A hundred well-known faces of the travel industry took part in the third edition of Travel Hashtag, the conference event created to encourage networking, business matching and the exchange of ideas on the future of tourism. An innovative format, the one staged in Milan at IVH Group’s Bleisure, extended for the occasion to a wider audience thanks to the live streaming ensured by the talk “20:21 il Turismo della sera” in an extended version; a web marathon curated by Fabio Zinanni in collaboration with correspondents Massimo Terracina, Davide Deponti and Zaira Magliozzi.
Nicola Romanellifounder and President of Travel Hashtag, and Andrea Chiappini, Managing Partner of IVH Group opened the conference, which with the video message of Alessandra Priante, Director of Europe UNWTO, immediately addressed the perspective on the health of tourism in the world ” Strong coordination between states is needed to make a difference and restart tourism ”.
The ENIT President spoke in liaison from Doha Giorgio Palmuccito share ENIT’s strategies aimed at capturing the high-end market: “Intercepting the tourist flows linked to major sporting events such as the Ryder Cup is one of the levers to promote the Italian destination on a high-level target”
THE THEMES: #MILANO ROCKS
Con Luca Martinazzoli, General Manager Milano & Partners, the section dedicated to Milan has opened. The Milan hosting this edition is the most innovative Italian city, projected towards the future and a reference point for the restart of business and leisure tourism “We are very positive, we see a change in the behavior of those who visit the city, and this leads us to also change the strategy with which we communicate. We are adopting a younger language to intercept the new traveler, speaking not only of the new skyline, but giving voice to the soul of the city ”.
Armando Brunini, CEO of SEA Milan Airports, shared a visionary and imaginative speech with the hashtag #aeroportidelfuturo. A path that winds through digital applications, contactless paths, digitalization and continuous innovation. “We are building the journey of the future, which will see connections with vertical take-off vehicles and a network of verticals between the city and the airport, a security system based on biometrics and a speeding up of processes thanks to digitization and technologies such as face boarding. . Not everything is ready today, but it will be tomorrow “
Sustainability and proximity tourism were at the center of the speech by Leonardo Cesarini, CCO of TRENORD, who presented the “Train Trips” project – which also includes a guide to rediscover Lombardy by train created in collaboration with Lonely Planet – as a virtuous example to support and develop this tourism segment that responds to a rapidly growing demand in our Region, but more generally in Italy and Europe. “We are only at the beginning of a path that we intend to grow in the coming years and which will lead us to the 2026 Olympics. The arrival of the new trains that will renew our fleet will improve the travel experience of our customers and will certainly be an added value in the choice of train compared to other means of travel “.
And in a Milan capital of fashion, it could not be missing Daniele Rutigliano, Business Development and Tourism Director of Scalo Milano Outlet & More, to talk about incoming and shopping tourism. “Our communication is based on the storytelling of being” Milanese “: a style that embraces all our activities, made up of fashion, design and experiences also in food.”
THE THEMES: #VIAGGIATORI #TOURISM AND #HOSPITALITY OF TOMORROW
The positivity of Simona Tedesco, Director of the monthly DOVE Viaggi RCS opened the section on travelers and the travel industry of tomorrow: “We have never really stopped traveling, at least dreaming. The dream has kept tourism alive, especially through digital technology, which has become a window on a world that is only temporarily inaccessible. In Dove RCS we have fueled the desire to discover and leave, supporting the changes in the approach to travel that have accelerated over the years: #sostenibilita, #undertourism #bubbletravel #affinitaelettive “
He talked about the travel industry of tomorrow and travel agency distribution Ivana Jelinic, President of Fiavet. To the provocative question about what sense it makes to book at the agency given the ease of access to information and direct booking platforms, he replied “As in all moments of great change, there will be a strong selection. Travel agencies are experiencing a new phase and will be increasingly technological, more performing, competent and efficient in order to offer a personalized and value-added consultancy service “
Antonella Cataldi, Country Manager Italy of Etihad Airways, main partner of Travel Hashtag, shared his reflections on the present and future of airlines, including projects for the recovery of #outgoing traffic and the commitment to make air transport more sustainable and green. “Attention is paid to customer expectations: first of all well-being and flexibility, but also attention to the environmental impact. Etihad Airways is at the forefront in terms of sustainability with the Greenliner EcoFlights project, our 787 with a green livery that sees us as protagonists with Boeing to find sustainable solutions for regular commercial flights “.
Daniela Narici, Sales Manager of Sporting Vacanze, told how he is facing this decidedly uncertain phase in the relationship with suppliers and the market: “our business model is based on the personalization of the trip, on the construction of an itinerary made up of emotions and experiences . It is our added value and our distinctive feature, recognized by the trade and by end customers “.
Enzo Carella, CEO of Life Resorts, opened the section dedicated to # hotels by identifying the macro trends of the sector in Italy: “Upgrading of the offer of the Italian hotel park, contamination in hospitality formats, sustainability and technology at the service of improving consumption and polarization between super-luxury structures and simpler, lower-budget structures. And, above all, the progression also in Italy of the large international hotellerie groups, which qualify the image of hospitality in Italy “.
Paolo Tedeschi, Founder and CEO of HSL Hospitality underlined how the role of consulting is to guide hotel entrepreneurs to analyze and choose the right path. “The PNRR offers us an excellent opportunity because it puts resources in particular to develop the digitization of processes, the organizational efficiency of companies, as well as environmental sustainability”.
Nicola Di Troia, Business Development Director of WIP Architetti commented “Basically, the analysis of the objectives is fundamental, to allow the structure to function correctly and to design or redesign the spaces accordingly. The goal is to improve the use of spaces to offer comfort and a sense of well-being and hospitality which ultimately leads to customer loyalty ”.
An example of complete redesign entrusted to WIP Architetti to create a renewed sense of hospitality is the Hotel Morfeo Milano, which with Adda Attanasio brought its own experience: “the customer is always at the center, and at this moment requests converge on safety, cleanliness, simplicity. Digitization has had a strong acceleration and is now a reality even for small chains, with a positive impact on the efficiency of the systems for the benefit of the customer himself “.
I TEMI: #DIGITAL TRENDS & VISIONS
Giacomo Found, Country Manager Airbnb photographed the trends and hashtags of the moment “First of all #work_anywhere and #travel_anytime: there are no longer distinct spaces between home, office, vacation. And the tourist effects are obviously positive. A corollary of this trend is greater flexibility on dates, destinations, travel experiences, as well as a new geography of destinations, which favors domestic tourism and itineraries far from traditional circuits. In a hashtag: #godomestic #gorural “
Alberto Yates, Regional Manager of Booking.com confirmed the trends that have established themselves – and that will also characterize the near future: “Attention to health and safety, flexibility and proximity tourism, not only in Italy, but also as an incoming European neighbors. And of course sustainability, particularly dear to the new generations of travelers. For this we have created a recognition for hospitality structures engaged in sustainable practices, in collaboration with EY, we have identified 24 sustainable practices to reach zero emissions in the next 20 years. The technology is there and the road has begun ”.
Danilo Campisi, Head of Travel & E-commerce META, on digital and tourism. “From a recent research 5 trends have emerged that will be decisive for the product and communication strategies of the Travel Brands: propensity to resume leisure travel for the cluster> 35 years, the need to prepare coherent products with a more contained budget for the cluster 18-34 years, attention to safety measures, need for sustainable and respectful travel proposals, prevalence of travel within national, rural and on-the-road borders “.
Silvio RebulaCCO of Travel Hashtag, concluded this enthralling edition “We brought back an event format that made the key players of the Italian tourism industry talk and that helped us to tune in to our imminent debut in Abu Dhabi, where the next week we will bring the Italian talk to an international level “.