The 16th edition of BTO – Be Travel Onlife ended by leaving a clear message: the search for a balance between artificial intelligence (AI) and the irreplaceable value of human interaction is one of the most important challenges in the tourism sector. It has been two intense days of discussions, comparisons and innovations, which have shed new light on how technology is profoundly transforming the way we live and plan travel.
As soon as the threshold of the Stazione Leopolda was crossed, the vibrant energy of the event that transformed the ancient railway structure, with its arches in iron and brick, was immediately perceived. a hub of creativity and technology, with industry experts, companies and visionaries gathered to explore the new frontiers of tourism.
The conferences and panels I attended were a true source of inspiration, one of the most enriching experiences of the year, which I try to sum up in these lines.
Index of Article
AI and augmented reality: the journey becomes digital
PhoCusWright’s data, presented by analyst Giancarlo Carniani, show that tools such as virtual reality (VR) and augmented reality (AR) are revolutionizing tourist experience. 64% of European travellers uses VR to explore hotels and attractions before booking, while 50% appreciate the practical functions of the AR, such as real-time translations.
Artificial AI is still at an early stage in Europe (29% use), but in the United States it is already adopted by 39% of travellers, who mainly employ it to plan activities, flights and accommodation. Francesco Tapinassi, Scientific Director of BTO 2024, stressed the importance of conscious use of AI: "Artificial intelligence is not an enemy of man, but an extraordinary tool that, if well used, can improve the travel experience. "
Gastronomy and authenticity: new trends in tourism
Among the central themes of the event, food and wine tourism has caught the attention thanks to the panels curated by Roberta Milano. Enogastronomy is now a primary motivation in choosing destinations for 14% of the U.S. and for a growing share of Europeans.
An interesting focus has concerned the use of AI in the creation of food and wine itineraries. In the United States, 38% of travellers use these tools to find inspiration, while in Europe numbers are even lower: Switzerland (23%), Germany (17%), Italy (15%). However, a common desire emerges: tourists seek authenticity and tradition, preferring local and sustainable experiences.
Enoturismo: opportunities and challenges
Enotourism is growing, with an increase of 18% in 2023 and an annual expansion forecast of 12.9% over the next five years. However, as evidenced by the Wine Tourism Hub survey, digitization and specific skills are still lacking: 46% of Italian companies are unprepared to exploit new technologies.
Despite these difficulties, The potential is huge. According to the study presented by Roberta Garibaldi:
- 40.1% of Italian winemakers would like to use AI to optimize their itineraries.
- 38.6% want tools to help identify sustainable experiences and authentic places.
- 32% would prefer personalized tips on destinations and activities.
Edges and innovation: the heart of Italy
Another key theme was the enhancement of the villages and the inner areas, with virtuous examples such as the small smart village of Sellia in Calabria or Community Cooperatives in Molise. Tuscany has shined as a case of excellence, thanks to its projects of digitization and innovation in tourism, presented by Stefano Ciuoffo, Regional Councillor.
These territories demonstrate how technology and governance can work together for improve the quality of the tourist offer, keeping the values of tradition alive.
Technology and hospitality: the future of distribution
One of the most anticipated meetings of BOT 2024 brought together the large distribution players, including Booking.com, Airbnb and Google Travel, to discuss the future of hospitality. We talked about increasingly personalized marketing campaigns and the integration of tools like ChatGPT for booking management.
Cristina Spata di Booking. Community illustrated how AI can improve customer interaction and optimize content, while Luigi Delfino, Google Italy Head of Travel & Tourism, presented the Google Smart Report project, designed to help Italian SMEs discover the most useful applications of artificial intelligence for their industry and understand how to make the most of them.
Digital Avatar: between revolution and provocation
Scene blow, almost at the end of the event, when on stage he took the word the first digital clone in the world. Simone Puorto, an international consultant, expert technophilosoph of travel and hospitality, and founder of Rebyū, who challenged the sector with a revolutionary experiment. Thanks to advanced technologies of artificial intelligence, Puorto has created an extraordinarily realistic avatar, which replicates appearance, voice and 25 years of professional experience.
This provocation opened a debate on the future of hospitality, a sector based on human relations but ready to welcome technological support to improve the efficiency and involvement of guests.
The question arises spontaneously: is hospitality ready for a technological revolution of this magnitude? Or are we in front of a limit that we do not want to exceed?
The 16th edition of BTO – Be Travel Onlife once again demonstrated that technology is not an enemy, but an ally. And if AI and digital innovations are profoundly transforming tourism, the balance between innovation and tradition will be the key to meet the needs of modern travelers, increasingly looking for authentic and personalized experiences, which they can't ignore the human touch.
