March 20th [Day ONE]

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BTO11 | RIGHT HERE, RIGHT NOW.
DAY ONE - MARCH 20TH 2019, WEDNESDAY


 09:00

How Tours & Experiences shape Destinations today

How big is the phenomenon of the distribution of tours and experiences?

Why is everyone investing on these platforms, and what is the outlook for the market?

How are destinations taking advantage of experiential content to create and strengthen their brands?

Intro | Moderator:
Emma Taveri DestinationMakers

Speaker:
Andrew Aley TripAdvisor
Caterina Manzi AirBnB
Tommaso Peduzzi TrekkSoft

Booking and Advertising Online: does booking and advertising go where the shopper goes?

With Netcomm and Nielsen, we take stock of the state of the art of the main investment activities on the web to make travel companies and destinations understand where to intercept the digital traveller… Read more »

 10:00

Food Destinations in the Digital Age

Focus on some of the most innovative food and wine tourism strategies and the most advanced experiences in the use of technology and digital tools by the destinations and their supply chains (restaurants, hotels, chefs, producers and guides).

We will ask ourselves which direction the technology is taking and which segments can be applied, as well as what its added value is in promotion and more.

Intro | Moderator
Maria Elena Rossi ENIT Agenzia Nazionale

Speakers:
Maria Mihaylova Heineken Experience
Mariagrazia Falcone Ente Nazionale Israeliano del Turismo
Matteo Prato Tourism Australia

Hosting, and how the Holiday Rental market is changing

Will holiday rentals reach a higher level of service digitisation than more traditional accommodation?
How is the Italian host market equipping itself, from the most traditional hosting services to property managers?
A journey through the services and processes of non-hotel accommodation, from an increasingly global and scalable perspective… Read more »

Does the future of search advertising lie in metasearch engines?

Research is becoming increasingly vertical and metasearch engine campaigns are starting to become accessible to the majority.
How do you rethink your own adv keywords strategy in light of this and which differences need to be taken into consideration? What is most useful?.. Read more »

 11:00

Does Hospitality go AI? Experiences from the “Battlefield”

Conversational AI, such as chatbots and voice user interface (VUI), may not be yet perfect technologies but they are definitely more than real and, even more important, they are constantly perfecting and they are learning from us… humans. Big firms like Google and Amazon are also betting tons of billions on them.

But how did it go so far in the hospitality? Chatbots have been tested since a while, voice assistants in-room are just at the beginning.

Nice-to-have things or could these new channels become the preferred way for hotel guests to address questions, give commands, share complains and even making reservations?

Some international hotel chains and agencies have already invested time, money and resources on it and they will share outcomes, findings and even their "epic fails".

Moderator:
Giulia Eremita BTO Ambassador

Speaker:
Giovanna Manzi Best Western Italia
Charlie Cadbury Say it now

Multimedia Narration and Digital PR in Tourism

Each day, travel magazines receive an average of 80 press releases, of which only around 2% are actually used and published.
The press releases are about products, services, experiences and destinations, all looking to use the media (paper and digital) to reach the right target, arouse interest and appear memorable and recognisable in the eyes of….. Read more »

The use of Food & Wine becomes increasingly SMART

How are offer and behaviour changing thanks to digitalisation and the most advanced innovation?
Keynote Euro Beinat
Machine Intelligence and the growth of physical platforms
After the digital platforms that we all know (for example: social media and reviews) that have become widespread to the maximum level and with selective saturation, Physical….. Read more »

 12:00

WI-FI Hotel: Wi-Fi and Marketing Automation at work in the hospitality industry

WI-FI Hotel: Wi-Fi and Marketing Automation at work in the hospitality industry
How to generate more revenue and get a better online reputation… automatically. During the seminar we will find out the 4 features of any hotel WiFi system that generally go unnoticed, that can be exploited to generate additional revenue up to thousand Euro per….. Read more »

In Italian

Travel Appeal: [True story] From the passing customer to the loyal guest, leverage data and take advantage of client reviews to improve your offer

In an evolving hospitality’s scenario, with new technologies, sources of information and of sharing, are exponentially growing data on the customer, on his purchase preferences and habits.
The reading and management of these information becomes increasingly crucial.
Based on a true story, we will turn the floor directly to those who take care of hospitality day….. Read more »

TripAdvisor in 2019

On 13 November last year, TripAdvisor announced a raft of new features internationally and in 28 languages.

The world’s leading travel portal is changing face and bringing in new functions, in what is much more than a simple restyling.

Summing up.

Speaker:
Martin Verdon-Roe TripAdvisor

 14:00

HotelTech2020: why and how the role of technology in Hotels is changing

The growing role of technologies in Hotels.

The problem of choice in the face of a market that offers more and more technological solutions.

Aspects to consider, comparison metrics, exchange of information between systems, new trends.

In-depth analysis with the main players involved.

Keynote Speaker | Intro:
Massimo Caria Tooly.tips

Discussant:
Carlo Fontana Hoxell
Margaret Ady apaleo
Martin Soler Soler & Associates

Moderator:
Simone Puorto Simone Puorto Consulting

SMART DMO

Managing destinations in a “smart” way means tackling innovative management models that are capable of generating effective service integrations.
The Internet can simplify relationship models and provide data and tools capable of making territorial governments increasingly intelligent and responsive.
Thanks to some examples of good practices, let’s reflect upon the relationship between governance and digitalisation of….. Read more »

SEO for Hotel

SEO auditing, SEO+UX, SEO landing pages/mobile SEO.
More advanced tools. After an introduction by Luca Bove on Google Maps marketing for Hotels, Marco Volpe will talk about how to do Search Engine Optimisation for tourism, which goes far beyond title, meta and link building.
In order to intercept the conscious demand of a potential guest, you….. Read more »

Digital learning

Technical training and learning systems, the digital revolution in the continuous development of skills.
Innovative training and promotion models, including e-learning, blended learning, bite-size training with focus on embracing new markets.
Presenting a continuous training model for employees of companies in the sector capable of contributing to the innovation of processes and products; promoting collaboration between….. Read more »

Friuli Venezia Giulia “Social Ambassador” project: driver for authentic bottom-up experiential tourism

How can a citizen, fond of his territory, intercept market niches similar to his interests and effectively promote his land even on the other side of the world, generating a result in terms of (destination) awareness and above all income?
Let’s talk with the players of the blog www.fvglivexperience.it, two years after its launch, about the….. Read more »

In Italian

SITEMINDER: Paint your clientele’s picture to take your business to the next level

In a world where travelers are more and more sophisticated and informed, it is important that your hotel focus its attention to the guest.
Take part in the SiteMinder discussion to understand what your customers want and the strategies you can use to get closer to them.
SiteMinder’s Product presentation.. Read more »

 15:00

Innovation ecosystems in tourism

Voyager HQ from New York is one of the special guests of BTO11: their mission is to putting start-up companies in contact with business partners and investors, with the goal of creating value in travel.

This slot represents an opportunity to compare innovation ecosystems.

Moderator:
Giovanni Liberatore Università degli Studi di Firenze

Speaker:
John Matson Voyager HQ

Discussants:
Laura Scaramella INVITALIA Ventures
Antonio Perdichizzi tree

Wearing Tourism: wearing the tourism experience

In the coming years, the tourism experience will become richer and completely revolutionized in all its aspects, as new technology and devices offer us the chance to interact with our surroundings.
The Internet of Things and wearables are now firmly established in many sectors (from home automation to biometric fitness sensors), and new experiments are already….. Read more »

Nozio: The impact of Wholesalers on the Hotels direct sales

A seminar focused on what is called "the biggest issue in hotel distribution in 2019". We will analyze different distribution strategies and explore new way to increase direct sales, through predictive advertising campaigns leveraged by user generated insights.
In this convention we’ll go through some of the most interesting tech & strategy trends in on-line hospitality….. Read more »

 16:00

Mobile Booking is sexier that ever

One of every two users chooses their hotel on their mobile and is also learning to purchase their holiday on their mobile, the performance of which is now excellent.

That’s why we must never lower our guard, especially at this moment in time.

Starting with the data from the Bookassist observatory and with the contribution of Travel Tripper, it is clear that the perfect time to invest is now.

Intro | Moderator:
Giulia Eremita BTO Ambassador

Speaker:
Furio Gianforme Google
Des O’ Mahony Bookassist
Steffan Berelowitz Travel Tripper

The lowdown on Influencer Marketing

VIP influencers, brand ambassadors, or just normal people? Communities or individual content producers?
How to identify the right people to give voice, body and soul to tourism brands, influence consumer choices and improve turnover.
Strategies, metrics, budgets and measurement tools to offer a down to earth approach to influencer marketing… Read more »

Why a destination strategy?

Paolo Grigolli and Pietro Beritelli – Why a Destination Strategy? The Trentino case
Luca D’ Angelo – From flows to design experience: the creation of the Paganella Bike Destination.
Sabrina Pesarini – From the product to the content to the customer: Trentino’s digital strategy… Read more »

Tech innovations with customer experience and storytelling in food and wine locations

A Keynote by Roberta Garibaldi on a set of case histories collected around the world, from New Zealand to Argentina.
With examples of the application of VR, robotics, holograms, biometrics, chatbots, … at food tourism locations… Read more »

OK HOME: Digital Hospitality. The Definitive Solution for short term renting

Properties management for short periods its complex and takes huge efforts an Labour, espycially because of the high guests rotation and all the burocracy attempts, the results that needs hope cost of management and time efforts.
OK HOME is an innovative system ,the only system who can remotely control your property without any fisical human presence….. Read more »

In Italian

Webperformance: an efficient BrandFormance strategy for your business

Are you sure that the best idea is to completely delegate your online reservations to third parties?
An efficient brand awareness strategy can help you get a considerable amount of reservations directly to your website. Through data analysis you can get all the information you need to create the right message for the right audience, at….. Read more »

 17:00

SMART China

Over the next few years, China will become the number one tourist destination in the world, overtaking Europe and, at the same time, it is one of the world leaders in digital innovation.

Together, we will explore how Chinese demand is changing, how the internal tourism system is being organised and what strategies Italy can put in place to become increasingly attractive to the millions of travellers who arrive and will continue to arrive from this great country.

Intro | Monderator:
Nicola Bellini Scuola Superiore Sant’Anna Pisa

Speakers:
Kevin King Shiji Group
Weijun (Roger) Qiu Ctrip
Guillaume de Roquefeuil EuroPass

End-to-end distribution, the end for intermediaries?

End-to-end technologies in tourism and multi-product sales, such as the online sales system for airlines and agencies.
Explain the implications for the tourism business in the new distribution modes (everyone can potentially sell everything). What can already be done. Will the intermediation system be jeopardised?.. Read more »

You are in March 20th [Day ONE], see March 21st [Day TWO]