Thursday, December 1
9.15
Main Hall, Welcome to you 
Cristina Scaletti
Tourism Assessor for the Region of Tuscany
 >>>>The BTO Educational interview on YouTube
Giancarlo Carniani
Co-founder BTO – Buy Tourism Online
Giancarlo Carniani interviews Cristina Scaletti, with the whys of BTO – Buy Tourism Online:
why in Florence, why in Tuscany, why with government backing.
As a backdrop, the competitive advantages of innovation.
>>>>Channel innovation of BTO Educational on YouTube
 >>>> See the set of photos on Flickr of BTO Educational
10.00
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Hall #1 Focus
Vivafirenze.it:
a new portal for non-profit hotel reservations in Florence
10.00 – 10.50
Vivafirenze.it is the portal for hotel reservations that has made the values of the oreientation LifeBeyondTourism® expressed in SISTEMA Non Profit oriented towards a value-based tourism and not only services and consumption, to favor the knowledge of the identity of places and intercultural dialogue.
During the meeting, Vivafirenze.it will present its business model, illustrating how to maximize visibility and room sales of affiliated hotels, it is concerned with promoting and sustaining the artistic and cultural patrimony of the city of Florence, the principal motor of our tourism, reinvesting ‘commission’ profits for the preservation, advantageous use and promotion of the cultural patrimony of our city.
Speakers:
Carlotta Del Bianco, Booking Hotels
Fabrizio Ajò, Booking Hotels
With the participation of Carlo Francini (Manager of the Ufficio Centro Storico Patrimonio Mondiale UNESCO of the City of Florence)
Presented by Vivafirenze.it, one of the Exhibitors
 Product presentation
|
Hall #2 Focus
Hotel Management:
Facebook + Booking Engine: integration that perfects the tecniques of revenue management
10.00 – 10.50
During training, Hotel Management will discuss strategies and the revenue tools to use for the development of one’s own price politics on Facebook, in an efficient and integrated way with Booking Engine.
In particular, it will be illustrated how through this channel it is possible to:
– Increase direct reservations
– Receive information on potential clients and on acquired clients, thereby permitting better segmentation
– Actualize politics of reliability
– Reach new clients using viral marketing techniques
Speakers:
Giancarlo Tamburi, Hotel Sales Management
Marco Vescovi, Hotel Management Product Manager
Presented by Gestione Albergo, one of the Exhibitors
Product presentation |
Hall #3 Focus
Hotel Solutions:
what does it mean today to do dynamic pricing?
The case of: DAYRATE
10.00 – 10.50
By way of the DAYRATE software, we will discuss those tecniques which today are used to do dynamic pricing.
Speakers:
Flavio Piccolroaz, Revenue Manager
Presented by Hotel Solutions, one of the Exhibitors
Product presentation
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Hall #4 Focus
TrustYou:
Getting to know what my guest knows about me
10.00 – 10.50
We open the magic box of TrustYouAnalytics and find the best way to make use of guest reviews
Presented by TrustYou, one of the Exhibitors
Product presentation |
Hall #5 Focus
Sestante
for orienting oneself in the vast market of online tourism services
10.00 – 10.50
Because of the proliferation of companies that promise easy results for one’s tourist business, it has become problematic for the hotelkeeper to recognize the quality and professionality necessary to the attainment of successful objectives.
In the course of this training session guidelines will be illustrated which allow for the singling out of suitable ideas for the growth of one’s business.
Speaker:
Massimo Pupita, administrator
Presented by Sestante, one of the Exhibitors
Product presentation |
| 10.55
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| 11.00
|
Hall #1 Focus
Role of Governance in times di crisis [I]
11.00 – 12.10
The web amplifies overall regional marketing strategies: in the positive, one’s presence, and in the negative, one’s absence.
Between Cecchini Miopi and a few good ideas, and the brand reputation of destinations and huge efforts for modifying approches, we will analyze how Governance is rethinking its role with economic resources being evermore scarse.
>>> Read more
Moderator:
Roberta Milano
co-founder BTO Educational
>>>> Interview on YouTube of BTO Educational
Speakers:
Christoph Engl
Marketing Director of Alto Adige
>>>> Interview on YouTube of BTO Educational
Cristina Giachi
Tourism Assessor for the City of Florence
Giampiero Perri
General Director APT Basilicata
Nevio Salimbeni
Tourism Assessor for the City of Cervia
Presented by BTO Educational
 Track: Governance & Regional Marketing
|
Hall #2 Focus
Analysis and monitoring of conversations on Social Networks
11.00 – 12.00
Conversations on the web and in social media represent a new and precious source of knowledge for better decision-making, strategies and the offering of goods and services.
Today, therefore, it’s vital to experiment with and understand methodologies and techniques for managing and making the most out of Net buzz, promoting their use inside companies, organizations and work teams.
A practical training based on the experience of Extreme, scientific partner of BTO – Buy Tourism Online 2011.
Speaker:
Riccardo di Marcantonio, founder Extreme
 Track:
Reputation and Relevance
|
Hall #3 Focus
Google AD Words and surroundings
11.10 – 12.00
🙁
An excursion into the Google universe.
Presented by Google.
 Track:
Travel Web Marketing
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Hall #4 Focus
E-Commerce Consumer Behaviour
Report 2011
11.00 – 12.00
From the collaboration of ContactLab and Netcomm, the Consorzio del Commercio Elettronico, is born the idea to investigate the online purchasing behavior of Italians, with the participation of the most important merchants in the sector.
The investigation is based on more than 62,000 online interviews with clients and the perspective of 32 of the major Italian e-commerce sites.
Presenting and commenting on the research:
Massimo Fubini, AD ContactLab
Track:
Travel Web Marketing |
Hall #5 Focus
Investment strategies for small budgets
11.00 – 12.00
How to be visible online without a large available budget.
Easy suggestions for everybody for increasing visibility without spending a fortune!
How to choose the appropriate tools for reaching clients and generating profit.
Moderator:
Danilo Beltrante
Speakers:
Marco De La Pierre, Università degli Studi of Florence
Simone Ficozzi, neropaco
Suzi Jenkins, Exout
Salvatore Menale, bedandbreakfastmania.com
Federica Parente, bedandbreakfast.com
Presented by Aigo Associazione Italiana Gestori Ricettività e Ospitalità Diffusa
Track:
Travel Web Marketing |
| 12.15
|
Hall #1 Focus
MEET THE MEDIA GURU
Special Edition: CREATIVE BOMB!
12.15 – 13.15
An hour of stimulus, case histories and international progects and not, in the tourism sector.
A creative shower
Presenting and discussing together:
Maria Grazia Mattei
Founder Meet The Media Guru
Paolo Iabichino aka Iabicus
Creative Director of OgilvyOne, OgilvyAction & OgilvyInteractive, author of Invertising
>>>>Interview on YouTube of BTO Educational
>>>>The interview of Three Objectives on YouTube di BTO Educational
MEET THE MEDIA GURU is the program of meeting with the chief international pros of digital culture and innovation aimed at both professionals and the public at large.
Begun in 2005, it has become a fixed meeting point for debate with the most eminent voices in new media culture and innovation and has confirmed itself as a point of reference for an ever more informed community in search of avant-garde solutions and new vision.
This special appointment of MEET THE MEDIA GURU as part of the 4th Edition of BTO – Buy Tourism Online is the precious gift of Maria Grazia Mattei.
 Track:
Innovation
|
Hall #2 Focus
The Expedia – Venere client: what he buys. Online purchasing characteristics.
12.15 – 13.15
A small voyage in search of the typical tourist web-surfer: sales suggestions by way of an analysis of what and how to SEARCH and what and how to BUY via our online channels.
A small peek into the frontier of the future will help you to become more visible.
The first of the two sessions dedicated to the Expedia universe, presented by Expedia itself, the second you’ll find in Day TWO, at 14.30.
Speaker:
Valentina Sandi, Senior Market Manager Expedia
 Track:
Distribution
|
Hall #3 Focus
Travel Bloggers Unite
12.15 – 13.15
Blog trips and the role of the blogger in tourist-related communication.
Key Speaker:
Oliver Gradwell
Founder Travel Bloggers Unite
Intro:
Ciro Bechetti
Umbria Region
[Umbria, the location TBU 2012]
Speakers:
Kash Bhattacharya
budgettraveller.org
Melvin Boecher
Traveldudes.org
Alessio Carciofi
Social Media Strategist at AlessioCarciofi.com
Alessandra Farabegoli
Web Strategist & Blogger
Modera:
Michele Aggiato
Country Manager Zoover.it
Track: Governance & Regional Marketing |
Hall #4 Focus
The slow traveler, but also techie
12.15 – 13.15
A look at the profile of this somewhat strange traveler, who really lives the experince of slow travel, very careful of the impact his behavior as guest has on the ecosystem that he makes as a tourist, engaging with an offering which is consistent with his values [sustainability], but also very connected with his own social network, therefore technological and avid about technology.
Moderator:
Francesco Tapinassi, Director of the Maremma Tourism Agency
Speakers:
Flavia Maria Coccia, Working Management ISNART
Alberto Conte, founder itinerAria
Paola Donatucci and Fiamma Petrovich, the Scuola del Viaggio
Rita Salvatore, Università degli Studi of Teramo
Presented by BTO Educational
 Track: Responsible and Sustainable Tourism
|
Hall #5 Focus
ContactLab:
Email marketing & social network
12.15 – 13.05
Practical cases of integration: when, how and why it works..
An overview of the best practices for understanding how and when to take advantage of the synergies between the two channels, for making the most out of the message and implementing successful digital marketing campaigns.
Thanks to NewsletterMonitor, the benchmarking platform created and developed by ContactLab, we’ll analyze a selection of newsletters in order to discover the factors that make the integration between email and social networks really effective.
Speaker:
Massimo Fubini, AD ContactLab
Presented by ContactLab, one of the Exhibitors
Product presentation |
13.15
Alcatraz Room of Stazione Leopolda, lunch
|
| 14.30
|
| 15.00
|
Hall #1 Focus
Bollywood, the dream
15.00 – 16.00
With the term Bollywood, fusion of Bombay and Hollywood, one means the popular Hindi-language (and occasionally in Urdu) cinema.
Bollywood cinema contributes to the building of dreams of India’s social classes: the panel investigates how this dream influences the idea of travel [beginning with the choice of destination] and what are the elements of a given place’s touristic offerings, including the personal touches of individual operators, can and must be considered in order to not delude the expectations of the Indian traveler.
Presented by Alberto Castelvecchi
Public Speaking Trainer – Personal Branding Consultant at Luiss Guido Carli
Guest:
Ivano Fucci
Founder Occhi di Ulisse
>>>>The Trailer on YouTube by Dario Savelli
 Track:
B[R]IC – India
|
Hall #2 Focus
My-Costpar: a simplified approach to hotel cost management
15.00 – 15.50
To survey, to understand, to control costs: a strategic lever of fundamental importance in the support of analyses of productivity and revenue, an unrenouncable summary of the everyday tools of revenue management.
Speaker:
Maurizio Nardi, Senior Consultant
Presented by My-Costpar, one of the Exhibitors
Product presentation
|
Hall #3 Focus
Giorgio Tave[rniti]: how to promote a Hospitality Business on Google
15.00 – 16.10
Advanced Training Session
Not-to-missed appointment with the father of one of the most lively Italian web communities.
In this particular session, the proper and sustainable strategies for searching for lodgings on Google will be illustrated, and the techniques that can be used.
Then an overview of the most important news in the tourism sector that has been introduced by Google and that influence the work of SEO professionals.
At the end of the presentation, 10 minutes of question and answer with the audience.
Speaker:
Giorgio Tave[rniti]
 >>>> On SlideShare of BTO Educational, the keynote
>>>>The interview of Booking Blog on YouTube
Track:
Travel Web Marketing |
Hall #4 Focus
From the suggestion to the persuasion
Ifitt Chapter Italy
15.00 – 16.20
How innovation helps the destination to converse with tourists and to learn from it, presented by Ifitt Chapter Italy
Moderator: Valeria Minghetti, CISET-Università Ca’ Foscari
Speakers:
Adriano Venturini, eCTRL Trento
Providing personalized content in a mobile setting
Oliviero Stock, FBK-Irst Trento
Intelligent, persuasive interfaces and perspectives for tourism
Chiara Francalanci, Digital Reputation Lab – Milan Polytechnic
What do clients say about us? Analyzing and managing the online reputation of a destination
Track: Governance & Regional Marketing |
Hall #5 Focus
Birth and growth of an online travelers community
15.00 – 15.50
Speakers:
Amy Jarczynski – The Knot Magazine
Travel Manager, International Accounts, XO Group, Inc.
Antoine Giraud
Laterooms.com, Director of European Development
Antoine’s contribution is “How to create an online network of travelers by way of constant involvement, where the client is put at the center of interaction. An analysis and study of the most effective tools”
Moderator:
Costanza Giovannini, Fondazione Sistema Toscana
>>>>Look at the set of photos on Flickr of BTO Educational
Track:
Reputation and Relevance |
| 16.15
|
Hall #1 Focus
FutureBrand
Country Brand Index
Ouverture report 2011/2012
16.15 – 17.30
Brand Italy and Brand Regional: what is a regional brand and how to promote it today.
Country Brand Index 2011/2012,, in the ouverture of the VII report of FutureBrand, the presentation of several successful cases is a reflection on what levers a country must push in order to improve its international appeal.
Speaker:
Alessandra Iovinella
Managing Director of FutureBrand
Alessandra Basilari
Client Service Derictor of FutureBrand
>>>>Interview on YouTube of BTO Educational
Guest:
Miriam Bertoli
miriambertoli.com
Moderator:
Gianluca Diegoli
[mini]marketing
>>>>Look at the set of photos on Flickr of BTO Educational
Track: Governance & Regional Marketing |
Hall #2 Focus
HolidayCheck
online reputation and manipulation: how to manage one and avoid the other
16.15 – 17.15
To be listed online brings a series of doubts and questions to hospitality industry managers, among which:
How to take advantage (wanted or not) of the network presence?
How to use the listings for finding the right clientele and augmenting profits?
How to avoid manipulation on the part of the competition and promoter oneself online?
Hot subjects to which HolidayCheck responds, presenting the latest tools for guaranteeing more transparency, security, and credibility in listings.
The workshop will be opened by Barbara Casillo, Director of Confindustria Alberghi
Speaker:
Rossana Seghezzi, Manager HolidayCheck Italia
Presented by HolidayCheck, one of the Exhibitors
Product presentation |
Hall #3 Focus
QNT – Simple Booking (I)
Hotel Brand Marketing and Disintermediation
16.15 – 17.05
The first Training Session by Qnt Hositality, the second in Day TWO at 11.20, in Hall #5 focus
Presented by Qnt Hospitality, one of the Exhibitors
Product presentation |
Hall #4 Focus
Network Strategies
Ifitt Chapter Italy
16.30 – 17.30
Network strategies in the hospitality and service sector presented by Ifitt Chapter Italy
Moderator Giacomo del Chiappa, Università di Sassari who will also address the subject “Social Media andhotel hospitality: influence on client behavior and the impact on business”
Speakers:
Paolo Desinano, CST Assisi
Revenue management and multiple strategies
Susanna Tonti and Rodolfo Baggio, Università Bocconi
The organizational impact of social networks for travel services
Track:
Distribution |
Hall #5 Focus
BookAssist
16.30 – 17.20
Speaker:
Yahya Fetchati, Chief Operating Officer Bookassist
Presented by BookAssist, one of the Exhibitors
Product presentation
|
| 17.30
|
17.40
Hall #4 Focus
Assembly Ifitt Chapter Italy
17.40 – 18.30
|
|
18.30
Alcatraz Room at Stazione Leopolda, the party
|
APPS & Mobile
Big Players
MICE
Social Commerce
