Interview with Paola Baldacci

Advisory Board | Digital Strategy

Paola Baldacci – Freelance Journalist

In a few lines, from your point of view and based on what you have gathered so far, what are the main developments that you think could be presented at BTO11? So, an invitation for the audience to take part.
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. These are some of the guidelines that BTO11 will propose to its public, seeking to amplify this to all sectors of travel and not only “hospitality”. Because “travel” is comprised of many services that contribute all together to creating the experience within the destination.

In your workgroup, what do you deal with specifically?
I introduce topics on the innovative distribution of air services; destination management for important international destinations; the “in destination” tourism products that are the points of contact between B2B and B2C, overcoming the dichotomy between the two channels; “ancillary” sales: how to earn beyond your own field, for a destination and as a hotel.

Destination, Digital Strategy, Food and Wine Tourism and Hospitality – the main topics of BTO11. Your contribution will be incorporated into the scientific programming schedule. The underlying theme is SMART. Can you help us to break this down from your perspective and with regards to the theme you are handling?
For me, Smart means stimulating and I could take the example of an energy drink. In technology, it is a programme that evolves with the user questions.
I would like to imagine that very soon the “new” will be as easy for us as drinking a juice, without fearing to be inadequate. Or, worse, derided.

Do you have anything else to add?
One piece of very practical advice: always give journalists a way out (or at least one piece of news to write about). Otherwise to them, BTO will seem incomprehensible and uncommunicable.
That said, we continue to be visionary!