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 ONE, click here for Day TWO.
Day ONE, Thursday, November 29
Morning session
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9.15 am Main Hall of Fortezza da Basso, Opening Session With Cristina Scaletti, Tourism Assessor for the Region of Tuscany and President of the Chamber of Commerce of Florence Vasco Galgani. |
9.30 am Main Hall, BTO – Buy Tourism Online 2012 Program Presentation The promise of this 5th Edition may be described as unconventional, with speedy analysis of certain travel and related trends, goings-on that we’ll find as background in the major part of efforts in the Main and Scientific Halls in the two days at Fortezza da Basso. With 10 minutes as presentation, a preview of the entire BTO – Buy Tourism Online 2012 program, a useful compass for not losing oneself among the numbers.
>>>> Program Presentation: Watch the set of images on Flickr |
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The Online in Italy pointPresents: |
The Social Media in Italy pointPresents: |
The Mobile and Apps in Italy pointPresents: |
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The Reputation in Italy pointPresents: |
The Social Commerce in Italy pointPresents: |
The Brand-Country pointPresents: |
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10.45 am
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10.45 – 11.45 #1 Scientific Hall Internet Better Tuscany Numbers and trends of Tuscany Keynotes and panel discussion Cristina Scaletti Tourism Assessor, Regione Toscana A look at the most significant elements and the most salient data of the online ad campaigns in support of Destinazione Toscana. Keynotes and panel discussion to follow. Contributions: With the participation of people from Fondazione Sistema Toscana, Regione Toscana, Toscana Promozione
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10.45 – 11.45 #2 Scientific Hall It’s raining, goodness how it’s raining…look how it’s coming down! Interview The interlacement between weather and tourism have become fundamental. Weather forecasts play a fundamental factor in domestic weekend tourism or even regarding short breaks from other European cities. Hotel operators, above all those at the seaside, must reckon with always more tourists watchful of every bit of online weather information. Interview by Robert Piattelli BTO Educational  to Colonnello Mario Giuliacci 
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10.45 – 11.45 #3 Tool Box How to create a mobile site with € 50 and in 50 minutes!  77% of the inhabitants of our planet possess a mobile device and more than 1.3 billion people use them for connecting to the Internet. The web is mobile and hospitality enterprises must learn how to use this channel for communication with tourists. In 50 minutes we’ll see how to implement a mobile resource for the institutional and commercial communication support of a tourism business. Speaker: Antonio Maresca, advice and training in the tourism web marketing sector |
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10.45 – 11.45 #4 Focus Hall NSI – QR Places: Smart Tourism Training Session Speakers: Stefano Soglia NSI – QR Places, Giuseppe Frangiamone NSI – QR Places
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10.45 – 11.45 #5 Focus Hall Sestante: The importance of direct sales vs. intermediation, with consideration of the costs. Training Session Speaker: Paolo Desinano Centro di Studi Superiori sul Turismo di Assisi
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10.45 – 11.45 #6 Focus Hall Viral Management: Preview of the first OST (Online Social Travel) The spotlight is on Zenvioo.com Training Session Speakers: TBA
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12.00 am
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12.00 – 1.00 #1 Scientific Hall The tourism of the future. Futurebrand Keynote + panel discussion Today there are many factors that determine the attractiveness of a place, but more and more often the tourist parameters converge towards those of residents. The much longed-for ‘brand reputation’ seems to start, as Carlo Petrini says, “from resident citizens, from their quality of life, from the capacity to be happy, from their care of the land they inhabit. Tourists will come, as a consequence.” Is this the path of tourism of the future? Coordinator Roberta Milano, BTO Educational
Keynote Susanna Bellandi Panel discussion:
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12.00 – 1.00 #2 Scientific Hall A Diet for Online Budgets Panel discussion How can we manage our ever more scrawny 2013 online budgets? PPC? Website redesign? E-marketing? How to measure the ROI of our actions? Coordination Lidia Marongiu, Studio Giaccardi & Associati
Panel discussion:
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12.00 – 1.00 #3 Tool Box Expedia: The Group’s new commercial model: “Expedia Traveler Preference” Training Session The Expedia Group presents the new commercial model of the year. For all hotel partners of the Group and new hotels, it proposes a revolutionary model in which the CHOICE of the client is the center of attention. Speaker: Marco Sprizzi, Area Manager Expedia
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12.00 – 1.00 #4 Focus Hall Simple Booking by QNT [ I ]: Revenue Management & Distribution Training Session Speaker: Italo Paltrinieri, QNT
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12.00 – 1.00 #5 Focus Hall iper.net: Current online reservations scenarios and the tools for understanding the future Training Session
Speaker: Cristiano Quadrelli, CEO iper.net
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12.00 – 1.00 #6 Focus Hall GP Dati: Revenue Management and the new Social Networks. Pinterest and Twitter vs. Facebook Training Session Speakers:
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1.00 pm Lunch break Buffet lunch in Fortezza da Basso. |
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Afternoon session
2.00 pm
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2.15 – 3.30 #1 Scientific Hall This house is not a hotel! Panel discussion There is a very strong tendency that pervades the whole world of online tourism and it is that of the new way to travel via apartments. Sites like HomeAway and Airbnb are revolutionizing the way of travel. A passing trend or a mass phenomenon? What are the prospects for the traditional hotel market? Coordinators: Panel Discussion: |
2.15 – 3.30 #2 Scientific Hall Google+ Local SO.LO.MO [Social Local Mobile] How to make the best use of Google+ Local (the old business listings on Google Maps) in order to obtain Internet visibility—between search engines, social networks and mobile devices. Speaker: Luca Bove, specialist in local search and map promotion. |
2.15 – 3.45 #3 Tool Box Brand Reputation Prof. Francesco Tapinassi, one of the greatest Italian experts on brand reputation, and Sergio Farinelli of QNT update us on state-of-the-art online reviews. All the industry latest, the management and monitoring strategies accompanied by important considerations of the well-established links between online user comments with revenue and occupancy. Speakers: Some of the co-authors of the forthcoming book “Le Recensioni nel Turismo” will participate during this session, among them Roberta Milano, Robi Veltroni, Nicola Zoppi, Suzi Jenkins and Max Gini. Tool Box promoted by: |
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2.00 – 3.00 #4 Focus Hall My-Costpar: From cost analysis to a competitive price! Training Session Speaker: Stefano Fascetti Senior Cost Analysis Consultant My-Costpar
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2.00 – 3.00 #5 Focus Hall ZEROUNO Informatica: The semiotics of consumption. Spaces of transition, from the local fair to Facebook Training Session Speaker: TBA
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2.00 – 3.00 #6 Focus Hall Best Western: Awareness, Revenue, Reputation. 3 ingredients for success Training Session Speakers: Alessandra Niada Head of Marketing Best Western, Fiorella Scognamiglio Web Marketing Executive Best Western
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3.10 – 4.00 #4 Focus Hall Vivafirenze Differentiation of a start-up: the opportunity is non-profit! We were here last year to present the new business model by which Vivafirenze.it, the new non-profit hotel reservation portal, aims to transform the proceeds from affiliated hotel room sales into concrete projects benefitting the cultural patrimony and the Florentine region, maintaining an advantageous business formula with reduced commissions for hotel operators and with no added costs to tourists. After a year of work we’ll show the businesses, the challenges, the results achieved and the development plans of a non-profit start-up that creates its competitive advantage out of the nearby territory, in order to satisfy the growing demand for a tourism that is introduced to authentic local experiences, in a reciprocal respect between the visitor and the place itself. Training Session Speaker: Carlotta Del Bianco, Booking Hotels
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3.10 – 4.00 #5 Focus Hall Aruba Media Marketing
Training Session Speaker: Riccardo Dragoni, Aruba Media Marketing
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3.10 – 4.00 #6 Focus Hall Basilicataturistica.com: from social networks tol networks social
Speakers:
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4.00 pm
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4.00 – 5.00 #1 Scientific Hall The crisis has not been resolved [risOLTA] Interview The economic crisis must necessarily bring increasingly high prices to the market? And is it in difficult times that tourism operators go into panic favoring underpriced options? Roberta Milano, BTO Educational interviews Fabio Maria Lazzerini, Amadeus
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4.00 – 5.00 #2 Scientific Hall Couponomics: the economics of the coupon Keynote + interview Last year we were here to speak about group buying and social commerce as the trends of the year. Was it a passing trend? Or rather has the economic crisis increased the phenomenon? Giancarlo Carniani, BTO – Buy Tourism Online interviews Gabriele Piccoli, Cornell University and Antonio Usai, Università degli Studi of Sassari
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4.00 – 5.00 #3 Tool Box Google AdWords Take back what’s yours! The strategic importance of Google AdWords for the success of your hotel: from “simple” marketing tool for obtaining visibility, to real and bona fide business leverage for competing in an ever more seasoned market. Today the tourism market is more competitive than ever; OTA, social commerce, meta-searches, portals and independent sites… in the tourism industry there are always more players competing and contending for – often excelling at – that which users are really looking for: your hotel! Here then is why Google AdWords becomes an indispensable tool for your hotel in order to rebalance this no longer sustainable dynamic, re-stabilizing, on the one hand, the relationship between “direct” and “intermediate”, and offering itself, on the other, as a means capable of creating new commercial opportunities by way of the promotion of your hotel in contexts that are difficultly reachable by “classic” intermediaries. In the course of the training session it will therefore be emphasized why a hotel must not for any reason drop Google AdWords; what the tangible advantages are that this can bring to your hotel, and how to quantify the investment budget based on the ROI obtained. Finally, operative and concrete actions that can be immediately put into practice will be shown. Speaker: Jacopo Rita, Online Marketing Specialist Bookassist “Tool Box” promoted by: |
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4.10 – 5.00 #4 Focus Hall In Your Tuscany Web 3.0: the strength of the small. But at what cost? Training Session Moderator Danilo Beltrante, In Your Tuscany / Energie Turistiche Discussing the subject:
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4.10 – 5.00 #5 Focus Hall Vivocha: How to increase the conversion rate thanks to online customer service Training Session Speaker: Gianluca Ferranti, co-founder & CEO Vivocha
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4.10 – 5.00 #6 Focus Hall Serenissima Informatica: Increase margins thanks to information technology. Rationalization of structure, integration, tools for revenue and cost control Training Session Speaker: Alessandro Calligaris, Marketing Director Serenissima Informatica
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5.00 pm
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5.00 – 6.00 #1 Scientific Hall China: one, ten, hundred, thousand Let’s talk in BTO – Buy Tourism Online after a year in China, trying to offer more ideas to encourage to explore the theme of tourism a bit ‘complex, if you want to be trapped for all its extraordinary potential can only be studied and besides correctly interpreted by all actors in the destinations. It starts with a view of the theme in sociological, then move on to a track patterns of reception, then the testimony of a leader on the growing trend of buying online cultural services, read key approaches to the new markets [including China] to promote the development of cultural tourism. And finally, Florence and the Chinese University. Coordinator: Speakers: |
5.00 – 6.00 #2 Scientific Hall Social Media Tourism, e-book By Computec experience at the University of Siena, was born an ebook that addresses various issues related to the relationship between tourism and technology. Speakers: |
5.10 – 6.00 #3 Tool Box 9 gestures for a good welcome, beginning with your website A very, very operative seminar on the knowledgeable use of web and social tools. Speaker: Miriam Bertoli, consultant, trainer, revealer, marketing and Internet communication enthusiast. |
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5.10 – 6.00 #4 Focus Hall Hotel Solutions: Marketing and positioning by way of OTA Training Session Speaker: Paolo Catoni, Managing Director Hotel Solutions
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5.10 – 6.00 #5 Focus Hall Nozio Business: Strategies and tools for optimizing online hotel sales Training Session
Speakers: Massimo Trovo’ – WebAcademy Nozio, Elisabetta Furia – Destination Manager Nozio
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5.10 – 6.00 #6 Focus Hall Connectis, Expomeeting, Rete CORE: KITtour: effective proposals for public and private operators Training Session Coordinator: Speakers:
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6.30 pm
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7.30 pm
Fortezza da Basso, Cocktail PARTY