Synchronicity I
In Italian
The launch of BTO gives an overview of this year’s 7 topics.
A musical opening during which Gigi will help us to explain why ‘Synchronicity’ and why the 7 main topics were chosen.
December 2nd [Day One]
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REWIND BTO 2015
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09:15
09:45
Recounting an event on Instagram: who, what, how and why
Consigli, step operativi e case history. Cassetta degli Attrezzi di Instagramers Italia, l’Associazione di riferimento per gli Instagram addicted e per gli amanti della iPhoneography, della Mobile Photography e delle app fotografiche.Read more »
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 »
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 »
TrustYou
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 »
14:20
UniCredit
Product Presentation di UniCredit S.p.A.Read more »
Murder by numbers
In English [with simultaneous translation]
We kill you with numbers.
We bring you up to date, with the 15 most important online happenings in the last year.
A four-hander with Philip Wolf.
Millennials on the run: no, they’re travelling
A portrait of a generation making a living in the world. Speaker Monica Fabris – President EpistemeRead more »
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 »
Signori del Vino [I]
In collaboration with “Signori del Vino”, the television series co-created and hosted by Marcello Masi, Director of TG2.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, Booking.com, 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 »
Man in a suitecase
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 Booking.com and Expedia. With Airbnb is April Rinne, one of the world’s leading experts on the Sharing Economy.
SI Hotels: a new design for italian hoteliers
The story of a new enterprise created by hoteliers for hoteliers. An innovative approach to the hospitality business, through the creation of a network open to all Italian hoteliers to develop specific solutions and increase the sector’s competitiveness. Keynote Speaker Gianfranco Castagnetti – President of SI HotelsRead more »
(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 Booking.com-Expedia 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 »
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 »
Start saving now. Come and listen us, it’s free
If you’re a hotel, then we are the digital strategy partner you need.We partner with hotels to drive direct business to your website, capture bookings with world class booking technology and help you in your online distribution and ensure you grow your margin per booking. Speaker:Alberto Recanatesi – BookassistRead more »
Every little thing she does is magic
It’s irrefutable that every little thing Facebook does is magic.
Facebook’s head of European Travel explains why this is, in response to questioning by Tnooz. .
Keynote + Interview:
Dorianne Richelle (Facebook)
Martin Cowen (Tnooz)
Aeropolis
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 »
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 »
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 »
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 »
From Booking Engine To Booking Generator
The booking engine has undergone many developments that have developed it, transforming it from simply a conversion tool to a real distribution channel, that can generate bookings and increase the direct revenue of accommodation facilities. The Nozio Booking Distribution System is an innovative online reservation system concept.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 »
Oracle Hospitality
Product Presentation di Oracle HospitalityRead more »
The frequencies of hospitality for all: let’s tune in. Instructions for use
We need to find the common wavelength for the new frontiers of hospitality for all, and to do this we can start from the mistakes that are all too often and clumsily made, in order to respond to the requirements of clients with specific needs. And so, how many of our beliefs are actually valid?.. 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.
Can’t stand losing you
In Italian
We were on the verge of losing lastminute.com 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..
Keynote+ Interview:
Fabio Cannavale (lastminute.com 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 »
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 »
Hoxell
Product Presentation di Hoxell. Speaker:Carlo Fontana – Founder HoxellRead 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 »
Wrapped around your finger
In Italian
It’s been an interesting year for Google, particularly with the arrival of ‘Google Instant Booking’. Will it change the world of distribution? After Hotel Finder, we find out how Google is becoming more directly involved in travel brokerage.
SI Performance: Big Data at the service of the hotel results
New tools and know-how to guide management strategy and improve hotel results by taking control of data and using it as a stimulus to grow the business. Keynote Speaker Stefano Borelli – COO SI Hotels TBA – Politecnico di MilanoRead more »
15:20
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?
Hypermediation
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 [sotn.it / @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 »
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 »
16:10
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 »
GP Dati
Product Presentation di GP DatiRead more »
Simple Booking
Product Presentation di Simple Booking by QNT HospitalityRead 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 booking.com model?
Keynote + Talkback:
David Turnbull (Snapshot/CitizenM)
Jan Tissera (TravelClick)
Jean Luc Chretien (Accor)
Giancarlo Carniani
The Hotel Pricing in a “post Parity” world Viewpoint on the future of Hotel Distribution
Duetto e Simple Booking condividono esclusivi dati di mercato e strategie concrete per affrontare il post-parity a testa alta. Keynote SpeakerAlex Barros – Vice President of Sales EMEA Duetto ResearchSergio Farinelli – CEO Simple Booking-QNT HospitalityRead more »
Digital public administration and tourism: can bureaucracy be innovative?
Keynote Enrico Belisario – Member of the permanent Working Group for Innovation and the Italian Digital Agenda Introduction, moderation and conclusions Roberta Milano – Scientific Committee BTO 2015Read more »
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 »
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 »
ReviewPRO
Product Presentation di ReviewPRO Speaker:Wilma Vanni – Sales Manager Italia ReviewPRORead more »
Zeppelin Group
Product Presentation di Zeppelin Group.Read more »
Facebook: essential steps to an effective presence
The opportunities offered by Facebook for anyone in the travel industry: from creating a page to managing content, advertising to measuring results, with a specific focus on tourism. Francesca Capobianchi – Community Engagement Market Lead FacebookRead more »
17:00
Walking on the moon
In Italian
An excursion into some of the technologies that will revolutionise our way of viewing and analysing data. All are technologies already in existence, which just need to be “synchronised” with our everyday working methods.
What can I do with Twitter?
Tra stelline, cuori e hashtag, le basi per conoscere la piattaforma di microblogging in 140 caratteri (per ora) e capire come usarla al meglio nel turismo e per parlare di noi con i viaggiatori. Keynote SpeakerBarbara Sgarzi – Docente universitaria, giornalista e consulenteRead more »
Signori del Vino [II]
In collaboration with “Signori del Vino”, the television series co-created and hosted by Marcello Masi, Director of TG2.Read more »
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 »
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 »
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 »
Tourism among Big and Small Data
The narration of data, from behaviour analysis to niche influence. Keynote Speaker Giovanni Boccia Artieri – Docente Ordinario Facoltà di Sociologia dell’Università degli Studi di Urbino Carlo Bo TalkbackModerationAlessio Jacona – Giornalista freelanceGuestPiero Tagliapietra – Digital StrategistRead more »
Encourage client loyalty and increase bookings
Strategie e strumenti per il ristoratore. Keynote SpeakerAlmir Ambeskovic – Country Manager The ForkRead 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 »
