Tourism 2.0 protagonist in Florence: on December 2nd and 3rd BTO (Buy Tourism Online) back in Fortezza da Basso. More than 140 events ready to make people think about the many facets of a constantly evolving field, 9 different halls set up for the occasion.
A key role will be up to the Oracle Hospitality Hall (Visions), a wide location where researches and debates will alternate interviews and keynote speeches, all simultaneously translated from Italian to English and vice versa.
Live streaming from Oracle Hospitality Hall (Visions): click here!
Expected on stage several experts and international representatives like Gigi Tagliapietra, Fabio Cannavale, David Turnbull, Rodolfo Baggio, Larry Mogelnosky, Sydney Burdick, Helena Egan, Andrea D’Amico and Walter Lo Faro.
Each appointment will be introduced and moderated by the editors Philip Wolf – founder of PhoCusWright Inc. and chairman of the QuickMobile’s office in Vancouver – Giancarlo Carniani – Scientific Director and Head of BTO’s Artistic Concept – and Roberta Milano – university professor, consultant and Co-founder of BTO Educational.
Here is a brief preview of the program:
WEDNESDAY, DECEMBER 2ND
09:15 – 10:10
Keynote Speaker: Gigi Tagliapietra
The launch of BTO gives an overview of this year’s 7 topics. A musical opening during which Gigi will help us to explain why ‘Synchronicity’ and why the 7 main topics were chosen.
MURDER BY NUMBERS
10:20 – 11:00
Keynote + Interview: Lorraine Sileo – Philip Wolf
The 15 most important online happenings in the last year.
MAN IN SUITECASE
11:10 – 12:00
Keynote Speaker: Matteo Stifanelli
Talkback: April Rinne
The exponential growth of Airbnb has demolished certainty in the hospitality sector. No longer a Sharing Economy phenomenon, it has become a real leading player, considered by many as a true competitor of giants like Booking.com and Expedia.
EVERY LITTLE THING SHE DOES IS MAGIC
12:10 – 12:50
Keynote + Interview: Dorianne Richelle – Martin Cowen
It’s irrefutable that every little thing Facebook does is magic. Facebook’s head of European Travel explains why this is, in response to questioning by Tnooz.
OH MY GOD
12:55 – 13:10
Special Event: Fabio Zaffagnini
The event of the year. Every TV channel in the world talked about it. In the USA Fabio Zaffagnini is already a rock star and his video “Rockin’ 1000 – Learn to Fly” has been viewed more than 25 million times. The creator tells us how it happened.
CAN’T STAND LOSING YOU
14:05 – 14:30
Keynote + Interview: Fabio Cannavale – Giancarlo Carniani
We were on the verge of losing Lastminute, but instead the new group, which also includes Bravofly and Rumbo, has bounced back. In an interview by Giancarlo Carniani to Fabio Cannavale, we try to understand how it’s possible to gain a share of the market in the face of the Booking/Expedia duopoly.
WRAPPED AROUND YOUR FINGER
14:40 – 15:10
Keynote Speaker: Fabio Galetto
It’s been an interesting year for Google, particularly with the arrival of ‘Google Instant Booking’. Will it change the world of distribution? After Hotel Finder, we find out how Google is becoming more directly involved in travel brokerage.
NEXT TO YOU
15:20 – 15:50
Interview: Del Ross – Philip Wolf
We take an in-depth and up-to-date look at what Google could do with its new travel products. How will the ‘instant booking’ services of Google and Tripadvisor affect the market?
KING OF PAIN
16:00 – 16:50
Keynote + Talkback: David Turnbull – Jan Tissera – Jean Luc Chretien – Giancarlo Carniani
With a keynote speech by David Turnbull (one of the men behind the success of the CitizenM brand), we attempt to analyse the changes occurring in distribution. Are all the major hotel companies – Accor, Starwood, Hilton – looking at the booking.com model?
WALKING ON THE MOON
17:00 – 17:50
Panel: Euro Beinat – Rodolfo Baggio
An excursion into some of the technologies that will revolutionise our way of viewing and analysing data. All are technologies already in existence, which just need to be “synchronised” with our everyday working methods.
THURSDAY, DECEMBER 3RD
THE BED’S TOO BIG WITHOUT YOU
09:15 – 10:00
Keynote Speaker: Larry Mogelnosky
Talkback: Carlo Fontana – Giovanna Manzi – Giancarlo Carniani
The 20 innovations that will change the world of hospitality through the analysis of an attentive observer like Larry Mogelonsky. When will they arrive? How can we be ready?
10:10 – 10:40
Interview: Marcello Masi
Guest: Carlo Petrini
The TG2’s Director interview the founder of Slow Food, the person placed by the Guardian among the 50 people that could save the planet.
MESSAGE IN A BOTTLE
10:50 – 11:40
Keynote + Talkback: Carroll Rheem – Joanna Darwin – Fabio Lazzerini – Roberta Milano
Destinations Marketing seen through its procedures and the successful model of BrandUSA. We discuss the future of destinations with reference to well-established models like VisitLondon and others in process of rebirth such as Enit.
VOICES INSIDE MY HEAD
11:50 – 12:40
Keynote + Talkback: Daniele Beccari – Ghassan Teffaha – Lorenzo Lanari – Philip Wolf
The voices we have inside, above and through our heads: the voices of our mobile phones. We take a look at the remarkable research of Criteo and attempt to analyse, understand and discuss it.
TOO MUCH INFORMATION
14:00 – 14:45
Keynote Speaker: Sydney Burdick
Talkback: Giulia Eremita – Giancarlo Carniani
Big Data in tourism & metasearch travel behaviors of Europeans. Everything you should know about travel habits and trends when planning a trip and searching for a hotel room through the metasearch. How these huge amount of travel information get produced and handled? Big Data in Tourism can really tell everything needed? An exclusive research by Trivago for BTO 2015 to know more about Big Data in the metasearch world.
TRUTH HITS EVERYBODY
14:55 – 15:40
Panel: Thomas Landen – Helena Egan – Yahya Fetchati
Instant Booking on a platform such as TripAdvisor threatens to change the usual procedures for online booking. Large companies such as Marriott welcomed it immediately, others, like booking.com, have taken a while to get used to it. Is the TripAdvisor model stronger than ever? There’s a world beyond reviews.
WHEN THE WORLD IS RUNNING DOWN YOU MAKE THE BEST OF WHAT’S STILL AROUND
15:45 – 16:10
Interview: Tomaso Rodriguez – Philip Wolf
The Uber phenomenon has literally thrown the online world and the world of transport into turmoil with its quotations and a business model everyone is copying. We try to understand this phenomenon through an interview by Philip Wolf to Tomaso Rodriguez.
NO TIME THIS TIME
16:15 – 16:50
Keynote: Vincenzo Cosenza – Roberta Milano
How the Italian Regions are dealing with tourism on Facebook, Twitter and Instagram. Quantity and quality, classification and analysis. Which types of content work, and why? The most engaging tweets, posts and photos.
DON’T STAND SO CLOSE TO ME
17:05 – 18:00
Interview: Walter Lo Faro – Andrea D’Amico – Giancarlo Carniani – Philip Wolf
A double interview to the two dominating figures on the online market.