Hall #1 Focus
Digital Tourism_Connecting to the digital consumer
9.10 – 10.00
Presented by IED Firenze
A reflection on Google Maps as the internet tool among the most utilized for business research.
During the meeting there will a demonstration of how it’s possible to insert one’s own business in Google Maps, listing it in a way that it’s easy to find and that users may add their reviews. By way of a review monitoring system and constructive client contact it’s possible to continually improve the service/product offered.
In closing, the potentialities of certain tools will be explored, like 360 degree photos and street view for the promotion of little-known places or places out of the traditional tourist loop.
Speaker:
Troy Nachtigall, interaction designer, IED Firenze
Track:
Travel Web Marketing |
Hall #2 Focus
Geco:
Revenue Management, Social Media and Web Reputation: a global and integrated approach for maximizing hotel income.
9.10 – 10.00
In the course of the training session, we will try and reestablish the real foundations of the subject, taking advantage of the preview presentation of the book “Hotel Revenue Management”, in which the author, Marco Zanella, wishes to clarify (certainly not definitively) the subject, by way of an organic treatment of all the main themes, both direct and indirect, of Revenue Management.
All participants of the session will have the possibility to reserve a copy of the book “Hotel Revenue Management” under the special terms reserved BTO – Buy Tourism Online.
Speakers:
Marco Fabbroni, CEO Geco
Marco Zanella, General Manager Geco
Presented by Geco, one of theExhibitors
Product presentation |
Hall #3 Focus
FabApps:
why an APP?
9.10 – 10.00
After a brief introduction of the numbers and trends in “mobile” tourism, the presentation by FabApps aims to clarify the strategic diversity for a hospitality enterprise between having a webiste and equipping oneself with an effective mobile strategy, responding clearly to the question:
But if I already have my website, why should I also have an APP?
The FabApps presentation ends with an overview of the best applications out there in the travel universe.
Presented by FabApps, one of the Exhibitors
Speaker:
Lorenzo Fanti, founder FabApps
Product presentation |
Hall #4 Focus
Fisheyes
9.10 – 10.00
Presented by Fisheyes, one of the Exhibitors
Product presentation |
Hall #5 Focus
Serenissima Informatica
Touch the clouds with a finger
9.10 – 10.00
Cloud, Mobility and Social Netbooking: increase revenue by way of one-to-one client relations thanks to protel for iPAd, and to the Web Apps protel Voyager and protel Cockpit and to direct booking from the Hotel’s Facebook page and Twitter.
The Mobile Membership card for clients of SPA.
Speakers:
Alessandro Calligaris, Marketing Director
Patrizia Coccato, Hospitality Solutions Product Manager
Presented by Serenissima Informatica, one of the Exhibitors
Product presentation |
10.10
|
Hall #1 Focus
Innovator Jam 2011, the results.
Innovation and Public Administration in Tourism
10.10 – 11.10
The results of the online forum Innovator Jam 2011 that, on an IBM platform, created national brainstorming for the gathering of ideas and suggestions on the subject of innovation.
Analysis of the reelaboration undertaken and commentary on the results.
With the contribution ofAgenzia Governativa per la Tecnologia e l’Innovazione
Speakers:
Edoardo Colombo
Administrative Counselor Agenzia della Presidenza del Consiglio for the spreading of technologies for innovation
>>>>The interview on YouTube by BTO Educational
Andrea Casadei
Director Operations Department at Best Union Company S.p.A.
Roberta Milano
Co-founder BTO Educational
Stefano Quintarelli
Quinta’s weblog
>>>>Look at the set of photos on Flickr by BTO Educational
Track:
Innovation |
Hall #2 Focus
MPI Chapter Italy
An overview of the relation between innovation and the world of events, conventions, conferences [Part One]
10.05 – 11.20
With the patronage of MPI Chapter Italy
The top technological trends for transforming the events sector.
Themes of major concern to be focused upon regarding the sector at the international level are:
1) Social media and new technologies in the service of events and how they can help and be “green”
2) The future of events: Hybrid Events – What changes and how to successfully manage these new types of events created to maximize participation.
How the evolution of new technologies impacts the meeting industry sector.
The interactive session will cover the most significant technological trends of the sector and help to understand these important trends among which are social media, new generation smartphone and tablet technologies, based on GPS technology, utilizing technology for measuring ROI and much more.
This session will lend a clear vision of how things will drastically change in the next two or three years and will provide tools and ideas for preparing oneself for these changes in order to work in a more efficient and effective way.
Coordinator:
Nadia Colaiuda
CMM CMP, CO-founder EVENTagist
Key Speaker:
Corbin Ball
CSP, CMP, MS
Speakers:
Stefania Conti Vecchi
EVENTagist
Ruud Janneste
©TNOC
Marteen Vanneste
ABBIT
Track:
MICE |
Hall #3 Focus
FourSquare, Flash Deals & more
10.10 – 11.10
1) flash deals: what they are, how they work, examples, psychological aspects of impulse buying, weak points
2) FourSquare: how it works, who uses it, which cases (not used or overused), the community created, psychological aspects of localizing oneself
3) tomorrow’s consumer behavior (today?), services that respond to their needs, experimentation, opportunity
Speakers:
Andrea Sales
Michela Simoncini
>>>>The interview by Obiettivo Tre on YouTube
Tommaso Sorchiotti
Track:
APPS & Mobile |
Hall #4 Focus
Nozio
The evolution of Tourist Advertising: how showing the “price” influences consumers and increases conversions.
10.10 – 11.10
Analysis of the scenario outlined in web advertising, seeking to respond to certain fundamental questions: which direction follows the evolution of the experiences of advertising? What influence does it have on the behavior of consumer research?
How will it help hotelkeepers in terms of ROI and conversions?
The objective is to provide strategic guidelines to hotelkeepers, offering a vision of the possible solutions to use for increasing direct sales.
Speaker:
Massimo Trovò, Co-founder and Manager of Nozio Business
Giulia Eremita, Marketing Manager of Trivago Italia
Presented by Nozio, one of the Exhibitors
Product presentation |
Hall #5 Focus
Stand out with responsible tourism: experiences and strategies
10.10 – 11.10
A series of investigations primarily for the hospitality industry and to people who are responsible for regional governance.
The objective is that of supplying food for thought on how a correct interpretation of the elements of variation on a theme can transform into key elements for an effective marketing strategy and commercial promotion of one’s own products and services.
Intro:
Cristina Ambrosini, Director L’Agenzia di Viaggi, Award TRI Italian Responsibile Tourism
Speakers:
Cinzia Fiore Research Department of ISNART
Mariateresa Ruggeri Director Fondazione Banca Etica
Fabio Sacco Founder of Antipodi
With the participation of:
Carlotta Del Bianco from the Life Beyond Tourism® project of Fondazione Romualdo Del Bianco Life
Special Guest:
Mr. Royal, winner 2011 TRI – Responsible Italian Tourism
Speaker:
Gianluca Picone, Royal Continental Naples
Track: Responsible and Sustainable Tourism |
11.20 |
Hall #1 Focus
Tourist marketing: from storytelling to curating content
11.20 – 12.10
For talking about a tourist destination we have limited means and content available, with the inevitable risk of “praising ourselves”, an even higher risk when we find ourselves in front of an expert traveler used to comparing the words of who is proposing a destination with the words of who has already been there.
The moment has arrived for getting used to this and equipping ourselves in order to leave the telling to the travel experts, limiting to furnishing the tools, contexts, and formats for activating and facilitating a shared storytelling, which mirrors the real experiences, responding contemporaneously to the objectives and exigencies of marketing and communication.
>> >> >> read more
30 minute workshop + laboratory/discussion
Speakers:
Mafe de Baggis
Filippo Pretolani aka gallizio
Track:
Reputation and Relevance |
Hall #2 Focus
MPI Chapter Italy
An overview of the relation between innovation and the world of events, conventions, conferences [Part Two]
11.20 – 12.10
With the patronage of MPI Chapter Italy
Second part of the debate begun at 10:10
Track:
MICE |
Hall #3 Focus
Revenue Management in the age of Flash Deals and Social Networks
11.20 – 12.10
Follows the investigative path of BTO – Buy Tourism Online on Revenue Management, in this slot the theme will develop around the concept of guest rating and the impact of flash deals on the politics of hotel product distribution.
Speakers:
Brendan May
Ideas
Kate Varini
Oxford University
Track:
Distribution |
Hall #4 Focus
Target Cina
11.20 – 12.10
An hour for talking about China, about the social ladder, and about politics of regional marketing.
And then about fiction.
Speakers:
Maria Grazia Casella
Editorial Manager
Meilideyidali.cn
>>>>The event on SlideShare by BTO Educational
Stefania Ippoliti
Director Mediateca Tuscany, therefore also the Film Commission
Xiaoling Niu
Project Manager
Twinside S.p.A. Shanghai
Moderator:
Nicola Bellini
Scuola Superiore Sant’Anna in Pisa, Director Galileo Galilei Italian Institute at Chongqing, Director Istituto Confucio in Pisa
Track:
B[R]IC |
Hall #5 Focus
QNT – Simple Booking (II)
Hotel Brand Marketing and Disintermediation
11.20 – 12.10
The second Training Session by Qnt Hospitality, the first on Day ONE at 16.15, in Hall #3 focus.
Presented by Qnt Hospitality, one of the Exhibitors
Product presentation |
12.15
Main Hall, Start Up – Storming Pizza
12.15 – 13.15
The second session of Storming Pizza, the H-FARM format dedicated to Start Ups, open to whoever has developed an enterprenuerial web| digital | new media project that has gone beyond (at least) the simple idea/conceptualization phases.
With an international call, 8 projects in all have been selected and will be presented in the Main Hall of Stazione Leopolda [4 in Day ONE and 4 in Day TWO] with a pitch formula of 5 minutes for everyone and a confrontation with a panel of investors for another 7 minutes.
>>>> Read more and discover who WON the CONTEST
Track:
Innovation |
4 Start Up
1) Tip&Go
2) ChangeYourFlight
3) Travellution
4) Cookous
The questions for the Start Ups by the people of H-FARM and other “experts“
The audience vote in the Main Hall of Stazione Leopolda and who follows along via streaming
Conducting Storming Pizza:
Vladimiro Mazzotti
Partner of H-FARM
|
|
Hall #1 Focus
trivago: Hotel Test
12.15 – 13.15
Trivago comes to talk to us about their pilot project, Hotel Test.
It’s essentially the application of Mystery Guest to a reservation portal.
Whoever reserves on trivago can soon carry out the function of mystery shopper and test the quality of the service by registering as a reserved mystery, filling out a pre-questionnaire where the socio-demographic profile and expectations (also based on reviews) of the tester is analyzed as well as a very detailed post-stay questionnaire where the level of satisfaction is measured.
This ennables trivago to redesign their ranking and hotelkeepers to analyze swot and benchmark with the competition.
Presented by
Giulia Eremita, Country Manager trivago.it
>>>>The interview by Booking Blog on YouTube
Track:
Reputation and Relevance |
Hall #2 Focus
Trust, sustainability and responsibility: NEW TRAVELERS
12.15 – 13.15
What is it that inspires people to contribute to the development of new forms of tourism, taking advantage of the technological platforms present on the web for traveleing in pure 2.0 style?
There is surely trust in the future behind it: it’s nothing new—look at the e-bay phenomenon—but it’s rapidly developing creating scenarios, in fact, with curious travel models, very interesting to analyze.
From trust to couchsurfing, stopping by car sharing and other forms of sharing.
With an introduction on trust by Monica Fabris, president of Episteme
To follow:
Daniele Bruttini, Wimdu – Country Manager Italia
Ivano Fucci, Couchsurfing Italia
>>>>Look at the set of photos on Flickr by BTO Educational
Track: Responsibile and sustainable tourism |
Hall #3 Focus
Role of Governance in times of crisis [II]
12.15 – 13.15
On the backdrop, complex projects like TAC [acronym for Turismo, Arte e Cultura] of the Umbria Region, pubblic and private together for a series of structural operations and commercial product promotion in support of 10 tourist itineraries.
It’s the opportunity to talk about a complicated undertaking like how to stay together [without arguing too much] in one’s own regional ecosystem and how the bar of responsibility and objectives is raised a good bit.
In the age of scarse resources, in other words, in times of crisis.
Moderator:
Antonella Tiranti
Regione Umbria
In the debate:
two tourist enterpreneurs from Umbria and due from Tuscany.
Speakers:
Alberto Peruzzini
Toscana Promozione
Paolo Bongini
Region of Toscana
Stefano Landi
SL&A tourism and region
Presented by BTO Educational
Track: Governance & Regional Marketing |
Hall #4 Focus
The Johari Window in tourism: Ask & Tell
12.15 – 13.15
The Johari Window, a tool used for studying social interactions, explains how each person must strive to increase the surface of the “Arena”, or rather the area of effective communication.
But improving the familiarity between ourselves and others is also the problem with tourist promotion.
And this matrix is perfect for identifying the directions in which we need to move…
>> >> >> read more
Moderator:
Roberta Milano, co-founder BTO Educational
Speakers:
Mikaela Bandini, format creator Diario Digitale Italia
Basilicata Cast to Cast: regional Marketing 2.0
Guido Bosticco, Università di Pavia and Scuola del Viaggio
Alternative viewpoints (and stories): travel according to the Scuola del Viaggio
Diego Calzà, Presidente eTour Progettare
Ask & Tell: for learning to converse on the web in order to inspire trusting relationships
Fabio Curzi, Research group “Typical faces”, Università di Macerata
Where is Dustin? – Qualitative monitoring project of the reputation of the Marche
Agnese Vardanega, associate professor at the Università degli Studi in Teramo
Who’s afraid of rankings? Reputation, User Generated Content and their evolution
Track:
Reputation and Relevance |
Hall #5 Focus
The design of MICE hotels in a logical eco-sustainability: a case history of importance
12.15 – 13.15
On the backdrop, E.C.HO, Eco. Contemporary. Hotel—the new and sophisticated Starhotels hotel in Milan.
Speaker:
Luisa Nocentini, Head of the Press Office Starhotels S.p.A.
Modera:
Gabriella Gentile, Federcongressi&eventi
In collaboration with Federcongressi&eventi.
Track:
MICE |
13.15
The Alcatraz Room, lunch
|
14.30
|
Hall #1 Focus
Tourist Experience Design
14.30 – 15.20
From the authors of the book Tourist Experience Design, a very useful workshop for the audiences of BTO – Buy Tourism Online, divided in two formats: in the first, the speakers take inspiration from the TED method for talking about relational strategies with tourists.
In the second, the subjects are Digital Tourist Ecosystems for the governance of a seamless tourist experience.
In closing, a summary of a practical case, the project Tourist Experience Design: the Tuscan way to conquer the Chinese tourist market.
Speaker:
Maurizio Goetz
Partner innovActing
Andrea Rossi
Partner innovActing
Track:
Travel Web Marketing |
Hall #2 Focus
FastBooking Official Partner of GOOGLE, TRIPADVISOR and TRIVAGO: Visibility, Conversions, online Fidelity, Mobile, Pay per Click, Guest Experience and Competitivity, ROI.
14.30 – 15.20
How to marry these ‘key words’ of Web Marketing with the revenue of the official site?
Can the official site compete with OTA?
Is promoting an official site on Tripadvisor, Trivago and Google Hotel Finder possibile?
We will analyze the most effective solutions for increasing business flowing from the official site.
A small example: DirectLink
Speaker:
Francis Louis Passerini, Managing Director FastBooking Italia
Presented by FastBooking, one of the Exhibitors
Product presentation |
Hall #3 Focus
Expedia
Florence, a culture born from a region: scenarios and online purchasing behaviors.
14.30 – 15.20
The second of two sessions dedicated to the Expedia universe, presented by Expedia themselves, the first you’ll find on Day ONE, at 10.15.
Speakers:
Marco Sprizzi, Market Manager Expedia
Elena Di Raco, Research Department Manager ISNART
Track:
Distribution |
Hall #4 Focus
Easy Market by TUI
Get your site up and running!
14.30 – 15.20
Tourism and the Web are an inseparable binomial and in continual evolution. The development and the technological growth of the web offers the possibility of providing the end user who navigates the tools for organizing a vacation, lodgings, or only a reservation by himself.
The evolution of technology has brought important progress to the world of tourism, developing that which today we call white label amd web services.
Easymarket presents all the technological opportunities of white label and web services that can be used by those who want to activate a reservation engine for flights, hotels, and vacations on their own site with simple and economic solutions. Integrating a flight, hotel and vacation engine on your site has never been so easy.
Speaker:
Sandro Saccoccio, Head of Product and Purchase Easy Market
Presented by Easy Market by TUI, one of the Exhibitors
Product presentation |
Hall #5 Focus
Cisco
Internet: the new currency for attracting talent and clients
14.30 – 15.20
The availability of new communication tools changes the habits of consumers and workers.
The research of the Cisco Connected World Techonolgy Report shows the desire of young professionals and university students to use social media, mobile devices and the Internet more freely in the workplace and in real life.
This desire is strong enough to influence their future work choices, at times more than salary and as consumers the mechanisms of selection and brand fidelity changes radically.
During the session the results of the 2011 research will be presented as well as examples of how some companies are taking advantage of these new tools.
Speaker:
Fabrizio Pappalardo, Marketing Manager PMI at Cisco
Presented by Cisco, one of the Exhibitors
Product presentation |
15.00
|
Hall #1 Focus
Blastness Intelligence:
technologies and strategies for the development of electronic distribution and direct sales channels.
15.30 – 16.20
The development of electronic distribution has characterized various evolutive phases in the tools and methodologies of hotel sales in recent years.
From the diffusion and use of CRS for the on-line sales of rooms (first on behalf of the IDS and then by way of hotel sites), to the necessity for integration and interconnection between the different CRS (allocators and channel managers) to the necessity of interfacing with the management systems of hotels (PMS).
Today, the capacity to analyze data with great speed and the capacity for the synthetic representation of data has become fundamental and strategic, as well as the speed with which the results of applied tariff politics and market movements are monitored.
Tools and technologies of business intelligence for the analysis of data and automated reports, united in the formation of management and personnel, constitute the competitive advantage for hotels in these years and the years to come.
The “Revenue Specialists” of Blastness, Massimo Carli, Piergiorgio Schirru and Sergio Cirillo will present methodologies, solutions and real success stories.
Speakers:
Andrea Delfini, Presidente Blastness
Massimo Carli, Revenue Specialist Blastness
Piergiorgio Schirru, Revenue Specialist Blastness
Sergio Cirillo, Revenue Specialist Blastness
Presented by Bastness, one of the Exhibitors
Product presentation |
Hall #2 Focus
Maremma Brand Index
15.30 – 16.20
From an analysis of conversations, there came a surprising result: a unique research on the Maremma brand that rebuilds with photos 60 years of public communication [or rather how the government has communicated the region over the years], to then go on and analyze today’s conversations on social network.
Special debut for BTO – Buy Tourism Online 2011.
Presenting the research and monitoring the debate with other guests:
Francesco Tapinassi – Director Maremma Tourism Agency
>>>> The interview on YouTube by BTO Educational
Track:
Reputation and Relevance |
Hall #3 Focus
XeniaLab:
the end of SEO
15.30 – 16.20
Presented by XeniaLab, one of the Exhibitors
Product presentation |
Hall #4 Focus
Parity Rate
revenue manager in times of crisis: man or technology?
15.30 – 16.20
Ivano Bencini (Accurate technology) e Stefano Sciamanna (the Man of Hotelrev) illustrate two approaches to Revenue Management.
They manage OLTA by way of Parity Rate Channel Manager.
One explains algorithms and the other intuition, both issuing from their many years of experience.
However this talk between the two players goes, the aim to achieve for hotels is the same: maximize online revenue with Party Rate in order to not remain on the bench.
Presented by Parity Rate, one of the Exhibitors
Product presentation |
Hall #5 Focus
Iper.net
15.30 – 16.20
Presented by Iper.net, one of the Exhibitors
Product presentation |
16.15
Main Hall, Internet of Things
16.15 – 17.15
Closing with the subject Internet of Things: a new revolution of the web.
Objects are rendered recognizable and acquire intelligence thanks to the fact of being able to communicate data regarding oneself and access aggregate information on the part of others.
Alarm clocks sound in case of traffic, plants communicate to the watering can when it’s time to be watered, gym shoes transmit time, speed and distance in order to compete in real time with people on the other side of the globe, pill bottles alert family members if they forget to take their medicine.
All objects can achieve an active role thanks to connection to the internet.
And for a destination and for travelers?
Track:
Innovation |
Speakers:
Riccardo Luna
Journalist, the first director of the Italian edition of Wired and the promoter of the candidature for the Internet Nobel Prize for Peace, has spoken of:
“Intelligent cities and open data; how the Internet will change the experience of region”
Dominique Guinard
Researcher in computer science, contributing to building the Internet and Web of Things
>>>>The interview on YouTube by BTO Educational
Fabrizio Pappalardo
Marketing Manager PMI in Cisco
|
|
Hall #1 Focus
From app to start-up
Business models and mobile applications for tourism
16.30 – 17.20
Speaker:
Fabio Lalli
Track:
Apps & Mobile |
Hall #2 Focus
Sysdat Tourism
16.30 – 17.20
SysHotel On Line: the tool for the management of reservations via the web
Speaker:
Andrea Costa
Presented by Sysdat Turismo, one of the Exhibitors
Product presentation |
Hall #3 Focus
VeneziaSì/in-venice.com:
from in-venice.com and beyond
16.30 – 17.20
Birth and development of the new reservation portal of VeneziaSì [www.in-venice.com]: new opportunities for hotels.
Speakers:
Daniele Pilla, Director VeneziaSì
Marco Bezzi, QuickFly
Presented by
VeneziaSì/in-venice.com,
one of the Exhibitors
Product presentation |
Hall #4 Focus
Booking Expert
16.30 – 17.20
2 tools already known on the market, technologically revolutionized, with functionality uniquely designed for easing the management of OLTA/GDS channels and in the monitoring of the competition, also satisfying the most selective exigencies of Revenue Managers and business agencies.
Speaker:
Marcello Dell’Adamino, Market Manager Booking Expert
Presented by Booking Expert, one of the Exhibitors
Product presentation |
Hall #5 Focus
Aruba Media Marketing
Web marketing strategies for small hospitality businesses
16.20 – 17.10
Cost/benefit ratio is of fundamental importance for small hospitality businesses where the investment budgets do not permit a strong persistence in communication channels.
It is important to be able to use all the available strategies, from search engines to social networks to display advertising. A common and integrated solution allows for the optimization of costs for achieving one’s target.
Speakers:
Omero Narducci, AD Aruba Media Marketing
Riccardo Dragoni, Operations Manager Aruba Media Marketing
Presented by Aruba Media Marketing, one of the Exhibitors
Product presentation |
17.30
Main Hall, the TG of Day TWO
17.30 – 18.00
Live from the Main Hall of Stazione Leopolda, the TG with the main points of Day TWO of the 4th Edition of BTO – Buy Tourism Online, the interviews with the main figures and the farewell to 2012
|
In Main Hall:
Davide De Crescenzo
Director InToscana
the official portal of Tuscany
|
|