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 »
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BTO11 | RIGHT HERE, RIGHT NOW.
DAY ONE - MARCH 20TH 2019, WEDNESDAY
How to identify KPIs in your data analytics and read them as insights, then make decisions based on them… Read more »
Open Systems: reflecting on the technological transformation that is affecting the hospitality world and some thoughts on avoiding bad choices.
Product Presentation by 5stelle*.. Read more »
How to identify your typical customer and build a coherent and effective content marketing strategy, to be developed in the most appropriate formats and channels… Read more »
Demonstrating, also through the use of concrete cases, that AI is a valid support for getting to know and predicting the behaviour of tourists (behavioural knowledge), optimising customer service and developing conversational commerce systems… Read more »
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 »
From a one nights stand to a long-lasting marriage.
Join us to discover how to build a strong, personalized relationship with your client, through the optimal use of data.
Presentation by TravelClick.. Read more »
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".
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 »
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 »
Martin Verdon-Roe TripAdvisor
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 »
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 »
How do I plan a digital marketing budget for a hotel, looking for the best balance between OTA and direct marketing? Models for tracking digital performance for hotels.. Read more »
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 »
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 »
In the aftermath of the Marriot Starwood data theft, this is an increasingly hot and interesting topic… Read more »
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.
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 »
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 »
After an introduction by Luca Bove on Google Maps Marketing for Tourist Destinations, Alessandro Binello will talk about Search Engines for Destinations: tips and strategies to optimise presence and mistakes to avoid… Read more »
BTO11 | RIGHT HERE, RIGHT NOW.
DAY TWO - MARCH 21ST 2019, THURSDAY
Booking.com, CISET and NeuroWebDesign together, to examine in depth the theme of user experience and the best neuromarketing techniques that allow us to optimise a website.
Together, we will analyse all the typical steps in the purchasing process, highlighting the emotional involvement of the user and how to detect it in a scientific way.
Texts and….. Read more »
In the hotel industry the fine line between online selling and conventional requests becomes more gray.
Discover how to turn your communication needs into opportunities for sale.
Google has changed online sales dynamic by setting the focus on visibility as a service against remuneration.
However, there is still a corner left where to dialogue with all….. Read more »
The increase in booking channels available to customers and touch points with the hotel, together with the diffusion of management software generally not well integrated, determine the existence of data silos potentially rich in information, such as inaccessible diamond mines and difficult to exploit.
However, the right management and business intelligence methods and tools allow to….. Read more »
They say that 2019 will be the year in which many of the blockchain initiatives will emerge from their testing phase and take shape.
Yet some doubts still remain, concerning the costs vs. the benefits of adopting this technology, its multiple fields of application and whether or not tourism is the most appropriate industry for this decentralized model and tends to be the safest for conceiving and using registers and contracts.
Whether it is the traceability of a booking, the ID of a passenger or a piece of baggage, just like a transnational payment, the blockchain makes the exchange of a chain of information possible and accessible to everyone, with numerous advantages for the traveller as well as for the tour operator.
Will this really be the year in which the tourist marketplace finds a designated use of the blockchain?
What form is it taking in this industry of ours? We are discussing this with some of the most committed players on this front.
What happens if you publish or purchase fake reviews? Ruling by the Court of Lecce confirms that this action amounts to a criminal offence. Let’s do some summing up… Read more »
A tool as powerful as underestimated.
Find out how to turn it into a business source for your hotel using few simple steps.
Presentation by Evols Gruppo TeamSystem.. Read more »
For the choice of a museum or of a cultural experience, online content and digital reputation are also factors that define expectations and influence the choices of potential visitors.
It therefore becomes particularly important to understand what the digital positioning of each cultural attraction is and open a window on this dimension with the goal of….. Read more »
Today, the customer journey is increasingly fragmented and differentiated and, for any activity, it is essential to identify and develop its competitive advantages and bring the customer personas into focus, in order to understand how to use online and offline channels in a strategic way.
Enrico Marchetto, Veronica Gentili and Alessandra Farabegoli will conduct an excursus….. Read more »
Today as never before, hotels’ technology and automation make a difference.
Find out how the simple adoption of certain tools can make hotel’s communication much more efficient.
Presentation by Oscar WiFi.. Read more »
In the last decades the travel industry has changed with unprecedented speed; in this context it is fundamental to understand the software tools at the base of modern hotel management and to analyze how these should be used in order to automate and simplify hotel business processes.
Slope’s Product Presentation… Read more »
Planning a programmatic advertising campaign offers the advantage to optimize digital investments, reach – via the power of data – the right users (both online and offline), control the exposure frequency of the ad.
In this workshop we will see how to build a programmatic campaign integrated in mobile and Out Of Home altogether.
We will….. Read more »
Do you need Book on Google?
What do you know about Booking.Basic?
Why do your cancellations are increasing?
Bookassist answers these and other questions!
Presentation by Bookassist.. Read more »
Presenting the smart museum as a result of the fusion between creativity, new technologies and managerial innovation processes.
The opening speech was by Arvin Sanjeeev, winner of the 2018 Playable Museum Award at the Marino Marini Museum in Florence, followed by Fabio Viola with Gaming and Museums: the Taranto Case, Riccardo Napolitano: the HoloLenses and Sergio Riolo Il Cartastorie from the Banco di Napoli Archives.
Arvind Sanjeev Playable Museum Award 2018 Museo Marino Marini Firenze
Intro & Moderator:
Patrizia Asproni Fondazione Museo Marino Marini di Firenze
Fabio Viola TuoMuseo
Riccardo Napolitano arm23
Sergio Riolo ilCartastorie | Museo dell’Archivio Storico del Banco di Napoli
The modification and broadening of the definition of online booking in the EU Directive on packages, in light of the first practical implementation of the Commission’s directions.
.. Read more »
What does a tourism start-up company really need when moves from the idea stage to the market?
What are the difficulties it faces and what help does it need?
It is the Tourism Start-up Association that will be telling us about it and, on the occasion of BTO11 | Right here, right now STARTUP SCHOOL, will….. Read more »
How the integration between territorial destinations and digital and innovative start-up companies can build a smart tourism product.
The goal of the integrated system is to intercept a demand for tourism, based on the variables of well-being and sport, that can provide positive results in terms of new market segments and, at the same time, offer….. Read more »
Digital solutions for the promotion of Italian tourist destinations in China, visibility for brands, companies and accommodation facilities wishing to enter the Chinese market, direct purchase, also from China, of tourist services payable by mobile payment.
The Vento d’Italia case: the WeChat platform for welcoming Chinese tourists… Read more »
A far cry from that Italy that still talks about seasonal adjustment at conferences, as if it were an ever-valid mantra for gathering the consensus of tour operators, there are companies and governments that invest to make the management of the territory (and, consequently, of tourism) increasingly efficient.
Cameras that recognize micro-expressions, in order to understand….. Read more »