it is one of the strongest online tourism brands, with one of the highest capitalization rates in the world and a very diverse range of products.
Expedia is a company that has been built gradually, through acquisitions and divestures.
Uncovering the story behind Expedia’s success is bound to captivate us all.
According to many observers, the term ‘Sharing Economy’ is inappropriate.
Cristina Pagetti, country manager Italy for Homeexchange.com, has written a book on house swapping, an authentic way to share experiences, so over to her for the keynote speech.
The debate will also touch on this business model with two global giants of home sharing.
Practical advices to increase direct bookings and to reduce distribution costs.Read more »
2 Billion Millennials Globally: What Do They Want From Hospitality Operators? The millennial generation is larger than baby boomers or Gen X. Learn how you can win the business of this unique group of individuals by:– Tailoring your offerings to align with millennials’ different technology preferences– Offering the perfect balance of mobile technology and personalized.. Read more »
The keynote offered by Matteo Stifanelli, Country Manager Italy, describes all the latest novelties arising from the recent Los Angeles Airbnb Open event put on by the company that is transforming the concept of tourism.
Matteo Stifanelli Airbnb
The Internet has been a colossal opportunity for the world of Revenue Management in the past 20 years.
Never has understanding and adjusting pricing strategies been as vital. Revenue Management has also undergone great changes, developing increasingly sophisticated systems, less connected to the past and increasingly geared towards processing a huge quantity of data.
We’ll be discussing where revenue companies are heading and why.
Gaming seems to be the last frontier of culture, or rather, the last launching pad for projecting state of the art of culture and tourism towards an imaginative and exciting future.
But is this really the case? The gaming industry, especially that of videogames, manages to faithfully reflect the twofold reality of cultural and creative industries.
On one hand, it presents all the sexy aspects of culture while, on the other, it has to be borne in mind that the videogame industry is well structured to respond to specific market dynamics.
This item will be given over to analysing the phenomenon from these two different viewpoints, in an attempt to identify potential and tangible developments not only in the relationship between territory and gaming, but also in terms of local employment opportunities provided by the videogame industry.
We present the first scientific research dedicated to the discovery of the emotions felt by travelers who book online. We have analyzed for 6 months brain waves of over 100 travelers to increase the conversion and direct sales. The purpose of the research is WHY! What happens in the brain of a traveler while surfing.. Read more »
Do you have a website with a booking engine, but the travel intermediaries are still taking the cake? Are you investing in expensive advertising campaigns without having them generate the bookings you’d expect? If the answer to these questions is “Yes”, then your strategy or the tools you use to apply it are not enough!.. Read more »
The purchasing experiences of Italian consumers with regard to smartphones, desktops, office, home, online agencies and travel advisors.
How to manage hidden needs of your guests, push them to tell you their experiences and share reviews to growth your incomes without human activities with marketing automation tools. Product Presentation promoted by Spotty Wi-FiRead more »
Strategies and tools to protect your official site competitiveness. Product Presentation promoted by Paraty Tech.Read more »
A deeper look into one of the ‘home rental’ market’s emerging players, Onefinestay.
Recently acquired by Accor, Onefinestay has been introduced as an innovative business model and has been one of the first to seriously deal with supplying “services” to apartments as well as open its activity segment to business travel.
“Smart” seems to be a trendy adjective at the moment: smart buildings, smart factories, smart phones, smart cities, smart destinations, smart tourism, etcetera.
But when you take a closer look at articles, debates and projects, you discover there is a lot of talk about the technological aspects and not much more.
Does smart just mean digital, or digitalized?
Or is there more to it, maybe something more important on which to create “smartness” to ensure genuine efficacy?
We shall be discussing this topic with those who, for some time now, have been actively engaged in cities, technologies and ways to improve the life quality of city dwellers and visitors.
Grazia Concilio Politecnico di Milano
Marco Piastra Università di Pavia
Ilaria Vitellio Mappi[NA]
Rodolfo Baggio Università Bocconi
Don’t wait to discover from reviews what your customers wish: find it out first with the Business Intelligence. Why should the customers join our hotel? Why should the customers return in our hotel, if they already stayed with us? It’s their choose, but it’s our ability to influence their decision, who makes the difference. Do.. Read more »
Hoxell is an innovative work system for excellence in hospitality standards. It combines software and people to improve guest satisfaction and grow customer loyalty through staff empowerment. Perfectly interfaced with your PMS, our platform enables a deep interaction between a hotel’s guests and staff, providing outstanding customer service by constantly engaging with them at multiple.. Read more »
Product Presentation promossa da FastBookingRead more »
The world of business travel has profoundly changed and is becoming increasingly integrated.
The online world has indeed revolutionized the way many important companies work, with innovation and service integration becoming the main driving forces.
Not even GDS providers were immune but despite the dim forecasts of recent years, they remain major market players.
Michil Costa is visiting Florence for the first time.
With his family, Michil Costa runs the Hotel La Perla of Corvara (the first hotel in South Tyrol to join the prestigious Leading Hotels of the World chain) and the Berghotel Ladinia.
Michil Costa is an extraordinary hotelier, an extraordinary man and an extraordinary personage. His motto is “We create wellbeing mindfully by giving value to people, because caring for others is a pleasure”. He will be explaining the huge ‘Why’ factor animating his company and his team, with the dignity of people, sustainability, social equity, democratic co-management and transparency. Make sure you don’t miss his talk.
Following the keynote speech, Michil will be interviewed by Mauro Santinato, Chairman of Teamwork.
What should the next step be for independent hotels, still so prevalent in our country?
A world of possibilities is opening up, from big chains to franchising, to soft brands or local representatives.
By whom should you chose to be distributed? Is there still a reason to go solo?
Fabio Galletto – Manager of the Automotive, Luxury and Travel segments of Google Italia – opens the second day of BTO 2016 to bring us the latest news from Big G on travel.
Fabio Galetto Google Italia
Peter Verhoeven is Director General of Booking.com.
On the first day, we shall be discussing the driving forces behind the leading company in the world with Glenn Fogel whereas with Peter we shall be delving into the future changes and trends of what is considered to be the most influential company in the world of travel.
Indeed, Booking.com has become the Amazon of travel, the absolute game changer capable of steering customer choices.
«Stories from Italy about those who give importance to work. To beauty. To the future. Italians who put their hands and heart in what they do».
Vincenzo Moretti, sociologist, creator and author of #lavorobenfatto, stories from Italy about those who give importance to their work, who put passion and commitment into what they do, now for the first time in Florence.
Following the keynote speech, Vincenzo will be interviewed by Rodolfo Baggio from the Department of Policy Analysis and Public Management, Bocconi University.
I guess you all already know it but, in order to figure out how to get more reservations on the hotel website, you simply need to change the point of view as a traveller: let’s discover together why it is important to have a dynamic website which clearly shows the Unique Selling Points of the.. Read more »
Manage a request in less than 9 seconds (with conversion rates never seen before), set recalls and contextual upsells, advance and lube check-in and arrival requests from your guest, perfectly connected with your PMS and booking-one? Now is NICE and EASY. Product Presentation promoted by èditaRead more »
Product Presentation promoted by Oscar WI-FIRead more »
Travel & Tourism is a demanding and competitive market sector for countries, regions, cities and attractions.
For future success, Destination Marketing professionals need to embrace both the strategic and tactical integration of resources and creativity to succeed. Understanding how to leverage brand assets, content and prioritise channel marketing resources is critical for success as the time from ‘looking to booking’ decreases for consumers as potential visitors.
Likewise, building a long term brand strategy requires investment beyond pure advertising or PR campaigns. Join a session presented by Christopher Nurko, Global Chairman of FutureBrand who will share insights and best practice tips on how to plan for success in destination marketing.
Sharing results from a recent study on U.S. State Branding research as well as building upon 8+ years of Country Branding investigation, Chris will help attendees understand the ideal formula for approaching their brand challenges.
The slot offers a discussion on sustainability and tourism with:
A “protagonist of the system”, ENEL, which illustrates its own particular WHY!, the future mapped out between sustainable mobility, green economy, the Internet of things, enhanced efficiency and Human Capital.
The viewpoint of Legambiente, as a stakeholder
The San Pietro di Positano *****L hotel, for its sustainable growth strategy, also and above all in a WHY! key. The person responsible for designing interiors, defining solutions and assessing the performance of the entire catering cycle of the hospitality structure contributes to the Kitchen Designer slot.
The last 10 minutes are assigned to Francesco Palumbo, General Manager of the Central Department of Tourism, reporting to the Ministry of Cultural Heritage and Tourism (MiBACT).
It will be his task to link up the contribution of this slot to any action steps laid down in the Strategic Plan for the Development of Tourism 2017-2022.
Aurelio Sarno, Responsabile offerte luce e gas Enel Energia
Dianamaria Pacchioni, Enel innovation & new business manager for the Italian market
Sebastiano Venneri, Legambiente
Andrea Viacava Kitchen Designer, the person who has designed the interiors, defined the solutions, assessed the performance of the entire catering cycle at Il San Pietro di Positano *****l
Francesco Palumbo, General Manager of the Central Department of Tourism, reporting to the Ministry of Cultural Heritage and Tourism (MiBACT)
Robert Piattelli co-founder BTO Educational
The goal of this presentation is to help attendees improve their hotel’s performance through an understanding of the current hotel distribution landscape, with its key players, its challenges, as well as the necessary tools to maximise the opportunities. Product Presentation promoted by SiteminderRead more »
Do you ever feel like you could do more with your hotel? No problem, during our workshop you will find out how to optimize your resources and get better results… with a bank robbery! Don’t worry, it’s not a real bank robbery (maybe…), it’s an innovative method and an interactive way to learn useful techniques.. Read more »
Savvy hoteliers realize that they are in the expectation management business, with each individual traveler looking for a different experience. In today’s competitive hotel marketplace, the key to success is finding a way to exceed guest’s expectations. Join this discussion to hear how leading organizations are leveraging Guest Intelligence to delight and surprise their guests,.. Read more »
What kind of business culture is there in the company that is transforming the hospitality industry?
Mark Levy is an HR executive in the company that is revolutionizing everything. Through an interview by Philip Wolf, we’ll be getting some perspective on the guiding beliefs and ethical principles that day by day steer Airbnb towards market leadership.
The semi-final round of the internal BTO 2016 Startup competition.
Mirko Lalli Travel Appeal
Fabio Galetto Google
Giovanni Boccia Artieri Università Carlo Bo
Euro Beinat Università di Salisburgo
#1 semi-final INRECEPTION
#2 semi-final SHAREWOOD
#3 semi-final QUIRATE
#4 semi-final TRIPDOGGY
The future also lies in the development of ancillary services.
We’ll be discussing whether there’s still space for independent companies as recent years have seen multiple players emerge with increasingly successful and diverse selling strategies.
This talk will be centred on the relaunch strategies of the National Agency for Tourism.
Giancarlo Carniani will interview Roberta Milano, Renato Andreoletti and Alberto Crepaldi will interview Gianni Bastianelli.
Roberta Milano ENIT – Agenzia Nazionale per il Turismo
Gianni Bastianelli ENIT – Agenzia Nazionale per il Turismo
Giancarlo Carniani Director BTO 2016
Renato Andreoletti Hotel Domani
Alberto Crepaldi Il Fatto Quotidiano
Product Presentation promossa da Hotel SolutionsRead more »
The final round of the internal BTO 2016 Startup competition.
As you know, whoever wins first prize will get the chance to present their startup at ‘Phocuswright Europe 2017’.
Giovanni Boccia Artieri, full Professor of the Faculty of Sociology, Carlo Bo University of Urbino, returns to Florence to reflect on the impact of blogs.
The best payment is the payment you don’t have to think about-well, as long as your bank accounts balance is fine.How should future travel payment be designed? Scenario thinking might be the only way to find an effective and successful way through themanifold opportunities that come along with the disruptive change that is caused by.. Read more »
In Italy Open Air tourism includes nearly 2,700 companies, 20k jobs and a capacity of over 1 million 400k beds, for an annual turnover of approximately 3 billion euro, considering all related industries. This market segment is expanding rapidly. It deals every day with increasingly demanding and diversified targets and offers sophisticated accommodation options, which.. Read more »
Who better than Ryanair to discuss why having a strong driving force is key.
Despite the criticism and everybody saying it was losing ground, Ryanair never gave up on its core vision.
Ryanair is essential to the implementation of change in so many different areas in the tourism industry. It has become a crucial element to the development of new tourist destinations thanks to the powerful message behind it, as defined by its founder Mr. O’Leary.
We simply had to have Ryanair with us at this year’s BTO – Buy Tourism Online.
John Alborante Ryanair
Giancarlo Carniani BTO 2016
Just about 20 years ago the term Big Data was invented giving rise to an entire new class of data mining and analytics applications.
As a natural evolution a little over five years ago the first major wave of Artificial Intelligence applications have made it to the market.
For those deep into this it is extremely exciting and puzzling.
In this talk, through a series of stories, we look at the broad spectrum of ideas, applications, expectations, hype and challenges raised by the transition from data to machine intelligence.
The final panel at BTO 2016 will look into the manifest for next year’s edition.
Riccardo Staglianò has penned an essential book entitled “If I were you” on the imminent Industrial Revolution 4.0 and its aftereffects. And travel won’t be immune to it: self-driving/ flying cars and planes, virtual reality applied not only to selling techniques and automated call centres.
“The cheaper cars becomes, the more expensive people are. Printing a newspaper used to be an expensive matter, so paying journalists to fill in the pages felt like a natural expense to make. In an age where news is free, it seems unreasonable for someone to ask to be paid. Think about it. Let’s all think about it, because once we really understand this, our take on the world of technology will never be the same.”
With the scientific contribution of Coop Culture, the closing considerations made in the Italian Main Hall of BTO 2016 provide food for thought on what innovative uses can be made of our cultural heritage also, and above all, in the way it addresses the market, comprising that of tourism.
The person at the centre of everything and how innovation can leverage the great opportunity to throw greater light on the artistic and cultural heritage here in Italy.
Between new frontiers, WHY! Human Capital, Strategic Plans.
Giovanna Barni CoopCulture
Claudio Bocci Federculture
Roberto Ferrari Regione Toscana
Francesco Palumbo Ministero dei beni e delle attività culturali e il turismo MiBACT
Emilio Casalini editore, autore e giornalista