BTO11 – The Smart Edition

Being “Smart” in tourism means providing innovative digital services that can improve the experience of travellers, the management of destinations, the management and marketing of companies in the sector.

Toolboxes return to BTO11

This format, which over the years has promoted highly innovative themes for the tourism sector, offers everyone who has always followed them, a generous range of training “nuggets” that can be useful for day-to-day work in the hospitality sector.


From Display & Search marketing, with focus on Metamotors, to Content Marketing, putting the accent more on the strategy than on the channel. You will also find the fundamentals of SEO, Email, Instagram and Facebook Advertising, as well as various moments dedicated to Data Analytics and the study of metrics.


Our goal at BTO11 | Right here, right now, is not to focus on technology itself, but to investigate technology’s potential to transform supply and demand. Innovations in the field of traceability of blockchain products now make it possible to establish a firm and distinctive link with the territory.


Hotel distribution is increasingly complex: from convergence on metamotors and distribution channels that are increasingly difficult for OTAs to control with loyalty schemes, tariff dumping, and bed banks shifting from B2B to B2C.

Ticket, promo BTO LOVES YOU

If you buy your tickets from 00.00 to 23.59 on the 14th February, you’ll get two tickets for the extraordinary price of 349 euros.

Download the App MyBTO!

MyBTO app for smartphones: the best way to explore the event.
MyBTO will help you find the location, organize your schedule, learn more about various information, topics, speakers and exhibitors.
Download it now, so you won’t get lost!
The “BTO11 | Right here, right now” official app


Interview with Gianluca Diegoli

In this sense, I believe that, combined with the intelligent, we can convey creative ideas in the areas I described earlier, which utilise technology to improve the perception and palatability of the offering, without making it seem awkward and intrusive – this may well be the key to success for many realities.

Interview with Nicoletta Polliotto

The spirit of BTO is clear and transparent. Constantly renewing is the secret ingredient in any successful recipe for companies operating in hospitality. Perhaps this is the only way to go. BTO, with its ever-renewed and innovative pathway, is an excellent example of this.

Interview with Roberta Milano

The speed of change in tourism is exponential, as the complexity increases year by year. BTO is an event and also a beacon, for orienting itself in digital transformation – to understand, to study, to develop skills and to learn how to act.

Interview with Roberta Garibaldi

Being SMART in the food and wine tourism sector means offering innovative services able to improve not only the tourist’s experience, but also the quality of life of those residing in the tourist destinations and, not least, the profitability of companies operating in the territory.

Interview with Giancarlo Piccirillo

An open look towards the future of tourism, a future – and one that already exists in some parts of the world – full of opportunities arising from the development of systems able to render more intelligent the actions of different actors in tourism, such as the destinations, operators and travellers.

Interview with Karin Venneri

The aim is to discuss new trends, technologies, tools of the trade, contamination from sectors flanking tourism such as payments, and the many new opportunities for development.

Interview with Antonio Pezzano

There is the new challenge of conveying the destinations not only in marketing terms (in the sense of communication), but also as a real product (urban planning, management of tourist flows).

Interview with Susanna Mensitieri

Key trends, cutting-edge innovation, forecasting data, strategies and records that define the future of travel and its industry – BTO11 will be all of this. BTO is an ecosystem that collects, connects and distributes.

Interview with Paolo Grigolli

Successful examples and experiences of development within the territory that have tourism as a fundamental component. Areas of post-industrial regeneration, connections between public and private, innovative business models that demonstrate the need to exit the Italian “comfort zone” and take on new projects.

Interview with Rodolfo Baggio

The idea is to show how academics and researchers from the tourism world are anticipators of trends and phenomena and how they can provide valuable tools to rationally analyse the various situations whilst avoiding “myths” and “urban legends”.

Interview with Luca Vescovi

Today, the hospitality industry has dozens of scientific studies on how to properly manage its digital presence – SMART means putting them into practice.

Interview with Paola Baldacci

Innovation in distribution technology systems, in digital communication, in the construction of products presented in a concrete way. Case studies described in simple language. Interviews with central figures of companies. Relevant examples.

Interview with Luca Bove

A look towards the market trends that we need to ponder and plan, without forgetting the practical actions to be undertaken immediately to improve the performance of tourism activities.

Interview with Giovanni Liberatore

Tourism start-ups have a thousand good ideas – do we want to understand them and help them be put into practice? Everyone talks about overtourism as an inescapable cataclysm, but is it really so? These are very important issues for me.

Interview with Stefan Marchioro

I am in charge of the Destination Management System in support of destinations and businesses in organising and managing the tourist offering, also digitally. To be SMART, it is necessary to be better organised at the level of “Tourist Destinations”!

Interview with Nicola Zoppi

Participating in BTO is necessary given that it is the only event to offer ideas, innovations and updates on the health of tourism whilst facilitating an enjoyable sharing of content that is relevant for the entire sector.

Interview with Mariapina Trunfio

The new challenges of Smart Tourism: creating innovative business models for destinations and businesses; integrating participatory planning with forms of e-participation to increase stakeholder engagement; developing experiential platforms of sharing and co-creation of tourist experiences in which the tourist becomes the “visit-actor”; defining new semantic scenarios for the identification of tourist profiles.

Interview with Francesco Palumbo

With BTO, you access a very up-to-date and complete “panorama” on the innovations of the future of tourism and, in line with the scenario represented by many international protagonists, you receive the operational tools, the so-called “Toolbox”, set to be the informed players and protagonists in any part of the supply chain.

Interview with Alessandro Gualtieri

Being “Smart” means not putting up barriers or resistance but, to the contrary, opening up, dialoguing and sharing. If I had to create a slogan for a hypothetical ad, I would suggest: “knowledge sharing”.

Interview with Giulia Eremita

The main innovation consists of a guided and reasoned pathway in line with the interests of the public, mainly in hospitality (including hotel add-ons), governance (tourist agencies, DMOs, transport), tour and experience providers and retailers (especially in the food and wine sector).

Interview with Robi Veltroni

BTO11 sees the return of the Toolbox, a format that allows hoteliers to elaborate on the topics covered, availing of techniques and real training courses, in the main panels dedicated to the hospitality industry.

Bed Talks BTO2017 | TEN

Philip Wolf

Andrea D’Amico

Douglas Quinby

Gigi Tagliapietra

Rosy Russo

Andrea Sesta

Mariarosaria Taddeo

Luigi Deng

Tao Tao

Michele Cignarale

Leonardo Romanelli

Gianluca Diegoli

Emilio Casalini

Max Uggeri

Anna Paola Concia

Mauro Santinato

Hjalti Baldursson

Ait Voncke

BTO2017 | TEN

BTO2017 | TEN
Ten, according to Pythagoras, was the perfect number. It constituted the Tetraktys which, in turn, is the sum of the first four numbers and represented the four main cosmogonic principles – four just like the thematic halls here, at the tenth…

Thank you very much!

Thank you very much!
SAVE THE DATE – BTO 2017: November 29th and 30th in Florence.
The 10th edition of BTO – Buy Tourism Online.

Follow the streaming #BTO2016!

Two intense days for the travel industry with Booking[.]com, Airbnb, Expedia, TripAdvisor and other top companies from the industry. Take a look at all the events and watch them in streaming on November 30th and December 1st!

November 30th, 2016
BTO 2016 – DAY ONE
November 30th, 2016

WHY! Business travel in the age of the internet

We are pleased to invite all Italian Travel Managers to join us at BTO 2016, as we take a close look at the future of the business travel sector in light of the sharing economy and growing online platforms, alongside AirPlus International our partner for several years now, who will be contributing their knowledge and experience….

WHY! It’s time for edition number 9!

Since 2008, the BTO’s mission has been to decipher the numerous changes that have taken place in the world of tourism and hospitality.
Nine years ago we found ourselves at the beginning of a “perfect whirlwind” that was about to sweep the whole sector away, as the Internet had reached a level of development that was…

Towards BTO 2016

BTO 2016
november 30th & december 1st, at Fortezza da Basso (Florence)
9th edition of BTO – Buy Tourism Online ♥
BTO – Buy Tourism Online is the number one event for tourism and online technologies today. Now in its ninth year, its characteristic blend of scientific research and creativity continues…

Sponsors & Exhibitors

Do you want to enhance the visibility of your company at BTO 2016?

An opportunity not to be missed, it is only valid for one company
Full offer terms and exclusive benefits!

Valid only for 4 sponsors
Full offer terms and exclusive benefits!


Thank you :)

Thank you very much!
SAVE THE DATE: November 30th and December 1st in Florence, at The Fortezza da Basso. The 9th edition of BTO – Buy Tourism Online.

Rewind Day ONE – December 2nd 2015
Rewind Day TWO – December 3rd 2015
Speakers BTO…

MyBTO is new for BTO 2015!

A networking platform that helps you to connect.
From now on, with MyBTO you can:

add further information to your profile, making yourself more recognisable to others in the MyBTO community
create and print your personalised badge to present on the 2nd and 3rd December at Fortezza da Basso, in order to access BTO 2015; this…

Themes & Format

Two incredibly intensive days on the themes of Travel & Innovation, Distribution of the Tourist Product, Social Media, Mobile, Stories and Attractors of Tourist Destinations, Culture and Economic Value.
7 themes – like the 7 notes of a scale – for the most musical edition ever:

We’are mobile obsessed…


Free from cause and effect, we spin horizontal threads in space and vertical threads in time, which intersect in an infinite spiderweb (web).
At every intersection an individual, and every individual is a luminous drop of crystal (IT’S ME, .ITisME), and every drop reflects the light of others, crystals in…

Early Booking

Tuesday 15th September at 9.00 prompt, registration opens for BTO 2015, the 8th yearly edition of BTO – Buy Tourism Online, for EARLY BOOKING and the best deals we can offer you.
BTO 2015 awaits you on the 2nd and 3rd December in Florence, once again at Fortezza da Basso:…

BTO 2014: florence event december 2-3

Great anticipation for the 7th edition taking place at Fortezza da Basso With Philip Wolf, founder of PhoCusWright©, confirmed again this year.

Florence, July 24 2014 – The date is set for the 7th edition of BTO on December 2 and 3 at Fortezza da Basso in Florence….

3) Giancarlo Carniani: PhoCusWright Conference, toward #BTO2013 – Day THREE november 21st

From Miami, Giancarlo Carniani – Scientific and artistic Director of BTO – Buy Tourism Online 2013 – comments Day Three of PhoCusWright Conference 2013.

The Travel Innovation Summit@The PhoCusWright Conference – presented by Brand USA – showcases the next wave of innovation in travel.
Travel Innovation Summit attendees come prepared to discover the next market-changing innovations,…

2) Giancarlo Carniani: PhoCusWright Conference, toward #BTO2013 – Day TWO november 20th

From Miami, Giancarlo Carniani – Scientific and artistic Director of BTO – Buy Tourism Online 2013 – comments Day Two of PhoCusWright Conference 2013, the workshops.

The Travel Innovation Summit@The PhoCusWright Conference – presented by Brand USA – showcases the next wave of innovation in travel.
Travel Innovation Summit attendees come prepared to discover the next…

1) Giancarlo Carniani: PhoCusWright Conference, toward #BTO2013 – Day ONE november 19th

From Miami, Giancarlo Carniani – Scientific and artistic Director of BTO – Buy Tourism Online 2013 – comments Day One of PhoCusWright Conference 2013, dedicated to Travel Innovation Summit.
The Travel Innovation Summit@The PhoCusWright Conference – presented by Brand USA – showcases the next wave of innovation in travel.
Travel Innovation Summit attendees come prepared to…

“.IT IS ME, I AM THE STAR”: Join in, put your face to it!

The person at the centre of everything is the thread that connects the 2013 edition of BTO – Buy Tourism Online.
The motto “.IT is YOU” will accompany every part of the two day programme, held in Florence’s magnificent Fortezza da Basso.
The scientific programme will particularly revolve around the…

Hospitality Social Awards: ecco i finalisti

Dopo il successo della prima edizione, tornano i premi italiani dedicati alle migliori strategie di Social Media Marketing nel turismo e nell’ospitalità.
Hospitality Social Awards sono un’iniziativa ideata, organizzata e promossa da Teamwork, società di consulenza alberghiera, ospitata all’interno del BTO – Buy Tourism Online. L’evento vuole premiare l’eccellenza delle idee, la viralità…

Cultura & Travel

Nei più di 95 eventi srotolati dentro il programma scientifico delle due giornate di BTO – Buy Tourism Online 2013, 3 e 4 dicembre a Firenze, sempre in Fortezza da Basso: Cultura & Travel.
Con la cultura si mangia?
Esiste un approccio che permetta di valorizzare al meglio il patrimonio culturale e,…


The “Toolbox” will be returning to BTO – Buy Tourism Online with around 24 lectures on “what to do when”.
First launched at the 2012 edition with 10 sessions, this year’s “Toolbox” will be divided into BASIC and ADVANCED, and will fit firmly within the whole schedule of the…

Early Booking [with gadget]

From next Tuesday August 27, registrations for the 6th edition of BTO – Buy Tourism Online will open with the first early booking to be “boosted” by a hi-tech gadget.
The admission price will be presented along the same conditions as the past two…

.IT is YOU

The person at the centre of everything, the theme of BTO – Buy Tourism Online 2013.
.IT is YOU will accompany everything that happens during the two days in Florence, next 3 and 4 December, with a scientific programme that revolves around the – ONE OF A KIND – ability that we… is Media Partner di BTO 2013, il Portale ufficiale della Toscana, si conferma media partner di BTO 2013. La redazione giornalistica di ha seguito tutte le manifestazioni, fin dalla sua prima edizione alla stazione Leopolda di Firenze, con tg dedicati, interviste, articoli e approfondimenti.
Per chi volesse rivivere BTO 2012 ha creato una pagina speciale dedicata che raccoglie gli…

BTO 2013 Conto alla rovescia: 3-4 Dicembre Sesta Edizione in Fortezza

Torna il 3 e 4 dicembre 2013 BTO – Buy Tourism Online, l’evento educational di respiro internazionale dedicato al mondo del travel 2.0, promosso da Regione Toscana, Toscana Promozione e Camera di Commercio di Firenze, organizzato da Fondazione Sistema Toscana e Metropoli – Azienda Speciale della Camera di Commercio di Firenze, con la direzione scientifica e…

Being an Exhibitor

BTO – Buy Tourism Online is a great opportunity for businesses whose target market is tourism industry operators. By becoming a member of the Exhibitors’ Club, you can:

present yourself with a dedicated stand
run your own product presentation in one of the Fortezza da Basso Halls, as part of the event’s scientific programme schedule