December 1st [Day Two]

You are in December 1st [Day Two], see November 30th [Day One]
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Hall

09:20

WHY! Should we still need or not a soft brand

In English [with simultaneous translation]

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?

Read more »

Quick Info Event

09:20 - 10:05
Oracle Hall [International Main Hall]
Philip Wolf, Giancarlo Carniani, Giovanna Manzi, Brian McCabe, Renzo Iorio

Keynote
Brian McCabe JDB Fine Hotels & Resorts

Talkbacker
Renzo Iorio Accor Italia
Giovanna Manzi Best Western Italia

Moderator
Philip Wolf BTO 2016
Giancarlo Carniani BTO 2016

  • youtube
10:10

WHY! We plan to be the most advanced travel company, Booking.com

In English [with simultaneous translation]

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.

Read more »

Quick Info Event

10:10 - 11:00
Oracle Hall [International Main Hall]
Giancarlo Carniani, Helena Egan, Peter Verhoeven

Keynote Speech
Peter Verhoven Booking.com

Talkbacker  
Helena Egan TripAdvisor

Moderator
Giancarlo Carniani Director BTO 2016

  • youtube

A matter of perception

In Italian

«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.

Read more »

Quick Info Event

10:10 - 11:00
UniCredit Hall [Italian Main Hall]
Rodolfo Baggio, Vincenzo Moretti

Keynote Speaker 
Vincenzo Moretti sociologist, creator and author of #lavorobenfatto

Interviewer
Rodolfo Baggio Department of Policy Analysis and Public Management, Bocconi University

  • youtube

BookAssist: Inside the mind of a traveller: 7 reasons why he (doesn’t) book a room in our website

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 »

In Italian

Quick Info Event

10:10 - 11:00
#5 Focus Hall
11:10

WHY! Branding and Destination Marketing – from awareness to conversion, strategies for success

In English [with simultaneous translation]

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. 

Read more »

Quick Info Event

11:10 - 12:00
Oracle Hall [International Main Hall]
Giulia Eremita, Emma Taveri, Christopher Nurko

Keynote
Christopher Nurko FutureBrand

Talkbacker
Emma Taveri BTO 2016
Giulia Eremita BTO 2016

  • youtube

Sustainability and innovation. WHY!

In Italian

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.

Read more »

Quick Info Event

11:10 - 12:00
UniCredit Hall [Italian Main Hall]
Robert Piattelli

Talkbackers
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

Conclusione
Francesco Palumbo, General Manager of the Central Department of Tourism, reporting to the Ministry of Cultural Heritage and Tourism (MiBACT)

Moderator
Robert Piattelli co-founder BTO Educational

  • youtube

Siteminder: Understanding the hotel distribution landscape to improve the performance of your hotel

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 »

In Italian

Quick Info Event

11:10 - 12:00
#5 Focus Hall

CLEVER Coaching & Training: Bank Robbery! Tools and strategies to increase your hotel’s performances

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 »

In Italian

Quick Info Event

11:10 - 12:00
#6 Focus Hall

ReviewPro: Guest Intelligence, an unprecedented opportunity for hospitality professionals

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 »

In Italian

Quick Info Event

11:10 - 11:25
#7 Focus Hall
12:10

WHY! we think we changed the world of hospitality, Airbnb

In English [with simultaneous translation]

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.

Read more »

Quick Info Event

12:10 - 13:00
Oracle Hall [International Main Hall]
Philip Wolf, Mark Levy

Keynote
Mark Levy Airbnb

Interviewer
Philip Wolf BTO 2016

  • youtube

We want win the Startup Italian Open – Semi-final

In English [with simultaneous translation]

The semi-final round of the internal BTO 2016 Startup competition.

Read more »

Quick Info Event

12:10 - 13:00
UniCredit Hall [Italian Main Hall]
Fabio Galetto, Euro Beinat, Giovanni Boccia Artieri, Mirko Lalli

Coordinator
Mirko Lalli Travel Appeal

Jury
Fabio Galetto Google
Giovanni Boccia Artieri Università Carlo Bo
Euro Beinat Università di Salisburgo

Challengers
#1 semi-final INRECEPTION
#2 semi-final SHAREWOOD
#3 semi-final QUIRATE
#4 semi-final TRIPDOGGY

  • youtube
14:20

WHY! Selling ancillary direct will be the future

In English [with simultaneous translation]

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.

Read more »

Quick Info Event

14:20 - 15:10
Oracle Hall [International Main Hall]
Ecaterina Paun, Serena Viscovo, Claudio Bellinzona

Keynote Speaker
Ecaterina Paun Protel hotelsoftware

Talkbacker
Serena Viscovo Viator
Claudio Bellinzona Musement

  • youtube

Why! ENIT in the digital era

In Italian

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.

Read more »

Quick Info Event

14:20 - 15:10
UniCredit Hall [Italian Main Hall]
Roberta Milano, Giancarlo Carniani, Gianni Bastianelli, Alberto Crepaldi

Interview
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

  • youtube
15:15

We want win the Startup Italian Open – Final

In Italian

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’.

Read more »

Quick Info Event

15:15 - 16:05
Oracle Hall [International Main Hall]
Philip Wolf, Giancarlo Carniani, Mirko Lalli

Coordinator
Mirko Lalli Travel Appeal

Jury
Giancarlo Carniani Director BTO 2016
Philip Wolf Ambassador BTO 2016

#1 Finalist INRECEPTION
#2 Finalist SHAREWOOD

  • youtube

Generazione Z Travel Payment

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 Italian

Quick Info Event

15:15 - 16:05
#6 Focus Hall

POD.CAMP by reMedia: why! We make camping smarter!

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 »

In Italian

Quick Info Event

15:15 - 16:05
#7 Focus Hall
16:10

WHY! Ryanair is not only a low cost carrier

In English [with simultaneous translation]

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.

Read more »

Quick Info Event

16:10 - 16:50
Oracle Hall [International Main Hall]
Giancarlo Carniani

Keynote Speaker
John Alborante Ryanair

Interviewer
Giancarlo Carniani BTO 2016

  • youtube

From data to artificial intelligence: and then to where?

In Italian

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.  

Read more »

Quick Info Event

16:10 - 17:00
UniCredit Hall [Italian Main Hall]
Euro Beinat, Mirko Lalli

Keynote Speaker
Euro Beinat Università di Salisburgo 

Interviewer
Mirko Lalli Travel Appeal

  • youtube
16:50

WHY! A machine will take your place

In English [with simultaneous translation]

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.”

Read more »

Quick Info Event

16:50 - 18:00
Oracle Hall [International Main Hall]
Philip Wolf, Giancarlo Carniani, Fabio Lazzerini, Riccardo Staglianò, Marco Savini

Keynote Speaker
Fabio Lazzerini Emirates Italia
Marco Savini BigRock
Riccardo Staglianò La Repubblica

Talkbacker
Philip Wolf BTO 2016
Giancarlo Carniani BTO 2016

  • youtube

Audience expansion and digital technologies to valorise cultural resources

In Italian

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.

Read more »

Quick Info Event

17:10 - 18:00
UniCredit Hall [Italian Main Hall]
Emilio Casalini

Keynote Speaker
Giovanna Barni CoopCulture
Claudio Bocci Federculture
Roberto Ferrari Regione Toscana
Francesco Palumbo Ministero dei beni e delle attività culturali e il turismo MiBACT

Moderator
Emilio Casalini editore, autore e giornalista

  • youtube
You are in December 1st [Day Two], see November 30th [Day One]