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Content Marketing for Hotels

If you find everyday social networking stressful because you “don’t know what to write and especially how to create content”, relax…this Toolbox is designed for you. Have you heard of lead generation? How to make a previously unknown person leave their email address and become a follower of your brand? The Toolbox will be a.. Read more »

INVASIONI DIGITALI: Audience engagement & User journey map

Creating empathy with the traveller’s cultural experience. Introduction Marianna Marcucci – Co-Founder Invasioni Digitali Workshop Vincenzo Di Maria – President Architecta Disruption Marianna Marcucci – Co-Founder Invasioni Digitali Barbara Marcotulli – Service Designer & Experience Designer Fabrizio Todisco – Co-Founder Invasioni DigitaliRead more »

In Italian

Hands up, surrender!

The relationship between OLTA [OnLIneTravelAgencies] and hoteliers is a mixture of love and hate. There’s no question that commercial mediation is an important element in sales for hotels. It’s no use continuing to complain or falling for the myth of doing without intermediaries. The real aim is to try and optimise mediation, partly by learning.. Read more »

From website to facebook. The basic steps for advertising on smartphone and tablet

In Italy (and the world), browsing on smartphones and tablets has overtaken desktop computers, with 17.2 million users connecting every day from mobile devices as opposed to 12.3 million from desktops (figures from Audiweb, June 2015). In a scenario where year on year internet use is increasingly moving to mobile devices, it’s essential that every.. Read more »

Governing the flow of tourism, trials

The art and culture capitals are full to saturation, famous sites are often reduced to sterile display cases, with a growing demand that follows the trends of world tourism and creates huge problems both for residents and for visitors’ enjoyment of the place itself. Some places have difficulty drawing visitors, others selecting them and attracting.. Read more »

In Italian


TrustYou – lo standard della reputazione online – potente strumento in grado di raccogliere ed analizzare semanticamente recensioni da più di 250 fonti tra cui siti web, social network, forum e blog di viaggio.  Migliaia di alberghi singoli e catene (Accor, Fairmont, Falkensteiner, Hard Rock, HNH Hotels and Resorts, Starhotels, TH Resorts, Thomas Cook ecc.) utilizzano TrustYou.. Read more »

Hotels: digital success strategies, from ROI to brand awareness

Il settore alberghiero è stato il primo a sviluppare ampie e globali strategie di digital marketing e sui social media.  Quanto convertono questi investimenti in termini di vendite?  Come spostano la percezione dei brand sul mercato e promuovono servizi? Keynote SpeakerPiergiorgio Capozza – Brand and Communications Manager Baglioni Hotels Introduzione, moderazione e conclusioniPaola Baldacci – Giornalista.. Read more »

In Italian

Learning from a billion bookings: mobile goes mainstream

Presentato da Criteo.  L’ecosistema del digital display advertising è stato rivoluzionato un decennio fa, quandoCriteo ha introdotto la personalizzazione su larga scala del travel on-line.  Esaminando i dati attraverso lalente dell’ esperienza di 10 anni di performance marketing, Criteo presenterà nuoviinsight grazie ad un miliardo di prenotazioni effettuate negli ultimi 18 mesi. Saranno presentate le ultime.. Read more »

Digital Attack! Conquest Web Marketing

Awareness e Performace: come conciliare l’uno e l’altro obiettivo sul Web?  Ci vuole un nuovo approccio!  Il successo di unastrategia digitale sta nell’adozione delle corrette azioni di web marketing, tra attività di conquista e di difesa. Adottare un approccio di conquista significa rafforzare la propria Brand Identity, conferendo riconoscibilità e autorevolezza ad una platea sempre.. Read more »

Technology helps to improve customer satisfaction and optimize your reputation

Today as never before, technology in the hotel makes a difference. Find out how the simple adoption of certain tools can:– exponentially increase your customer base– improve customer satisfaction– optimize your reputation on online travel reviews portals Over the last 12 months Oscar WiFi has managed Internet access to nearly 1.5 million devices; a “pseudo”.. Read more »

What do you do to have a successful non-hotel accommodation structure?

Italy could live only on Tourism, start to do it directly! Today, an American on four book alternative accommodation that are not hotels.Airbnb,, Expedia… everyone is attracted by this “alternative” kind of accommodations. Too bad that within three years, those who won’t have adapted their offer, that won’t be specialized, will be replaced by.. Read more »

(Un)common places and tourism. BTO 2015 adopts Corleone

Starting with the 2015 edition of BTO – Buy Tourism Online, a new format is being trialled: the adoption of Places (un)common in tourism. The idea conceived by Gianni Lacorazza and Annalisa Romeo comes from their recent experience in Corleone, where a group of young people has begun a process of reinterpretation of the town’s.. Read more »

In Italian

Man in a suitecase

In Italian

The exponential growth of Airbnb has demolished certainty in the hospitality sector. No longer a Sharing Economy phenomenon, it has become a real leading player, considered by many as a true competitor of giants like and Expedia. With Airbnb is April Rinne, one of the world’s leading experts on the Sharing Economy.

Read more »

Keynote speaker:
Matteo Stifanelli (Airbnb)

April Rinnie

(R)evolutionizing metasearch: how to generate direct bookings on trivago

Why spending time and resources on metasearch to sell hotel rooms? What is exactly the metasearch marketing? How can I show my official rates on trivago and boost direct sales in my hotel website? What are the trivago Direct Connect, the trivago PRO and the Quality Test and how do they work? Keynote SpeakerGiulia Eremita.. Read more »

Until it Sleeps / The Room Gap. Ancillary Services

In the current context of duopoly in online travel, Amazon and Alibaba looking to step into it, Google starting to sell rooms and the metasearch sites increasing their market share, hotels are getting more and more interested into increasing the profits generated by direct distribution channel. Direct booking remains the most desired conversion channel.. Read more »

HackTravel Shift BTO 2015 Edition, the story [part I]

The story of Shift HackTravel BTO 2015 Edition. The first of two parts. Introductory pitches for the ideas developed during the hackathon. In 3 minutes, each team will present the ideas and millennials prototypes conceived in response to the companies’ briefings. Shift HackTravel BTO 2015 is a project created by Travel Appeal and the Fondazione.. Read more »

Social innovation in tourism: experiences

Viaggi Solidali (ethical journeys), the European project by Migrantour: immigrants show tourists and visitors where they live their lives and express their culture in twelve European cities. Il Giusto di Viaggiare (the justice of travel): properties confiscated from the Mafia become sites for visits, meetings and testimony, with young people committed to legality. Brigands of.. Read more »

In Italian

How to double the turnover of your website with the on-site comparison tool? Simple and immediate

Colleagues who have already done this will explain how it works. Loved by travellers worldwide and tested with passion by GestioneAlbergo engineers for over a year, the on-site comparison tool is a powerful widget to install on your website. View the tariffs shown on your website in real time and compare them with the tariffs.. Read more »

Creating an online bookings portal is worthwhile. We’ll convince you of this by sharing

Does it still make sense to launch a bookings portal in a market dominated by the OTAs? We will analyse some success stories, showing you how it is possible to profit from a portal, by uniting tourism operators, choosing the correct sales policies and investing in the local area and the tourist travel experience. We.. Read more »


AEROPOLIS in BTO 2015 in 50 minuti indaga su come le infrastrutture aeroportuali si stanno trasformando da non luoghi a luoghi aperti non solo a chi viaggia, ma anche ai residenti.  Nuovi centri d’attrazione per le città che richiamano l’attenzione delle Compagnie Aeree che colgono in questa evoluzione l’occasione per intensificare il lavoro attorno ai propri clienti, investendo anche sui.. Read more »

In Italian

FutureBrand. Us, minor? Far from the madding crowd, tourism in search of originality and minor towns

A small-scale investigation into the minor cities and districts that, all over Europe, have learned to attract tourists fed up with destinations that are super-crowded and no longer “original”. Jena vs Berlin, Grenoble vs Paris, Manchester vs London, Udine vs Venice, to mention just a few. The case of Brianza Experience: how an area can.. Read more »

In Italian

The challenge

For a tourist destination, playing a major role in today’s tourism panorama is increasingly complex and the equivalent of a small act of rebellion: to create value you have to succeed in maintaining synchronicity between a thousand factors. This panel discussion will address the obstacle-strewn path of a destination, analysed from the perspective of a.. Read more »

In Italian

HackTravel Shift BTO 2015 Edition, the results [part II]

The story and prize giving of Shift HackTravel BTO 2015 Edition. The second of two parts. EC Vacanze, Alpitour, Poste Italiane and SEA will present the prizes to the winning teams in the hackathon. Special prizes will also be awarded by Unicredit and the Fondazione Sistema Toscana. Shift HackTravel BTO 2015 is a project created.. Read more »

Dhynet, the first and only distributive booking engine

Un nuovo business model che permette agli operatori del settore di governare le leve commerciali e di marketing del proprio albergo.  Non solo un sistema di prenotazioni online quindi ma una vera strategia di promozione atta a garantire un rapporto diretto, one-to-one con il cliente utilizzando tecnologie esclusive. Dhynet è il frutto di una ventennale.. Read more »

Oh my God

In Italian

The event of the year worldwide. Every TV channel in the world talked about it. In the USA Fabio is already a rock star. The video has been viewed more than 25 million times. Creator Fabio Zaffagnini tells us how it happened.

Read more »

Special Event:
Fabio Zaffagnini (1000 Rockin)

Can’t stand losing you

In Italian

We were on the verge of losing group, but instead the new group, which also includes Bravofly and Rumbo, has bounced back. In an interview by Giancarlo Carniani, we try to understand the strategies used and how it’s possible to gain a share of the market in the face of the Booking / Expedia duopoly..

Read more »

Keynote+ Interview:
Fabio Cannavale ( group)
Giancarlo Carniani

SI Protection: innovative solutions for Hotel Risk Management

SI Hotels, in collaboration with a leading insurance company, presents a radical shift in perspective for the hospitality sector: no longer merely insurance policies but schemes for the protection of every aspect of the hotel business. Keynote Speaker Gianmarco Ricci – CFO SI Hotels TBA – Strategica GroupRead more »

Is the sharing economy transforming tourism?

L’intervento di April Rinne, inteso più come una condivisa esplorazione ed una conversazione con il pubblico piuttosto che una lecture frontale ed unilaterale, intende analizzare i possibili scenari futuri dell’influenza dell’economia della condivisione sul settore turistico.  Per farlo, saranno ripercorsi i driver e principi fondamentali della sharing economy anche attraverso l’esame di numerose best practice.. Read more »

In Italian

And now what do I do with Facebook?

If from the technical viewpoint Facebook is evolving (somewhat), what is changing rapidly are the circumstances and the ways in which a company (whether small or large) working in tourism can and should use the world’s most widespread social network. Hence the question: And what shall I do on Facebook now? The answer is not.. Read more »

Teamwork: personalisation vs standardisation

What should today’s hotels aim for in their provision of services? What is the appropriate balance between the two approaches? How is it possible (paradoxically) to standardise personalisation and still be successful? Is it possible to personalise service by creating operational standards (more cost-efficient) and improve guest experience? We will examine examples and case studies.. Read more »

Towards the hotel of the future, what tomorrow’s business travellers will be looking for

Una ricerca appena condotta da HRS ci presenta cosa si aspettano le aziende e chi viaggia per lavoro dall’hotel del futuro.  Una valutazione sui servizi offerti e su quelli indispensabili per rispondere alle nuove istanze delle aziende e dei viaggiatori business, verso un futuro ampificato e tecnologico.  Con il contributo scientifico di AirPlus International e.. Read more »

From Booking Engine to Marketing Engine

Born in one of Italy’s most competitive hotel markets, Romagna, iperbooking is not merely a simple bookings engine, it goes much further and allows advanced and integrated management of all aspects of online sales and marketing. From the acquisition of new clients via innovative distribution channels, integration with Google’s powerful remarketing tools, to sophisticated functions.. Read more »

Video, the new ‘must have’ to drive direct bookings

What does video mean for independent hotels? Why has video recently gained popularity in the hotel industry? What are the benefits for hotels in producing videos? Should hotels be looking at video as new marketing content or an acquisition channel? How can hoteliers build a sustainable content strategy with high ROI? This training session will.. Read more »


Next to you

In English

We take an in-depth and up-to-date look at what Google could do with its new travel products, with reflection from Dell Ross and Philip Wolf. How will the ‘instant booking’ services of Google and Tripadvisor affect the market?

Read more »

Del Ross (Noctober)
Philip Wolf


Hypermediation originates in an initial undervaluation of the potential of the web and online sales mechanisms, subsequent distractions and numerous poor practices used by tourism service providers, and in particular hoteliers, as approaches to distribution. With the scrapping of the parity rate and the advent of meta search engines and instant booking sites, is disintermediation.. Read more »

State of the Net at BTO 2015 [ / @stateofthenet]

Where is the digital world going? What are the current key issues? The 2015 edition of “State of The Net”, a yearly event that brings together international experts and visionaries to examine the direction our digital lives are taking, is dedicated to the topic of algorithms, the automatic mechanisms that regulate much of our online.. Read more »

In Italian

So near, yet so far: mobile & proximity marketing for building relationships

How can we use the new mobile marketing tools constructively and profitably? An introduction to push notifications, geo-location, beacons and other technologies, moving from sales promotion to a comprehensive purchasing experience for our clients. Speaker Marco Brambilla – CommonsenseRead more »


Reputation in tourism

This slot is dedicated to the topic of Reputation in Tourism, and thus has a particular focus on good practice and errors not to make for operators in the entire tourism chain, especially hospitality. Both Varner and Nicola have been highly valued speakers at the past two editions of BTO in 2013 and 2014; at.. Read more »

Hotel Photography by Janos Grapow

This session is geared to training, and explores the methods and management of a photography service for Hotels. Starting with the choice of photographer and the drafting of the quote, it presents an analysis of the most essential aspects of a photographic service for Hotels, including the language of images, web applications and devices and.. Read more »

King of Pain

In English

With a keynote speech by David Turnbull (one of the men behind the success of the CitizenM brand), we attempt to analyse the changes occurring in distribution. Are all the major hotel companies – Accor, Starwood, Hilton – looking at the model?

Read more »

Keynote + Talkback:
David Turnbull (Snapshot/CitizenM)
Jan Tissera (TravelClick)
Jean Luc Chretien (Accor)
Giancarlo Carniani

Vetrina Toscana, one year on: Gigi Tagliapietra and “cum-petere”

Gigi Tagliapietra, mastro tecnologo, torna sull’argomento di come stare assieme. il cuore è il concetto di “cum-petere”: da cum e petere “chiedere, dirigersi a” (definizione del Dizionario Devoto-Oli, 2005) che significa andare insieme, far convergere in un medesimo punto, ossia mirare ad un obiettivo comune, nonché finire insieme, incontrarsi, corrispondere, coincidere e gareggiare.  Apertura della.. Read more »

In Italian

From Winckelmann to Squallor: liberating, desecrating, re-using, re-contextualising culture…

From Winckelmann to Squallor: liberating, desecrating, re-using and re-contextualising culture, places and works. In an increasingly hyperconnected world, synchrony between people and information is based on comprehending the language. Interpreting data originating in places and works, sending people amusing and viral messages and stickers via chat: these are engaging ways of receiving and sharing knowledge… Read more »

In Italian

Movieland; synchrony and innovation between cinema and territory

La affermazione ed il successo delle Webseries  pongono prospettive di successo per la promozione turistica dei territori, che si affermano attraverso le location, con una diffusione globale e virale, portando il cineturismo in un’ottica di sviluppo economico e di iniziative mirate a mettere in risalto il legame cinema/territorio. Apertura, moderazione e conclusioniGiovanni Bastianelli – Direttore Agenzia Regionale.. Read more »

In Italian

And they call it sharing

50 minuti per indagare gli angoli meno noti della sharing economy, il suo legame con l’innovazione e TUTTI gli altri temi di BTO 2015: partendo da distribution e destination, per passare a sharing, mobile e al social, per finire a toccare market leader. Uno slot che si pone l’obiettivo di provocare una riflessione sulla confusione.. Read more »

In Italian

Video: do it yourself

Siamo nell’anno del boom dei video su web, un trend destinato a crescere sempre di più nei prossimi anni, ma sono ancora poche le aziende che scelgono questo strumento per raccontarsi.  Alti costi, complessità tecniche, difficoltà di progettazione sembrano ostacoli apparentemente difficili da affrontare, ma è veramente così?  In questa “Cassetta degli Attrezzi” vedremo insieme.. Read more »

7 ways hotels throw money away on web marketing

La Cassetta degli Attrezzi è volta ad evidenziare le modalità con cui gli albergatori buttano via soldi in attività di marketing, anche senza accorgersene, ed a riprendere il controllo sui propri investimenti in maniera semplice, pratica e continuativa.  Verrà poi mostrato come misurare il reale valore di web agency e consulenti, misurare i risultati delle.. Read more »


The bed’s too big without you

In English

The 20 innovations that will change the world of hospitality, through the analysis of attentive observer Larry Mogelonsky. When will they arrive? How can we be ready?

Read more »

Keynote + Talk:
Larry Mogelnosky (LMA)
Carlo Fontana (Hoxell)
Giovanna Manzi (BestWestern)
Giancarlo Carniani

Resist/exist: restaurants vs social eating

Le ragioni degli altri. E’ un confronto tra due ragioni diverse, da una parte i portatori d’interessi collettivi degli operatori dell’universo della ristorazione [in questo caso rappresentati da Confesercenti], dall’altra parte chi rivendica il diritto a “esistere“, innovare, fare impresa e micro impresa.  Tra Sharing Economy, Shadow Economy, regole e regolamenti, buon senso e tanto.. Read more »

In Italian

Hotel Technology: from telephones to virtual reality

The online reputation of our hotel can be improved by offline strategies. To meet the expectations of the new generation of travellers – the millennials – it is essential to invest in new technologies. Together we will discover the opportunities – even low budget options – to transform our hotel into a “millennial-ready” establishment. Keynote.. Read more »

Loyalty as the primary lever for lead generation: technology&content marketing at the service of ROI

Uno dei punti su cui più spesso il marketing turistico “ha battuto la testa” è probabilmente figlio di due errori di fondo: il primo è stato quello di concentrarsi solo sul primo miglio, sul primo cliente, sulla prima prenotazione senza considerare la parola fedeltà. Il secondo è legato alla ricerca della disintermediazione di un mondo,.. Read more »

A rational handbook for the non-hotelier

Aprire un B&B, Affittacamere, Appartamento Vacanze in Italia è una scelta molto interessante, ma spesso chi si avvicina a questa realtà non ha le necessarie competenze tecniche e di marketing corrette e trova poca sponda nelle Istituzioni Locali, spesso avare di informazioni.  La scelta migliore sul da farsi, come sfruttare al meglio il proprio immobile.. Read more »

Tell the world with email marketing (and forget about anti-spam filters)

L’email è relazione, corrispondenza, un canale aperto e personale con l’utente/iscritto, utente che ci ha già scelto, ed è pronto ad ascoltarci.  Come non sprecare l’occasione e diventare rilevanti, curando e segmentando la lista dei contatti, la frequenza di invio, i contenuti, accompagnando l’utente nel suo viaggio verso l’acquisto e oltre, nei territori della fidelizzazione.. Read more »


So lonely

In Italian

Felicità, Carlin Petrini intervistato da Marcello Masi.

Il Direttore del TG2 intervista il fondatore di SlowFood, la persona posizionata dal Guardian tra le 50 che potrebbero salvare il pianeta.

Read more »

Marcello Masi [Direttore TG2]

Carlin Petrini [Fondatore SlowFood]


Best Western: the value of an international brand

Positioning, visibility, business acquisition and brand loyalty: the four pillars used by Best Western to meet the new market challenges, illustrated through the brand’s activities on the global market, with concrete suggestions and real opportunities for hotels. Keynote Speaker Sara Digiesi – CMO Best Western ItaliaRead more »

Email marketing for those who don’t have time to write: Alessandra Farabegoli

Che ruolo può avere l’email marketing nel piano di comunicazione di chi, in mezzo alle mille cose da fare ogni giorno, fatica a trovare il tempo per scrivere regolarmente una newsletter?  Idee, spunti, automatismi e trucchi per mettere a frutto un asset prezioso, la nostra mailing list. Alessandra torna da noi con una Cassetta degli Attrezzi.. Read more »

Living the tale: storytelling as planning in hospitality

Storytelling can also be used to transform a destination into a setting within which clients experience fantastic stories: we will find out how to use the “journey of the hero” to redesign our product by taking into account the natural overlap between travel and stories. Keynote Speaker Mafe de Baggis – Co-founder Pleens Filippo Pretolani.. Read more »

In Italian Travel, Italian-style. Win Online with Instant Win!

ICT innovation, digital culture, user-centred relationship marketing: these are the values that have guided in redesigning its B2C e-commerce platform dedicated to the purchase of travel experiences. Nicoletta Polliotto presents the protagonists of this technological adventure and launches the renovated, all-Italian online travel agency, confirming the success of its revolutionary instant win system. The.. Read more »

Breathe, you’re in Mugello!

When concerted communication becomes the score for a virtuoso tourism body. How a conductor – the Tourist Office of the Mugello Union of Comunes – directs the various instruments of the tourism orchestra so that they all play the same tune. An integrated communications plan is like the score which for several years has guided.. Read more »

Social Customer Service: how to win customers thru excellent service

Competition based on tariffs is increasingly fierce and customer experiences move at the speed of light thru social networks. In such a complex scenario, if you wnat to stand out you have to invest on the quality of customer service, taking advantage of social networks virality. Social Customer Service is the tool that enables you.. Read more »


Message in a Bottle

In English [with simultaneous translation]

Destinations Marketing seen through its procedures and the successful model that is BrandUSA. We discuss the future of destinations with reference to well-established models like VisitLondon.

Read more »

Keynote + Talk:
Carroll Rheem (Brand USA)
Joanna Darwin (VisitLondon)
Roberta Milano

Parity Rate, who?

BTO 2014 hosted an extremely popular slot called “A very calm debate on the Parity Rate” [see it here]: Accor, Starhotels, UNA Hotels and the Director General of Federalberghi Alessandro Nucara, with introduction, moderation and conclusions by Robi Veltroni. One of the fundamental questions discussed during the session was: in the absence of the parity.. Read more »

Periscope: the closest thing to teleportation

Periscope ci mostra il mondo in tempo reale, ma come funziona esattamente?  Come può essere usata per promuovere una destinazione?  Essendo ancora relativamente poco utilizzata, soprattutto in Italia, presenteremo alcuni case study, i nostri primi esperimenti e ci confronteremo sulle potenzialità del mezzo. Slot a cura di ALLTHINGSTuscany, il Social Media Team della Destinazione Toscana – Un progetto di Fondazione Sistema Toscana.. Read more »

In Italian


Mobile innovation for tourism. The web plays an essential role in the search for the perfect holiday destination. But what happens when you get to your destination and the internet connection is not always available? GoodBarber is a DIY platform which allows you to create rapidly and simply a fantastic mobile application for iOS and.. Read more »

Creating an online bookings portal is worthwhile. We’ll convince you of this by sharing

Does it still make sense to launch a bookings portal in a market dominated by the OTAs? We will analyse some success stories, showing you how it is possible to profit from a portal, by uniting tourism operators, choosing the correct sales policies and investing in the local area and the tourist travel experience. We.. Read more »


Voices inside my head

In English [with simultaneous translation]

The voices we have inside, above and through our heads, the voices of our mobile phones. We take a look at the remarkable research of Criteo and attempt to analyse, understand and discuss it.

Read more »

Keynote + Talk:
Daniele Beccari (Criteo)
Ghassan Teffaha (Amadeus)
Lorenzo Lanati (Tripadvisor)
Philip Wolf 


TripAdvisor. The World of

50 minuti dedicati all’universo TripAdvisor.  I nuovi trend individuati dalle loro ricerche (mobile, connected travelers, rilevanza crescente della destinazione, viaggi internazionali e altro), i nuovi studi sulla rilevanza della reputazione, sulla connessione tra hotel engagement e hotel performance (anche in termini di roi), e infine le azioni che influiscono positivamente sull’engagement. Keynote SpeakerGianluca Laterza – Territory.. Read more »

DMOs. The show must go on

5 reasons why the DMOs we know are useless organisations. 10 reasons why the functions of DMOs are more important than ever. In the past 10 years, new technologies and the economic crisis have overturned the marketing of tourist destinations. The services traditionally provided by DMOs are now offered more effectively by the market: the.. Read more »

In Italian

TERRE di PIERO – In the steps of the traveling master

BTO 2015 hosts the project “TERRE di PIERO – IN THE STEPS OF THE TRAVELING MASTER”, promoted by four regional tourism bodies [Tuscany, with Toscana Promozione, the Marche Region, Umbria and the Emilia Romagna APT]. What we aim to understand during this session is how the ecosystem of a tourist destination – operators, governance, collective.. Read more »

In Italian

The frequencies of hospitality for all: let’s tune in. The communication of complex systems

Communication is a complex thing, even more so if the interlocutors communicate in different ways, albeit using the same language. How can we tackle communication for all: is it a paradox or an achievable aim? The time has come to address the question and find solutions. Organised by the Committee for the Promotion and Support.. Read more »

In Italian

Design and tourism: how can they work together?

Design can make the difference by improving the performance and positioning of a tourist business in a crowded market where it is extremely difficult to stand out. But other elements are needed to sustain that difference: and Synchronicity between these is essential in order to maximise the efforts of the entrepreneur to understand these new.. Read more »

In Italian

Notes of digital coaching

The secret is not to chase after butterflies but to cultivate our garden: notes on digital coaching. E-mails, sponsored posts, WhatsApp notifications and tags are common in our everyday experience, but how many of them are really welcomed and relevant for us? The flourishing of numerous sharing tools has turned our interlocutors’ attention into a.. Read more »

Too much information

In English [with simultaneous translation]

Big data in tourism & metasearch travel behaviors of Europeans.

Everything you should know about travel habits and trends when planning a trip and searching for a hotel room through the metasearch. How these huge amount of travel information get produced and handled? Big data in Tourism can really tell everything needed?

Exclusive research by trivago for BTO 2015 to know more about Big Data in the metasearch world.

Read more »

Keynote + Interview:
Giulia Eremita e Sidney Burdick (Trivago)
Giancarlo Carniani

E-GAL: how is Green my valley. Special Guest Runtastic

Speaker d’eccezione, intervistata da Stefano Landi, sarà Beatrice Ferri, Marketing & PR Manager di Runtastic, la popolare APP dedicata agli sportivi, che vanta 150 milioni di download e 75 milioni di utenti.  Abbiamo voluto portare la testimonianza di Runtastic a BTO 2015 perché crediamo che il turismo attivo rappresenti uno dei filoni su cui si.. Read more »

In Italian

Marketing and profiling in the age of privacy

The presentation will discuss the new management models for digital marketing, with particular reference to profiling, big data and the rules to follow based on the “Privacy by Design” and “Privacy by Default” paradigms, and thence to the forthcoming European Privacy regulations. Keynote Speaker Monica Gobbato – LawyerRead more »

Best Western Hotels & Resorts: brands and the new business opportunities

The transformation of Best Western goes beyond a rebranding: it’s a renewed product positioning aimed at guest satisfaction, and it constitutes an opportunity for hotels to create successful structures in terms of quality, brand recognition and distribution, in order to grow in value in the long term. Keynote Speaker Giovanna Manzi – CEO Best Western.. Read more »


Truth hits everybody

In English [with simultaneous translation]

Instant Booking on a platform such as Tripadvisor threatens to change the usual procedures for online booking. Large companies such as Marriott welcomed it immediately, others, like, have taken a while to get used to it. Is the Tripadvisor model stronger than ever? There’s a world beyond reviews.

Read more »

Thomas Landen (Revinate)
Helena Egan (Tripadvisor)
Yahya Fetchati (Bookassist)

Lazio4innovators; start up e turismo, smart sinchronicity

Una piattaforma innovativa che permette di pianificare il tuo viaggio partendo dal budget a disposizione. Un’altra che mette in network ecommercializza l’offerta turistica diincoming della regione. Ed ancora come si può trasformare in maniera rivoluzionaria l’offerta culturale utilizzando le opportunità delle tecnologie di ultimagenerazione;  Ne parleranno tre giovani imprese del Lazio, che hanno il core business.. Read more »

In Italian

The costs of distribution

The battle for online visibility is increasingly fierce, with ever-growing fronts to be guarded, and search forums multiplying in a thousand channels which are hard to keep track of. The major OTAs are becoming search engines for the sector. In 2016, will it cost more to use intermediaries, or is it better to disintermediate? Introduction,.. Read more »

Short Stories dalla Toscana

Short Stories dalla Toscana, SEI storie con SETTE/OTTO minuti a testa di narrazione dell’idea, della genesi e di come ha preso corpo e soprattutto quale rapporto con gli altri attori della Destinazione: è quest’ultimo punto che a noi interessa indagare. Introduzione, moderazione e conclusioniLara Fantoni Sara Nocentini  Le storie, in ordine sparso Comune di SienaSpeaker Assessore.. Read more »

In Italian

Dinner at the Museum

Il Social Eating arriva al museo.  Alla scoperta di un modo nuovo di vivere un bene culturale da parte della cittadinanza e dei turisti connettendo il meglio del mondo enogastronomico e culturale locale.  Il racconto di come i migliori chef stellati di Torino hanno cucinato all’interno di Palazzo Madama per una serie di eventi di.. Read more »

In Italian

Beyond disintermediation: OTAs at the service of hotels

La disintermediazione è un concetto antiquato, stantio e antieconomico, su cui vengono costruite strategie in pieno e palese conflitto con le OTA.  Esistono metodologie pensate per trasformare una guerra persa in partenza in una partnership vincente.  E remunerativa. Keynote SpeakerItalo Paltrinieri – Hotel senior Consultant & Revenue Advisor QNT Interactive Read more »


When the world is running down you make the best of what’s still around

In English

The Uber phenomenon has literally thrown the online world and the world of transport into turmoil with its quotations and a business model everyone is copying. We try and understand this phenomenon, through an interview by Philip Wolf.

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Tomaso Rodriguez (Uber)
Philip Wolf


Future traveller tribes 2030. What will tomorrow’s travellers be like?

Gli oltre 1,8 miliardi di viaggiatori previsti per il 2030 sceglieranno destinazioni e tipologie di viaggio sulla base delle loro caratteristiche personali e delle aspettative che ripongono nell’esperienza che andranno a vivere.  Amadeus farà fare un salto nel futuro per conoscere come cambieranno i comportamenti, le abitudini e le tecnologie più utilizzate dai viaggiatori.  Ci.. Read more »

Scleromarketing, with Tiziana Tirelli and Luciano Ardoino

A round-up of advertising campaigns for tourist destinations, gems collected over the years by two of the web’s most loved/hated polemicists.A session to be taken extremely lightly, a promise of 50 highly entertaining minutes and nothing more. Or who knows, maybe Scleromarketing will leave the audience with something. Introduction, moderation and conclusionsRobert Piattelli – Co-founder.. Read more »

In Italian

DMR digital marketing for restaurants: e-commerce and mobile

Strategie, tattiche, strumenti e buone pratiche per ottenere più coperti e più ordinazioni per il tuo ristorante, nell’era degli smartphone. Direttamente dall’esperienza dei due autori del libro “Ingredienti di Digital Marketing per la Ristorazione”, Nicoletta Polliotto e Luca Bove. Per la Ristorazione alberghiera, il ristorante stand alone o la catena ristorativa. Per creare una nuova.. Read more »


How can you measure a blogger?

Con 152 milioni di blog su internet e uno nuovo creato ogni mezzo secondo solo il 16% delle organizzazioni che operano nel settore turistico sta già collaborando con questi storyteller.   La bolla potrebbe scoppiare, ma da sempre abbiamo bisogno di farci rapire e ispirare dal racconto e quindi con tutta probabilità la sua crescita sarà.. Read more »

Tourism photo emotions. Getting excited with 2.0 photos

“A volte c’è un’unica immagine la cui struttura compositiva ha un tale vigore e una tale ricchezza e il cui contenuto irradia a tal punto al di fuori di essa che questa singola immagine è in sé un’intera narrazione.” Henri Cartier Bresson, fotografo Keynote SpeakerAnton Sessa – Founder FassaCom e appassionato di fotografiaRead more »