Innovazione

💋 Mikado, part of Mondelēz International, launched an exclusive Valentine's Day Limited Edition and the Mikado Kiss Cam at the Frecciarossa Final Eight 2025 in Torino's Inalpi Arena until February 16. Illustrator ilbaffogram designed the new packaging and related communications. The campaign involves on-field activations, influencer partnerships, a digital campaign with three animated stories, and a dedicated TV spot. The Mikado Kiss Edition bipack offers three design variants and includes two 75g Mikado Milk packs and a special photo frame gift. ZooCom Next Gen managed the project.

🍸 The Grand Margarita, also known as Cadillac Margarita, originated in the '80s and has been included in the International Bartenders Association's list from 2024. A symbol of Mexican culture, it's made with tequila, lime, and orange liqueur. Larry J. Cano, the founder of El Torito restaurants, is credited with the drink's creation in 1983 by substituting triple sec with Grand Marnier, serving over 7 million glasses in 1984. Officially recognized in 1987 by the Montreal Gazette, the cocktail features 45 ml of reposado tequila, 30 ml of Grand Marnier, and 15 ml of fresh lime juice, shaken and strained into a tumbler or coupe with a lime slice garnish.

🏨 Google has introduced new layouts for hotel search results to improve user experience, focusing on intuitive discovery and selection of accommodations. Tests in Italy show a shift from list views to dynamic columns and rows, aiming to provide immediate visual information and interactive content. The changes may respond to the Digital Marketing Act's (DMA) suboptimal performance. Innovations include metasearch ads at the top of search pages, up to ten images per hotel, detailed review sections, and enlarged map previews. Callouts have been removed for a cleaner presentation. High visual quality and positive reviews from hoteliers can leverage these changes for increased engagement and conversions.

🍻 Naty's unveiled a new range of premium mixers at Beer&Food Attraction 2025 in Rimini, from February 16-18, and will also present at Levante Prof in Bari, March 9-12. The line includes Indian Tonic Water, Mediterranean Tonic, Ginger Beer, and Pink Grapefruit Soda, all in 200 ml glass bottles, packed in cartons of 24. Charles Flamminio will showcase the mixers with special offers and Signature Cocktail tastings at Naty's booth.

🌿 Amadori, an Italian company, enhanced its “Veggy” product line with 100% Italian legume proteins, excluding added soy, and featuring four products: “Le Birbe Veggy,” “Cotolette Veggy,” “Veggy Burger,” and “Polpettine Veggy.” The “Veggy” range, awarded “Product of the Year” 2024 for "Vegetable Meat," now focuses on sustainability with packaging in 90-100% recycled plastic, aiming to shift to full R-PET. Matteo Conti, Director of Strategic Marketing, emphasizes the company's commitment to sustainability and innovation while responding to consumer demands for quality, safety, and Italian origin.

🥘 GrosMarket, part of the Gruppo Sogegross, renews its main sponsorship with IFSE – Italian Food Style Education, a prestigious international culinary academy, reinforcing its commitment as a strategic advisor and provider of high-quality products and services for the Horeca sector. IFSE, known for combining Italian culinary tradition with innovation, offers students access to exceptional ingredients, masterclasses, and show cooking sessions at GrosMarket's Rivoli location. This partnership, continuing into 2025, is a step towards supporting culinary professionals, with training facilitated by the GrosMarket LiveLab program, both in-store and online.

🍺 Acqua Minerale San Benedetto, beverage market leader, confirms its role in the Horeca channel by attending Beer&Food Attraction 2025 at pavilion C3 (Stand 160). In the past 15 years, San Benedetto evolved its portfolio to include premium, modern, and functional beverage lines like San Benedetto Millennium Water and BAR Specialist, aligning with consumption trends and Horeca demands. The brand showcases innovations such as San Benedetto Succoso Zero and Thè San Benedetto, plus Mito Collection and Extra Sparkling in new packaging formats, catering to a market with a 21.3% share. Schweppes enhances Mixology Circus on February 17 with Yuri Gelmini, featuring Schweppes Selection and a new Tonic Basil & Sicilian Lemon flavor.

🍕 During SIGEP 2025, Michelin-starred chef Gennaro Esposito of "La Torre del Saracino" in Vico Equense (NA) was interviewed by Fabio Russo. Highlighting the importance of evolving pizza without losing its authenticity, Esposito emphasized technology's role in enhancing gastronomic quality. He advocated for communicating the value of ingredients and cooking technology to customers, reinforcing Italian culinary excellence globally.

🍨 Maestra gelatiere Katia Cavallo from Grottaglie (Taranto) showcases Puglian artisanal ice cream at the Italian Song Festival in Sanremo, with Aig Puglia at Villa Nobel. Special flavors like "Gelato di Mandorla," "Dal Salento al Gargano," and "Dolce Sanremo" represent regional tastes. Cavallo, a finalist in the Coppa Italia di Gelateria and the only female knight of ice cream in Puglia, offers these flavors at her shop, Gelatika, during the festival week. Her signature "Tarentum" flavor was served as dessert at a Sanremo dinner.

💸 AI-generated intelligence has made significant strides in recent years, centralizing its role in the tourism industry. AI agents now automate and optimize the entire booking process, potentially incentivizing direct booking and reducing reliance on intermediaries. However, they may reinforce OTA dominance by favoring large platform information over official hotel websites, potentially widening the gap between large chains and independent establishments. For an inclusive revolution, new systems must ensure fair access to the opportunities offered by AI. Operator by OpenAI exemplifies the evolving booking experience, with plans to manage the whole booking process, from search to transaction. Italian hoteliers face the challenge of optimizing digital strategies for competitiveness, considering channel management, offer optimization, and personalized experience. Despite potential, AI in tourism faces challenges like operational autonomy, system fragmentation, and reservation process rigidity. Only two years after ChatGPT's launch, the industry has seen a revolution in travel search and booking, with the advent of AGI potentially bringing even more profound changes.