Innovazione

📆 Titanka Spa, a company managing over 800 million euros in annual bookings, is integrating Artificial Intelligence (AI) into its Customer Relationship Management (CRM) software designed for the hospitality industry. CEO Marco Baroni explained that the demand for fully automatic systems, like their "Mr Preno" room selling system, is to compensate for front-end/back office staff shortages. However, AI lacks the critical sensitivity of human experts and can make errors due to lack of expertise. The real challenge is determining the limit of AI intervention and knowing when human interaction is necessary. AI's difficulty in understanding human intentions and improving through generative methods is a myth unless humans provide clear instructions. The interaction between humans and AI needs to be reciprocal for AI to perform tasks effectively. The dilemma of revealing to customers that they're interacting with a bot remains, as this can discourage the human-machine interaction and potentially lead to booking abandonment. More questions asked to AI also mean higher energy consumption for the facility. The ideal solution is not to rush into AI adoption but to understand its limitations and apply it to specific functions.

🍰 Guglielmo Cavezza, master pastry chef from Naples, won the 4th edition of the Mille&UnBabà contest with his innovative "Italo" babà. Praised for blending tradition and experimentation, Cavezza received 1000 kg of Mulino Caputo flour and €1000. The jury, including Sal De Riso and Gennaro Esposito, was impressed by his use of rosemary, basil, blackberry, blueberry, and raspberry. The event at Grand Hotel Vesuvio in Naples showcased international talent with unconventional ingredients like Argentine gin and fresh lucuma.

🏖️; Summer will see the resurgence of holiday village formula, appealing increasingly to families, according to Belinda Coccia, commercial director of Futura Vacanze, and Rabeea Ansari, managing director Southern Europe and emerging market for Club Med. Tradition and innovation are balanced, with tour operators investing in customer experience enhancements. Long-haul destinations remain popular, with Club Med sales about 70% long-haul, while Veratour's CEO Stefano Pompili highlights Egypt and Tunisia as exceptional performers.

🚂 Trenitalia's Business AV director, Pietro Diamantini, highlights the Italian railway sector's evolution with a focus on growing tourism influenced by international travelers and 'bleasure' trends, combining work and leisure. Trenitalia invested €1.3 billion in new trains, including the Frecciarossa TR1000-14000 set to enter service in October with a 40% increase in Executive class seats and enhanced onboard services. International expansion features the Milan-Paris route resuming on April 1, Paris-Marseille in June, and plans for a Milan-Rome-Munich connection by 2026, with growth in Spain also noted. Digital innovation will improve onboard Wi-Fi and entertainment, plus a user-friendly app for premium service bookings. Infrastructure enhancements in Southern Italy aim to streamline travel with upgrades like the Napoli-Bari route, increasing connections to Pompei, the Amalfi Coast, and Gulf islands. The Trenitalia Pass will enable travel agents to create customized travel packages for foreign visitors.

🚢 Busitalia announces a €44 million investment for 111 next-generation buses by summer, under CEO Serafino Lo Pane. The FS group company focuses on intermodality, including lake ferries on Lake Trasimeno and airport connections to Salerno, Perugia, and Orio al Serio for Brescia and Verona. They also plan new Dolomite links from Padova to Cortina. Aiming to enhance Italian tourism accessibility, they seek collaboration with travel agencies and online platforms to provide integrated services.

🚗 Busitalia (Gruppo FS) will deliver 111 new buses by 2025 with an investment of €44 million. The announcement was made at the BMT - Borsa Mediterranea del Turismo in Naples, by CEO Serafino Lo Piano. The buses feature ergonomic seats, USB/USB-C and 230V sockets, Wi-Fi, and accessibility for disabled persons, with 360° cameras and digital mirrors on some models. New strategic connections will enhance sustainable mobility, including Airlink services from Verona Porta Nuova and Brescia to Orio al Serio Airport starting April 14, and improved navigation on Lago Trasimeno with increased daily links beginning March 30, 2025.

💸 Uvet reported a positive trend for February's Business Travel Trend (BTT) Travel Value at 103, a 6-point increase from February 2024. The BTT Transactions rose by 5 points year-over-year. Average spending remained stable at 127. Flight BTT Travel Value reached 90 in February 2025, up from 84 in February 2024, with national flights increasing by 13 points year-over-year. Rail and Hotel BTT Travel Value both grew by 8 points. Car Rental BTT Transactions and Travel Value were stable, with average spending up by 3 points. Analysis over five years highlights the pandemic impact, with transaction indices at 31 and 33 in '20 and '21, but recovering to 62 and 73 in '22 and '23, respectively. Average prices peaked in '22 (index 127). The 2023 and 2024 data show signs of easing inflation. The indices are based on a consistent sample from a mix of large, medium, and small companies using Uvet GBT services from 2019-2024, covering air and rail transport, hotel stays, and car rentals, excluding variables like new client acquisition. The BTT reflects overall Business Travel trends, not just Uvet GBT performance.

🏖️ Casa Cook, a premium lifestyle hospitality brand, launched in 2016 in Rhodes, is set to open its first Italian facility in Madonna di Campiglio in June. The brand, which has expanded into Greece, Egypt, and Turkey, joins the portfolio of four existing Casa Cook hotels. Goldman Sachs Asset Management Company acquired the Casa Cook and Cook’s Club brands in May 2023, marking a new growth phase. The Madonna di Campiglio hotel, managed by Treasurests Hospitality Group and part of the Jp Hospitality division of Hospitality Investors Club, will feature 50 design rooms, a gym, spa, and an innovative boot room. Three-star Michelin chef Jacob Jan Boerma will oversee the culinary experience. Design is a collaboration between Casa Collective Ltd and Remo Marsala, founder of Vision Alphabet. Future expansions in Italy may include seaside locations like Sicily and Marina di Pisa, while in Europe, potential growth areas are Switzerland, Austria, Croatia, and Portugal.

📈 Going, launched in 2022, eyes 2025 with ambitions to increase its revenue from €33 million in 2024 to over €45 million. Maurizio Casabianca, the chief commercial & operations officer, highlights the growth, tripling pre-Covid figures. Growth drivers include a synergy with Disney, positioning Going as the official distributor in Italy for Walt Disney World Orlando. Combinations with Disney World and authentic experiences are spearheaded by Ivana Di Stasio, focusing on eco-sustainable travel. Additional destinations like Japan offer alternative itineraries. The 'Stylosophy on tour' training events began on March 12, accompanying a 14-stop roadshow and incentives detailed by sales director Mariagrazia Verna. New offerings include Going Resorts in Sharm el Sheikh, Marsa Matrouh, Crete, and Rhodes, featured in a new catalogue available next week.

🍷 Castelli Romani, hailed as Città Italiana del Vino 2025, selects Francesca Giubelli, an AI-created virtual influencer with a "blue check" from Meta, to promote wine culture and attract visitors through an event calendar across ten municipalities. The influencer, devised by Francesco Giuliani, Emiliano Belmonte, and Valeria Fossatelli in 2020 using AI tools Leonardo and ChatGPT, was created without funding or backers. A chatbot is soon to launch on the event's website, furthering promotion via social media.