The Stazione Leopolda in Florence returns to be the protagonist of the debate on tourism of the future with BTO 2024 – Be Travel Onlife, scheduled on 27 and 28 November 2024. Once in its sixteenth edition, the event is confirmed as one of the reference appointments for tourism professionals and digital innovators, with a central theme that could not be more current: "BALANCE: AI Confluence in Travel". In the centre, the comparison between the advances of artificial intelligence and the unique value of human interaction, a crucial balance for the global tourism sector.
Index of Article
A high-level program to explore the future of tourism
Promoted by Region Tuscany, Chamber of Commerce of Florence and organized by Fondazione Sistema Toscana, Tuscany Tourist Promotion and PromoFirenze, BOT 2024 will host international experts and representatives of the leading tourism players, including Booking.com, Google Travel, Airbnb, and prestigious hotel chains such as Four Seasons, Marriott International and Starhotels.
The program, edited by a team of specialists under the guidance of Francesco Tapinassi, embraces four main themes: Destination, Digital Strategy, Food & Wine Tourism and Hospitality. Among the new protagonists of this edition, TourEspana as main sponsor, and the debut of BTO Women, a format conceived and coordinated by Clara Svanera, dedicated to women who are redefining the global tourist panorama, exploring themes such as happiness, courage and innovation.
And of course you can not miss the Social Media Team, of which I am part of this year, who will tell the live minute event per minute (or almost) with the hashtag ♪. Because the Leopolda event is not just an event for professionals, but it wants to be a place of inspiration and comparison for anyone want to understand how artificial intelligence is changing the way to travel and live experiences.
Unmissable appointments of topic Hospitality
For those work in the hospitality sector or, like me, deals with it in various ways for professional reasons, BOT 2024 represents a unique opportunity to deepen the current changes.
Not by chance among the top events of the topic Hospitality, coordinated by Nicola Zoppi, stand out the panels that explore the revolutionary role of industryai, with a particular focus on revenue management, the customization of experiences and the evolution of distribution models. Here is an overview of the most anticipated meetings, which promise to offer a detailed and innovative vision of the future of hospitality.
The impact of new technologies in hospitality: challenges and perceptions of operators (Day 1, 14, Hall #2)
An unmissable appointment to address one of the most complex and current issues in the sector: the barriers that hinder the adoption of new technologies in hospitality. Moderated by Francesco Tapinassi, Scientific Director of BTO 2024, this debate will involve representatives of Federalberghi, Confindustria Hotel e Confesercenti, offering a direct comparison of the difficulties and opportunities of digitization.
Among the key points of the panel:
• The different perceptions the process of digitization between accommodation and guests, with an analysis of expectations and operational realities.
• The shortage of qualified human resources, a criticality that hinders the adoption of innovative tools and raises questions about the future of training in the sector.
• The internal technological gap in the world of hospitality, with a focus on the different levels of advancement between hotels and their impact on customer experience.
The panel will also highlight the difficulties faced by professionals in the sector, highlighting how technology, while offering advanced solutions, can be challenging for staff not properly trained. Through a dynamic and thorough comparison, the speakers will look for identify blocks and barriers which prevent the structures from fully exploiting the potential offered by new technologies.
This session a precious opportunity for operators and managers who want to better understand the challenges of digitization and identify strategies to overcome them, promoting sustainable and inclusive transformation.
The great players of the distribution between persuasion, loyalty and AI (Day 1, 15, Hall #4)
In this panel of BTO 2024, the giants of the tourist distribution Booking.com, Google Travel and Airbnb They will share their strategies to dominate a constantly evolving market, discussing challenges and opportunities related to the integration of artificial intelligence into their business models.
Among the key themes of the debate:
• The importance of customer loyalty in an increasingly competitive and technologically dominated context.
• Like digital communities and personalized service services are redefining the relationship between platforms and users.
• Trend analysis 2025, with a focus on new habits travel and strategies to meet needs of increasingly demanding customers.
The panel is a unique opportunity for those who want to know directly from the protagonists of the industry how artificial intelligence is changing the booking landscape, both hotel and extralberghiere.
Compared hotels brands: alternative destinations in Tuscany (Day 2, 10, Hall #6)
In a comparison between Italian and international hotel groups, this panel will highlight the strategies adopted to enhance less known destinations in Tuscany. A theme of great importance, which explores the growing interest in authentic experiences and out of traditional circuits.
The panel will discuss:
• How brands respond to the expectations of contemporary travellers, increasingly attentive to sustainability and local experiences.
• The impact of these strategies on the tourist attraction of the region, with a focus on successful case studies.
• The role of artificial intelligence in promoting alternative destinations, through business intelligence tools and predictive models.
The triple interview with the Revenue AI (Day 2, 9, Hall #1)
This panel will see the protagonists representatives of BeonX, Duetto and Ideas, three of the leading revenue management platforms based on artificial intelligence. During this session of BTO 2024, speakers will reveal how their solutions exploit AI to optimize revenue management, focusing on dynamic pricing, predictive analysis and real-time adaptation to changing market needs.
Participants will have the opportunity to discover:
• How AI affects behaviors of customers, anticipating preferences and booking habits.
• The effectiveness of predictive algorithms in identifying trends and market opportunities to maximize structure performance.
• Case study on how these platforms are helping hotels and hotel chains to increase competitiveness in the global market.
The session will be characterized by a practical and interactive approach, ideal for professionals who want to better understand how AI can transform their revenue strategies.
Artificial Intelligence and Digital Marketing: Innovation, Strategies and the Future of Hospitality (Day 2, 15, Hall #5)
Digital marketing evolves through AI, transforming campaign customization and interacting with guests into real competitive advantages. During this session, leader of prestigious hotel chains They will show how artificial intelligence is revolutionizing how to do marketing in the hospitality industry.
Panel highlights:
• New paradigms of digital marketing, where AI is not limited to improving operational efficiency but creates highly personalized experiences for guests.
• Innovative solutions and case studies, demonstrating how using chatbots, virtual assistants and advanced analytics can increase customer engagement and satisfaction.
• The role of ChatGPT in management reservations and guest messaging, with practical examples of implementation.
This session is a must for who tries to stand out in a market increasingly crowded, offering guests unique and memorable experiences.
These appointments offer an overview of the challenges and opportunities related to artificial intelligence in the hospitality industry. From revenue management leaders to distribution giants and digital marketing visionaries, BTO 2024 promises to be the ideal place to discover how technology is redefining global tourism.
We will then see you at the Leopolda on 27 and 28 November, and for those who cannot be there, do not forget to follow us on social networks #BTO2024.
