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.
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09:15
09:45
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 »
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 »
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 »
10:40
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 »
(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 »
11:30
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 »
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 »
12:20
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 »
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 »
14:20
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 »
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 »
15:15
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 »
16:10
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 »
17:10
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 »
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 »
09:20
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 »
10:15
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 »
11:10
Happiness
Carlin Petrini in unincontro con il pubblico di BTO 2015, intervistato da Marcello Masi. IntroduzioneRoberta Milano – Coordinatrice delpalinsesto scientifico Italia di BTO 2015 IntervistaMarcello Masi – Direttore TG2, co-ideatore dei Signori del Vino di RAI2 Ospite SpecialeCarlin Petrini – Founder Slow Food Read more »
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 »
SHIFT, la Track
Prosegue in Side TWO di BTO 2015 il percorso SHIFT, iniziato il 1° dicembre con l’Hacktravel promosso da Fondazione Sistema Toscana e Travel Appeal. Primo dei due appuntamenti in Side TWO di BTO 2015Read more »
Guest esperience
Guest experience dal creatore di Hoxell. Speaker:Carlo Fontana – CEO HoxellRead more »
14:20
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 »
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 »
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 »
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 »
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 »
Roma caput web?
Italy has been the cultural centre of the western world at many times in history, and its astonishing culture, art and tourism is evidence of this. How can technology restore to the centre of world attention a country that in 1960 attracted 1 in 4 tourists and today attracts 1 in 25? The advent of.. Read more »
Digital hospitality starts at home
Different experiences compared in order to reflect on a common question: how to align digital communication with the experience on offer and how to attract the right clients, the ones who will be so happy with us that they’ll come back and bring their friends. Keynote Mafe De Baggis – Co-founder Pleens Talkback Alessandro Di.. Read more »
15:20
Stefano Quintarelli: innovation and technology as marketing stimuli for Italy
KeynoteStefano Quintarelli – Presidente Comitato di indirizzo dell’Agenzia per l’Italia Digitale Introduction and conclusionsRoberta Milano – Scientific Committee BTO 2015Read more »
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 »
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 »
Rough seas? How the tour operators navigate in the online world of 2015
The ETOA is at BTO 2015 with a session to examine the relationships between Tour Operators and the online world, and between Tour Operators and Hotels. Keynote Speaker Nick Greenfield – Head of Tour Operator Relations ETOA – European tourism associationRead 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 »
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 »
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 »
16:10
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 »
SHIFT, la Track
Prosegue in Side TWO di BTO 2015 il percorso SHIFT, iniziato il 1° dicembre con l’Hacktravel promosso da Fondazione Sistema Toscana e Travel Appeal. Secondo dei due appuntamenti in Side TWO di BTO 2015Read more »
