Josiah Mackenzie returns to BTO with a speech dedicated to the “internet of things”.

At the end of his speech, Josiah will be interviewed by Pedro Colaco.Read more »

Returning to Florence again this year is Daniel Edward Craig, a speaker well loved by the BTO public.

He’s back with a speech on Social Media & Storytelling to join up the dots with the presentation he made at the Fortezza da Basso’s 2013 edition of BTO.

Daniel Edward is interviewed by Barbara Sgarzi.

In this session I draw from my background as a hotelier, author of three mystery novels and social media specialist to show how online travel marketers can use storytelling techniques to grab the attention of travelers, increase social sharing and drive conversions.

Topics include:
• How social media creates unprecedented platforms and audiences for storytelling
• Storytelling in the age of the 140-character tweet
• How to tell stories that grab attention, are shared and inspire action
• Visual storytelling: harnessing the powers of imagery
• Mobilizing the most powerful storytellers of all: your guests Read more »

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 »

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 »

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 »

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 »

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 »

“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 »

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 »