All in the Fortezza da Basso, between the Cavaniglia pavilion and the first floor of Spadolini.
In the Main Hall [about 500 seats] simultaneous translation.
You are in Day TWO, click here for Day ONE.
Day TWO, Friday, November 30nd
Morning session
9.00 am
9.00 – 10.15
Main Hall
Social Media ROI – Riuscire Oltre l’Impresa [To succeed beyond business]
After three years of the great explosion of social media is it possible to measure its real impact in terms of reservations?
Keynote + panel discussion
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Coordination and scenario keynote:
Vincenzo Cosenza, BlogMeter
In the panel discussion:
Mario Jobbe, Brand Karma
Diego Orzalesi, Hootsuite
Denis Kondopolous, Naxtech
Joanna Matloka, 77Agency
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9.15 – 10.15
#1 Scientific Hall
Under promise – over deliver. Is it rewarding?
Panel discussion
The hotel operator will be ever more occupied on “tariff fronts”, and must always be more careful about the politics of price. Under promise – over deliver, the wow effect, a pact with guests: what is the level of balance between promise and the highest possible tariff? How to find the right level that allows giving the wow effect to the guest and at the same time guarantee the hotel operator the entire margin that is deserved? Can the Internet help us in this?
Coordinator Chiara Maioli, BTO – Buy Tourism Online and Robi Veltroni, Officina Turistica
Panel discussion:
Ciro Gechelin Minube, Carlo Fontana HGRM
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9.15 – 10.15
#2 Scientific Hall
Spaghetti, chicken, a small salad…and a cup of coffee
Panel discussion
Enogastronomy, a time-honored theme in Italy. Books, guides and relative consolidated rankings of restaurants and wines. After hotels, now social networks and review sites, TripAdvisor especially, heavily impact even the restaurant business. How is the sector reacting?
Coordinator Carlo Vischi, Malvarosa Edizioni
Panel discussion:
Barbara Sgarzi journalist and blogger, Teresa Severini Lungarotti, Giuseppe Di Martino Pastificio dei Campi, Diana Frescobaldi Consorzio Laudemio, Mauro Carbone Ente del Turismo Alba Bra Langhe e Roero, Andrea Gori Restaurant Burde & Blogger e Natascia Santandrea Restaurant La Tenda Rossa
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9.15 – 10.15
#3 Tool Box
Google Webmaster for dummies
How to install and configure a tool for having an accurate diagnosis of your website’s health and of the efficacy of its search engine optimization. We’ll discover how Google sees your site, diagnoses problems, identifies your internal and external links, shows search words that generate more clicks and assigns authority to your content. How to deal with critical situations and how to use the tool for improving our marketing in Google.
Speaker:
Arturo Salerno, consultant and trainer for Web tourism marketing
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9.15 – 10.15
#4 Focus Hall
GP Dati :
Online Booking, Channel Management, Revenue & Forecasting: so many high-profile tools totally integrated in one web-based management solution: SCRIGNO
Training Session
Today’s market demands a more aggressive approach in terms of sales but also a more attentive and knowledgeable management that calls for information which is accurate, reliable and timely. Anticipating results in order to intervene in time with suitable tools for better sales: these are the objectives on which GP Dati is centered, one of the principle Italian software houses for the development of integrated solutions.
Speaker: Giuseppe Pellegrini, Sales and Marketing Manager of GP Dati Hotel Service S.p.a
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9.15 – 10.15
#5 Focus Hall
Revinate:
Best practices per rispondere alle recensioni online
Training Session
For the first time, online reviews and recommendations are driving more bookings than either location or price. Your reviews have never been more important in the definition of your hotel. But you don’t have to sit back and watch your reputation get formed. You can play a large role by responding to reviews and engaging with your guests and prospects on the leading review sites and OTAs.
Join Seth DeHart of Revinate for an engaging session that will cover real-life examples and success stories.
You will learn:
• The differences between the review sites and guidelines for responding to reviews
• Best practices in responding to negative AND positive reviews
• Tackling the most difficult issues that come up in reviews
• Putting together an action plan for your hotel
Speaker: Seth DeHart, Director Revinate
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9.15 – 10.15
#6 Focus Hall
Fabapps & Vitrum:
YourWelcome – The virtuale concierge
Training Session
The diffusion of mobile devices has dictated new market rules and has triggered new dynamics within systems of information, consumption and management.
YourWelcome APPlies to the concierge concept the capabilities of new technologies in the hospitality sector, joining the optimizing of hospitality to the participatory involvement of the consumer, in terms of economic savings, energy efficiency and respect for the environment.
The application is able to prefigure and manage an innovative formula of proffered services capable of actualizing the relation between client and hospitality enterprise by way of an operating system that is effective and productive on the business and social levels.
The scope is to offer hospitality companies a tool that is capable of optimizing the quality of reception, with the most advanced systems of customization, and, at the same time, the management of energy consumption with its consequent economic and environmental advantages.
Speaker: Massimo Giani, Fabapps
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10.30 am
10.30 – 11.30
Main Hall
Hotel platform: talk about with us
It cannot be denied that the online market has eroded the traditional market for travel agencies, not to mention that of tour operators. And yet something moves—there are still those who experience success and who find new ideas, above all with regard to business travel and in new methods of payment.
We’ll learn how to debunk commonplaces and take advantage of opportunities.
Panel discussion promoted by:
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Coordinator:
Dario Vergassola
Speakers:
Simone Frigerio, Frigerio Viaggi
Fabio Giangrande, Albatravel Group
Filippo Marchesi, AirPlus International
Angelo Panzariello, HRS
Umberto Sassatelli Salvadori, Viaggi Salvadori 1929
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10.30 – 11.30
#1 Scientific Hall
If you start me up…
Panel discussion
There isn’t a conference, public assembly, or meeting that does not talk about startups, about how to create the fertile environment in which they can proliferate. We have seen many born and as many die. Those that have succeeded have often been helped by the “American” system. Let’s talk about it with them. And let’s discover how they do it.
Coordinators:
Costanza Giovannini, Fondazione Sistema Toscana
Mirko Lalli, Clouditalia Communications SpA
Panel discussion:
Walter D’Abbicco, Gnammo
Michele Forbicioni, Bid My Travel
Alessandro Sottocornola, GoHasta
Josè Luis Vilar, ChangeYourFlight
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10.30 – 11.30
#2 Scientific Hall
ContactLab:
E-commerce and tourism, an unpublished extract of the research on purchasing behavior by ContactLab
Keynotes
Out of the collaboration between ContactLab and Netcomm, the Consorzio del Commercio Elettronico, came the idea to research the behavior regarding online purchases of Italians, involving the most important merchants in the sector. On the occasion of BTO – Buy Tourism Online 2012, ContactLab presents an unpublished examination of the research, dedicated to users who purchase travel and vacations online.
Who are they?
How do they conduct themselves?
Together we will observe the photography of these users and then linger over the points that the research offers in order to optimize the business of e-mail marketing.
Speakers:
Emanuela Del Forno, Marketing Manager ContactLab
Andrea Franchini, Head of Research ContactLab
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10.30 – 11.30
#3 Tool Box
Travel Bloggers Unite
Umbria ’12
Presented in a packed Focus Hall at the 2011 Edition of BTO – Buy Tourism Online, the Regione Umbria returns with a very interesting analysis of Travel Bloggers Unite, with the results achieved in regional marketing terms after having hosted this meeting last spring.
Therefore, “How to Measure Travel Bloggers ROI”
Speakers:
Oliver William Gradwell,Travel Bloggers Unite
Ciro Becchetti, Regione Umbria
Alessandro Caliandro, Viralbeat
Antonella Tiranti, Regione Umbria
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10.30 – 11.30
#4 Focus Hall
Evols:
PYTHIA, the new forecast observatory for hôtellerie
Training Session
The major part of those who operate in the tourism sector at the national, regional and local level complain about a lack of structured and useful information for directing policies and strategies on the part of the operators.
Now more than ever the development strategies of tourism businesses and the region in which they operate depend on the availability of up-to-date, reliable and detailed data.
To this end, Evols, a company with decades of experience in the development of computer solutions for the hotel industry, in collaboration with the Università degli Studi di Catania, has implemented an innovative model of tourism observatory.
This tool, named Pythia, is capable of supplying information and data not only on the final balance sheet but also on forecasts, supporting strategic decisions of the tourism development of that on which it focuses its analysis (company, group, region, district, etc.). In particular, Pythia helps the work of the Revenue Manager of hospitality enterprises, in order to assess their pricing policies and consequently increase revenue in a more knowledgeable fashion.
Speaker: Benedetto Puglisi, Evols
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10.30 – 11.30
#5 Focus Hall
Simple Booking by QNT [ II ]:
Web Marketing for hotels
Training Session
Every online marketing action of a hotel must be traced in order to verify its performance and above all understand where the hotel revenues are coming from, as well as make effective investments.
The world of web analytics can seem complex and difficult to interpret, for this reason many never consult statistics unless they are very basic;
but behind the numbers there is so much more.
In this training session we will explain to you which data to extrapolate and how to interpret it in order to understand which ad campaigns and marketing actions work and bring more revenue to the hotel, analyzing 3 real case histories.
Speaker: Sergio Farinelli, President QNT
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10.30 – 11.30
#6 Focus Hall
Ideas:
Murphy’s Law of Hotels
Training Session
Murphy’s Law #1: “Anything that can go wrong, will go wrong” is bad enough for everyday life, but Murphy’s Law starts to take over your business, it costs money. Learn about 4 of the most common hotel applications of Murphy’s Law such as: “As soon as you have sold your last room on a particular day, someone else will ask for a longer stay” and “No matter what price you charge, it is always too expensive for some guests, and too cheap for others”. Presented in a fun and amusing way, this training session will show you how to identify if Murphy’s Law is at work in your hotel and teach you strategies and tactics to help you avoid and overcome these costly problems.
Speakers: Brendan May
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11.40 am
11.40 – 1.00
Main Hall
This land is your land…this land is my land
The Internet has revolutionized the tourism market; it’s a well-known fact. But in Italy demand is much more ahead of supply. Italy is increasingly more sought after by the portals of the big OLTA [I Hate High Tariffs]. How is the Public Administration, very much lagging, handling this revolution? And in particular: how does it compare to the exponential development on social media? What are the choices regarding the subject of promo-commercialization? What are the strategies for the future regarding new markets and new tourism?
Panel discussion
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Coordinator Roberta Milano, BTO Educational
Exclusive introductory video for BTO – Buy Tourism Online 2012:
Australia Tourism
Panel discussion:
Emanuele Burioni, Emilia Romagna
Sergio Cagol, Trentino
Gianpiero Perri, ApT Basilicata
Alberto Peruzzini, Toscana Promozione
Giovanni Tarpani, Umbria
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11.40 – 1.00
#1 Scientific Hall
RoomKey. Let’s take back the keys!
Interview
Certainly the birth of ‘RoomKey’ will not go unobserved, the first response truly structured by a consortium of large hotel companies (Hilton, Marriott, IHG, Windham, etc.) to the great power of the OLTA’s [I Hate High Tariffs]. Of course it’s much easier abroad, in markets dominated by the large hotel companies. And in Italy?
Interview by Giancarlo Carniani BTO Educational of Giovanna Manzi, Best Western and e Silvia Desideri, Accor Hotels
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11.40 – 1.00
#2 Scientific Hall
Cloud for Tourism
Technology and connectivity, so far additional services for the tourist reception, are becoming more important: according to recent
studies 50% of British tourists change destination if the accommodation doesn’t provide Free WIFI.
How the technology is involved in the construction of the offer’s value?
Destination and price is no longer the main elements for traveller’s decision: travel assessments is influenced by the technological components and digital services. Technological environments adds a layer of complexity or rather simplifies the management, the promotion and increase the opportunities for tourist industry?
Scientific Room will be Introduced and coordinated by:
Rodolfo Baggio, BTO Educational
Speakers:
Alessandro Anzillotti, Director Product Marketing Clouditalia
Ivan Muccini, Senior Product Manager Witech
Gabriele Petroni, Founder InWYA
Carlo Fontana, HGRM and General Manager Hotel Lugano Dante
Slot promoted by
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11.40 – 1.00
#3 Tool Box
Micros-Fidelio
The hotel mixology that looks to the future: 1 part control, 1 part integration and 1 part multi-channel functionality
Training Session
Marco Cavasassi eCommerce Division Manager, MICROS Italia.
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11.45 – 12.45
#4 Focus Hall
Destination Laudemio:
a product as old as man
promotes itself in the world of 2.0
Training Session
Speaker: Diana Frescobaldi, President Consorzio Laudemio
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11.45 – 12.45
#5 Focus Hall
Blastness:
Partnership projects for the development of the hotel business.
Technologies, strategies, methodologies.
Training Session
The development of electronic distribution has radically changed the tools and methodologies of hotel sales in recent years, rendering them extremely dynamic and not easily predictable.
In order to remain competitive and optimize its profit margin these days, hotels must continuously reformulate their strategies and apply them promptly.
Technologies are a necessary and unavoidable support in this scenario, but they are not by themselves capable of adapting to the needs of single hotels where, in order to succeed, a high level of personalization is necessary. Other determining factors are the training and implementation of computerized monitoring and reporting tools.
The projects of partnership participation, with retribution linked to the attainment of goals, has allowed Blastness to gather a team of hotel professionals and to consolidate distinct assets in terms of experience and knowledge.
By way of presentation of real experiences and successful cases, the activities and solutions to implement for the development of electronic distribution (focusing on proprietary websites) and for total revenue development and profitability will be illustrated.
Today the company, the first provider of online reservations systems for 5 star hotels in Italy, counts more than 500 enterprises—from guest houses to historical residences, from business hotels to resorts, from independent hotels to the largest hotel chains—among its portfolio.
Speaker: Andrea Delfini, President Blastness
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11.45 – 12.45
#6 Focus Hall
Geco:
If you cant’t beat them…join them!!
Training Session
Let’s debunk two commonplaces!
The first: in spite of the name, the “web reputation” of a hotel does not apply to just the web but influences all distributive channels, direct and indirect, online and offline and, therefore, interacts not only with the end consumer but also with the traditional intermediaries of tourism. In what way? How to turn this interaction to one’s advantage?
The second: web reputation can only be something one must submit to and is a battle for each to fight for themselves. How to be in control and not merely submit to this phenomenon? What can one do in order to be less alone?
Geco opens comparisons on these themes and proposes his prescriptions for making web reputation your hotel’s best ally.
Speakers: Marco Fabbroni and Marco Zanella, Geco
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1.00 pm
Lunch break
Buffet lunch in Fortezza da Basso. |
Afternoon session
2.10 pm
2.15 – 3.00
Main Hall
Who’s afraid of Big G?
Are tourist searches still Googlecentric? There’s a great buzz online regarding Google’s will to focus on PPC and limit organic searches even more—is it true? Let’s ask an expert.
Interview
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Interview by
Giancarlo Carniani, BTO Educational
of
Arnie Weissmann, Travel Weekly
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2.15 – 3.30
#1 Scientific Hall
Revenue in White Gloves
Round Table in two parts
In years of crisis the flow of reservations changes in a very substantial way. The window for reservations shortens, the market segments fluctuate… To do or don’t do promotions, on which channels to do them, will it influence loyalty?…And still… the loyal client resists? We discuss real case histories and find solutions.
Coordinator:
Luciano Scauri, Scauri Consulting
Panel discussion:
Andrew Morsi Erevmax, Brendan May Ideas, Patrick Landman Xotels, Marco Zanella Ge.Co
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2.15 – 3.30
#2 Scientific Hall
The collaborative Storytravelling
Keynotes + panel discussion
How to tell about a region, talking about something else? The story of place with the narrative, the music, the memories and the experiences of those who live there and of who has been there.
Facilitator between the speakers and audience:
Robert Piattelli, BTO Educational
Presentations and in the discussion:
Mafe de Baggis
Filippo Pretolani aka Gallizio
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2.15 – 3.30
#3 Tool Box
Facebook, Twitter, Pinterest and Instagram.
Texts, 140 characters, images and heart
A very, very operative seminar on the knowledgeable use of web and social tools.
Speakers:
Francesca Campagna, storyteller handywoman at Hotel Cernia Isola Botanica [Elba Island]
Marianna Marcucci, hotelier at Hotel Universo in Lucca.
Facilitator: Robi Veltroni, Officina Turistica
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2.10 – 3.00
#4 Focus Hall
AirPlus:
The easy to use and accept payment solution.
Training Session
Practical demonstration of the workings of A.I.D.A. software.
Centralized payments, secure and punctual with a focus on travel services and MICE.
Speakers: Giulia Sanguineti, Account Manager AirPlus International e Ruggero Sgarbi, Business Development AirPlus International
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2.10 – 3.00
#5 Focus Hall
Gestione Albergo
Training Session
Subject, abstract and speakers to be announced
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2.10 – 3.00
#6 Focus Hall
ContactLab:
E-mail marketing for the travel sector
Training Session
How to optimize your own e-mail marketing: practical advice for industry operators. From the registration process to the management of the user life cycle and the synergy with social networks, together we will see how to build an effective and pertinent e-mail marketing program.
Speaker: Livia Giorgi, Account Manager | Agency Dept. ContactLab
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3.10 – 4.00
#4 Focus Hall
Bookassist:
Behind Technology
The extra added value: The Account role
Training Session
After a presentation of Bookassist products, the role of the Account will be analyzed in order to show the everyday activity that he/she runs to increase the hotel revenue.
Speaker:
Fiamma Franceschilli, Senior Account Manager Bookassist
Alberto Recanatesi, Operation Manager Bookassist
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3.10 – 4.00
#5 Focus Hall
Vertical Booking
Training Session
Subject and speakers to be announced
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3.10 – 4.00
#6 Focus Hall
Parity Rate
Less time for data insertion and more time for strategy
Training Session
Speaker: Gerardo Casella, Sales Manager Parity Rate
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3.45 pm
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3.45 – 4.45
#1 Scientific Hall
What “innovation” really means
Keynote + panal discussion
Innovation can be the knowledge that everything changes continually and that we must perforce go along with and interact with the change, using the knowledge at our disposition in various environments in an efficient way, from that of the personal, to that of the workplace, up to the available knowledge of centers of research.
Rather than being part of the category of followers, who put up with change, we should aspire to be the followed, in the sense that we can strive to have sufficient energy for guiding change. Innovation means leading change, and best using knowledge.
Moderator Rodolfo Baggio, BTO Educational
Keynote: Aurkene Alzua, Tourgune
Panel discussion:
Fabio Lalli, Iquii
Carlo Alberto Carnevale Maffè, Evols
Mirko Lalli, Clouditalia
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3.45 – 4.45
#2 Scientific Hall
Matera 2019
candidate for European Capital of Culture
Panel discussion
Speakers:
Alberto Giordano, Turismo Assessor Comune di Matera
Connections between candidature and tourism development
Ida Leone, web team Matera 2019
From Visioni Urbane to web team Matera 2019
Nico Colucci, web team Matera 2019
The Matera 2019 App
Andrea Adami, CNR ITABC
Matera Città Narrata
Gianpiero Perri, General Director APT Basilicata
Conclusions
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3.45 – 4.45
#3 Tool Box
Looking after reputation while the client is in house
UNCONVENTIONAL management of reputation: it isn’t sufficient to respond to reviews in persuasive fashion.
Social media and the management of “while”.
The community in support of reputation.
Photo Review and Video Review.
Speaker: Nicola Zoppi, Mind Lab Hotel |
4.10 – 5.00
#4 Focus Hall
Fisheyes:
Fisheyes WEB REV
Training Session
Come discover how to maximize your sales by way of our company’s official site.
Speaker to be announced
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4.10 – 5.00
#5 Focus Hall
Plan Your Trip In:
Innovative regional tourism: organize, benefit from, market and invest in a unique sustainable and competitive model.
Training session
Organize a region’s visitor’s program, acquire timely information on relative tourist content and services and, in these, benefitting from priority discounts. This is the aim of the proposed service, whose innovative business model offers the opportunity to elicit profit by investing in the development of sustainable and competitive regional tourism.
Speaker: Frederick Bradley, founder GUI.PA
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4.10 – 5.00
#6 Focus Hall
Foursquare
Training session
Foursquare is one of the players on which small business operators, restaurateurs and hotel operators are gambling their credibility and reputation. The information that users share within Foursquare, and bounce around on Facebook and Twitter, can become very relevant in purchasing terms and therefore have a notable impact in business terms. Because of this, guarding against and understanding how to use Foursquare becomes as important as managing a Facebook page or reviews on TripAdvisor.
Facilitator between speakers and audience:
Tommaso Sorchiotti
Speakers:
Francesca Fabbri, Mimulus
Michael Forni
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5.00 pm
5.00 – 6.00
#1 Scientific Hall
Webbing Rank© 2012
Measure and comparison of the quality and efficacy of the tourism portals of 22 European destinations
Webbing is an internationally directed study to measure and compare the quality and efficacy of the institutional tourism portals of 22 European destinations, analyzing and comparing their strategies and info-commerce and e-commerce practices. Such a comparison facilitates knowledge of each year’s principal innovations and trends in promotion and marketing strategies adopted on the web by tourist destinations, and the pinpointing of the best practices to emulate.
It is the ranking of the 22 portals obtained by way of analysis and benchmarks in 6 distinct analysis items, attributing points to each portal based on a grid of 87 indicators of merit.
The sum of the designated values represents the WEBBING RANK, which permits us to establish a “ranking” of the best portals from the point of view of strategies and info-commerce and e-commerce choices.
Speaker: Andrea Zironi, Studio Giaccardi & Associati
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5.00 – 6.00
#2 Scientific Hall
SOCIETA’ ITALIANA dei VIAGGIATORI:
a new community of travel education
Keynote
Presentation of the association’s website and bulletin, with a viewing of video-interviews on the “first voyages” of Francesco Guccini, Alessandro Bergonzoni, Paolo Poli, Linus and others.
Speaker:
Alessandro Agostinelli, Director of the Festival del Viaggio
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5.00 – 6.00
#3 Tool Box
HootSuite & Social Media Strategies for Tourism
Training Session
Advantages, tips and tricks for the optimal management of a tourism-targeted editorial plan via a social media management dashboard.
Speaker: Diego Orzalesi, HootSuite
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5.00 – 6.00
#4 Focus Hall
The empathic destination:
Maremma Brand Index 2012
Keynote and panel discussion
The empathic destination: listening and monitoring as tools of growth for facing the challenges of the new millennium, on the occasion of Progetto Necstour.
Coordinator: Sergio Farinelli, QNT
Participating in the discussion:
Gianfranco Chelini, Assessor of Tourism Provincia di Grosseto
Nicola Carraresi, Officina Turistica
Wilma Vanni, Review Pro
Giulio Detti
Filippo Rossi
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5.00 – 6.00
#5 Focus Hall
Culture is attractive!
How to use social media for your event (cultural or not) to create a bond between people and places
Keynotes
Places attract people. But things to do in places attract them even more. The case studies of the annual Edinburgh Fringe Festival and the recent Biennial Florens 2012, both of which make effective use of social media and blogger engagement, demonstrate that niche cultural events can attract valuable tourism and that the internet can be an instrument to amplify not only knowledge about the event but discussion around its main themes.
In this session, Alessandro Colombo will suggest best practises for the promotion of cultural events on the web based on his experience at the Fringe Festival. Alexandra Korey will talk about how to organize a blogger engagement contest for any niche market and successfully carry it out, using her work for Florens 2012 as an example.
Speakers:
Alessandro Colombo, Director, IED Firenze
Alexandra Korey, Project Manager, Flod
 
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6.00 pm
Main Hall, goodbye to 2013
