December 3rd [Day Two]

You are in December 3rd [Day Two], see December 2nd [Day One]
Open/Close

Use the filters for the advanced search of events

Time Slots

Event Types

Themes

09:20

Big Data, Measurement and Analytics

In English [with simultaneous translation]

Big Data has become rather a mainstream topic.

It is often portrayed as a sort of panacea that promises to solve all problems in many sectors, including tourism.

However, in the travel industry, big data really is strategic: it is useful for understanding trends, optimizing marketing, deciding where to allocate resources and time.

In this panel we consider two very real situations.

Boxever, which takes big data left behind on the web by people while booking a flight or a holiday, and uses it to optimize the sales process and, in particular, to get to know their customers better.

Andalucia Lab is an example of a region that uses big data to optimize marketing and communications, analysing what emerges to decide where to allocate their budgets in support of Destination Andalusia.Read more »

Keynote
Jose Luis Cordoba
Managing Director Andalucia lab
Ultan O’Brien
Vice President Sales Boxever

Interview with Jose Luis and Ultan
Mirko Lalli
Founder Travel Appeal

The thin playful line. Activating engagement. The non-borderline experiences of museums and destinations

Forget culture as you knew it. Forget the maxim “cultural attractions = guaranteed tourism.” The areas that become favoured places for innovation and creativity, and major tourist destinations, are those that focus on their cultural proposal and build it around their residents, the ‘first tourists’, actively engaging them towards unconventional actions. The activator is the.. Read more »

Hospitality: the innovation of Universal Design

The new frontiers of Hospitality indicate that universal design is the most innovative response to the increasingly complex needs of guests. Tourism businesses, especially in recent years, have shown a growing interest and willingness to consider and enhance, in their own development policies, a new way to offer comfort and quality through an intelligent redesign.. Read more »

Easy Revenue for small hotels

Luciano Scauri at BTO in 2014. How to achieve strategic directions from the available data, how to collect and organize them at a reasonable cost. The fundamentals of Revenue Management are here exposed in a simple, clear and effective way, to be applied immediately without committing to investments in technology.Read more »

10:15

Beat the OTA. The distribution strategy of big hotels companies

In English [with simultaneous translation]

Jean-Luc Chretien, Executive Vice President of Marketing and Distribution at Accor, talks about his group’s distribution policies, strategies, and the results obtained.Read more »

Keynote
Jean Luc Chretien
Executive Vice President Sales, Distribution and Loyalty Accor

Interview by
Philip Wolf
Founder PhoCusWright ®

And yet it moves

In practice, almost no human activity is now possible without some form of digital mediation. The same is happening in very many areas. The result is the creation of a parallel version of the world that contains an incredible number of digital trails. Reading and interpreting these trails is not always easy, and there are.. Read more »

Does the ideal hotel exist? Trivago reveals its [top secret] formula

Modern and trendy or classic and comfortable? Personalised or standardised? What is the identikit of the ideal hotel? trivago will reveal the “magic formula” of the perfect hotel, outlining the essential stages which lead to the client’s final choice, from comparing prices online to checking out. A journey of desires, expectations and reality, told through.. Read more »

ReGuest by Zeppelin: revolutionize the booking process and increase sales

Reguest is the innovative sales tool developed for hotels, which aims to increase booking rates. Reguest allows you to easily and quickly create customized, expressive offers presented on a web platform developed with responsive technology. The guest can then display their offerings in an optimized way on various devices, and can use the chat feature.. Read more »

Innovation and people, the Bookassist formula

Alberto Recanatesi, Operation Manager Bookassist, opens the keynote focusing on Bookassist’s 360° strategy: Digital Marketing, Web Design, Booking Engine and Distribution that put their basis on innovation: a ‘must’ for a company that operates in the online travel market. Fiamma Franceschilli, Senior Account Manager, will follow emphasizing the importance of the human resources, the key.. Read more »

Reputation = Revenue: Increasing Revenue with Online & Offline Feedback

Social media and online reviews have been buzz topics over the last few years, and most hoteliers already maintain active accounts on Twitter, Facebook, review sites and other online channels to engage with guests and collect feedback from numerous online sources. Meanwhile, the role of traditional guest satisfaction surveys is changing, and becoming more closely.. Read more »

11:10

Interview with the Italian Minister of Tourism

In English [with simultaneous translation]

Giancarlo Carniani and Philip Wolf interview Dario Franceschini, Minister for Heritage, Culture and Tourism.

Guest: Sara Nocentini, Councillor for Culture and Tourism for the Region of Tuscany.Read more »

Dario Franceschini
Minister for Heritage, Culture and Tourism

Interview by
Giancarlo Carniani
BTO 2014
Philip Wolf
Founder PhoCusWright ®

Guest
Sara Nocentini
Councillor for Culture and Tourism for the Region of Tuscany

Together, towards Italy 2019. the city’s plans following the challenge for European culture capital [I]

Two consecutive slots totalling 1 hour and 50 minutes, dedicated to Nominations for European Capital of Culture 2019; this is the first slot. The protagonists talk about their application experiences and ideas for cooperation after the competition, as partners with Skyscanner. The panel will explore two temporal and strategic dimensions of tourism and cultural promotion.. Read more »

Hyper-intermediation

The many hazards encountered by hoteliers, from protecting their hotel name to dealing with the increasing costs of visibility on social media, meta search engines, OTAs and search engines. How can we operate properly without falling foul of judgement errors, what should we ask web agencies and how can we measure results? The web agency/hotelier,.. Read more »

Allianz Global Assistance: Booking Protection

A line of insurance products that Hotels / Holiday apartments / B&Bs / Campsites and other facilities can offer, and sell revenue shares with our company to their guests, both Italian and foreign, at the same time as booking their accommodation. Services include: Cancellation insurance (to protect the deposit or the cost of the entire.. Read more »

Gp Dati: complex strategies or technology complexities?

The web is taking on a crucial role in the hospitality sector, introducing dynamics and new factors to take account of when planning revenue and marketing strategies. In this context control and optimization, sharing and timeliness are the essential conditions for competing. The tools become strong allies if they are well integrated and can simplify.. Read more »

What is behind the success of the most important E-commerce and Websites? User Experience, SEO/SEA and high conversion rate: a user-centric view getting better continuously

The technology is Disruptive and in 10 years a lot of companies no longer exist because their inefficiency in digital marketing creates new intermediaries that drive the markets. Software is eating the world. Let’s look closely why the big Websites win the challenge by centering the user and his experience, focusing the attention of this.. Read more »

12:10

Country Brand Index 2014

As in each “even” year, FutureBrand presents its own “Country Brand Index,” and takes the opportunity to share it through a BTO 2014 keynote held by Silvia Barbieri, Head of Strategy for the communications agency.

It’s one of the most anticipated events of BTO 2014: “Country Brand Index” will be discussed by Monica Fabris and Roberta Milano.Read more »

Country Brand Index 2014
Silvia Barbieri
Head of strategy FutureBrand

Country Brand Index commentators
Monica Fabris
President of Episteme
Roberta Milano
Co-founder BTO Educational
Scientific Committee BTO 2014

Together, towards Italy 2019. the city’s plans following the challenge for European culture capital [II]

Two consecutive slots totalling 1 hour and 50 minutes, dedicated to Nominations for European Capital of Culture 2019; this is the second slot. The protagonists talk about their application experiences and ideas for cooperation after the competition, as partners with Skyscanner. The panel will explore two temporal and strategic dimensions of tourism and cultural promotion.. Read more »

Serenissima Informatica: from Social CRM to data discovery: the competitive advantages of information technology for the hospitality industry

Integrating protel PMS with Microsoft Dynamics CRM and its extensions to the Social CRM on the one hand, and with the Business Intelligence and Management Control with Uniform System of Accounts Reporting on the other hand, provides a competitive advantage to excel in the management and care of customers through multiple channels of communication and.. Read more »

13:00
14:20

What hotels don’t like about OTA behaviour

In English [with simultaneous translation]

Des O’Mahony, Chief Executive Officer and Co-founder of Bookassist, returns to Florence with a BTO 2014 keynote centred on the bristly relationship between hotels and OTAs.

With Giancarlo Carniani and Paige Brown, at the end of Des’s keynote, a Q&A with the speaker.Read more »

Keynote
Des O’Mahony
Chief Executive Officer e Co-founder Bookassist

Interview with Des
Paige Brown
Co-founder and CEO Dashbell
Giancarlo Carniani
BTO 2014

Old and new media, today’s literary travel

Exploring different types of narration of places and encounters. And listening to stories. Between reality, imagination and virtual space. Short pieces of writing, linguistic reflections, narrative experiments, fresh geography, publishing projects. From the worlds of Dante’s Commedia to expeditions in small worlds where “you’re in and out”, from “sensitive landscapes” – interpreted through new descriptive.. Read more »

Lazio [II]

The Lazio region, together with the Regional Department of Tourism is involved in works to drive the evolution of our territory into an industry of experience and creativity, an industry capable of transforming the motivations for a trip into developing the territory and enriching businesses. This presence at the seventh edition of BTO is an.. Read more »

In Italian
15:20

Mobile Internet of Things

Fabio Lazzerini is Emirates Country Manager for Italy, and comes to the Fortezza da Basso with a VISIONS speech on the present and the future of the internet of things, with a focus on travel and travellers.

At the end of the speech, Philip Wolf presents a Q&A with the speakers and other guests from the slot.Read more »

Keynote
Fabio Lazzerini
Contry Manager Italia Emirates

Interview with Fabio and the other guests
Philip Wolf
Founder PhoCusWright ®

Tourism, innovation and the digital

Regular users of the Internet in Italy make up only 56% of the population aged between 16 and 74 years, compared with the European average of 72%, while conversely 34% of Italians have never used the Internet, compared with the European average of 21%. The usage levels of the different online services are normally less.. Read more »

[don’t] fell like an island

For travellers of ancient times, islands were places of Myth, Utopia, and Wonder. The stories of the past regarded the lands in the midst of the sea as exotic places par excellence; they were different, mysterious, captivating. For modern travellers the suggestions are the same: still today, they sail to islands wishing to find faraway.. Read more »

Short Stories [I]

This slot, the first of two consecutive slots totalling 1 hour and 50 minutes, hosts four stories from four different territories and discusses them: – A project sponsored by the Tourism Governance of a municipality – A project set up from the “ground”; which brings a region’s operators together into a business network, where they.. Read more »

In Italian

OTAs and online restaurant booking: the great feast

OTAs and Metasearches move casually from hotel hospitality to the forefront of the restaurant world. A succession of Digital Food, from sustainable food at Expo 2015, to online table booking systems and Delivery Food. Participants: TripAdvisor, Priceline, Groupon, Google and the emerging player, Uber.Read more »

16:20

Across the ocean…searching innovations

“The value of a person is measured by how many times he gets up after a fall, and says:
“Let’s go!”

In the past decade he has run more than 23,000 kilometres, but does not consider himself a runner.

He has rowed solo more than 35,000 kilometres, but does not even consider himself a rower either.

He lived in complete isolation for over 560 days, but does not consider himself a lone adventurer.Read more »

VISIONI
Alex Bellini
Adventurer

Interview with Alex
Riccardo Luna
Ambassador of innovation
Digital Champion for Italy
Massimiliano Ventimiglia
Founder H-Art

Travel & StartUp

The StartUp Tourism Association was founded in 2013 to bring together the best startups working in the field of Tourism and Culture. It aims to promote digital innovation and creativity, and to support the growth of digital startups in favour of the development of the Italian tourism economy. The Association organizes the meeting, interaction and.. Read more »

Cultural and creative tourism

It is possible take great experiences of enhancing local culture (through one’s own resources, or with the support of networks and European funding) and to ensure that they are touristic experiences twice-over: firstly as attractive situations for the content produced, and secondly as a driving force for the improvement and growth of a territory which.. Read more »

Short Stories [II]

This slot, the second of two consecutive slots totalling 1 hour and 50 minutes, hosts four stories from four different territories and discusses them: – A project sponsored by the Tourism Governance of a municipality – A project carried out by un Association – A project in the StartUp phase – A private project of.. Read more »

In Italian

The golden rules of disintermediation, to maximise visibility on otas

How to find the right balance between direct bookings and OTAs. This BASIC Toolbox is divided into two parts: The evolution of distribution: knowing how to analyze in order to grasp the opportunities – Discover the right balance between direct sales and those traded on the basis of your business – How the distribution landscape.. Read more »

17:10

The World of Booking

Going out with a bang: in the Emirates Hall [VISIONS], and for the first time at BTO, after an endless courtship, we finally have booking.com.

At the end of the keynote, Giancarlo Carniani hosts a Q&A.Read more »

Keynote
Andrea D’Amico
Regional Director Italia booking.com
Rob Ransom
Director Hotel Marketing and member of the Leadership Team of booking.com

Interview with Andrea and Rob
Giancarlo Carniani
BTO 2014

You are in December 3rd [Day Two], see December 2nd [Day One]