At BTO 2025 in Florence, the air had that acquainted cost that makes this occasion in contrast to anything in Italy. BTO has spent greater than fifteen years turning digital tourism right into a residing organism, a spot the place concepts collide, the place individuals be taught by publicity reasonably than instruction, and the place new initiatives appear to look virtually by spontaneous combustion. It’s the second of the yr when researchers, operators, and the same old tribe of innovators collect to match notes, check intuitions, and perceive the place the business is definitely heading. Additionally it is the primary Italian assembly floor for anybody working in digital tourism who desires actual conversations reasonably than well mannered showcases.
Inside this ambiance, one session particularly drew the room’s consideration. It appeared close to the top of this system and carried the power of one thing that needed to open a brand new chapter reasonably than sign that the day was closing. Beneath the title Zero Click on, Zero Friction, Romy Abbrederis, Founder and CEO of Foyer, set the stage by describing how her platform quietly automates quotes, bookings, room blocks, and a great portion of a resort’s back-and-forth, utilizing a direct bridge between the PMS and the inbox. At her facet had been Alessio Re and Simone Puorto, who had simply launched Elegia, the primary AI orchestrator for hospitality, a layer meant to vanish into the background and alter the best way operations breathe with out demanding consideration.
Collectively, they checked out why the previous manner of operating motels is breaking down. They laid out a blueprint for a world the place discovering motels and operating them are utterly altering. The group introduced a imaginative and prescient that challenges the best way the business has operated for many years. Inns are nonetheless operating on workflows designed for an older model of the web, based mostly on clicks and handbook searches. However visitors have moved on. They now dwell in a world the place they anticipate prompt solutions and quick motion. The panel took a tough take a look at this disconnect and handled it with the precision of a diagnostic session.
They began with a easy reality. The wrestle of being a traveler and the wrestle of being a hotelier are linked. Discovery and operations are each fragile proper now. Simone Puorto defined that traditional search has collapsed into the “zero click on” period. Over 60% of searches now finish with out anybody clicking a hyperlink to a web site. This is not only a dip in site visitors. It’s a whole change in how data strikes. Being seen is not about search engine optimization rating anymore. It’s about being “readable” by AI fashions that do not provide you with a listing of hyperlinks however present a direct reply. Your web site is not a vacation spot anymore. It’s a knowledge supply, and if machines cannot learn your resort, people will not discover it.
From there, Alessio Re shifted the main target to the plumbing behind the scenes. He identified that even if you’re seen, the hidden equipment of resort tech is usually too sluggish to maintain up. Most methods replace availability at intervals of half-hour or extra. That makes motels invisible to AI instruments that anticipate real-time responses. The message was blunt: with out digital structure that works in real-time, even the very best advertising story is irrelevant.
From there, the dialogue shifted to resort operations, the place a lot of the day by day strain continues to fall on reservation groups. Romy Abbrederis outlined how clever automation can deal with the structural points behind this workload with out decreasing human oversight. Drawing on her operational expertise in her household’s 4-star resort, she emphasised that e-mail stays the first channel for advanced, high-value interactions reminiscent of group inquiries and company journey. She famous that significant automation on this space is dependent upon deep, real-time integrations with property administration methods, making interoperability and connectivity extra vital than ever.
This concentrate on linked, real-time operations set the stage for the broader conclusion of the session: the challenges going through motels are now not remoted inside particular person workflows however are signs of a system that should perform as a unified entire.
The session wrapped up with a transparent imaginative and prescient: a frictionless future is not sterile or automated only for the sake of it. It’s a panorama the place machines lastly do the mechanical work they had been meant to do. This leaves people to deal with the nuance and empathy.
The business has a window of alternative to adapt, however it will not keep open eternally. Those that clear up their knowledge and replace their tradition now will outline the requirements for everybody else.
Romy Abbrederis
Romy Abbrederis is the CEO and Co-founder of Foyer. Her firm builds AI brokers to assist resort employees work smarter reasonably than more durable. By automating time-consuming duties like answering emails and getting into bookings, Foyer lets motels course of requests in seconds. Her drive to enhance operations is private as a result of she grew up in her household’s 4-star resort in Liechtenstein. She labored in practically each position, from housekeeping to administration. Earlier than founding Foyer, Romy labored as a software program engineer within the gaming and banking industries. She can also be the founding father of the Vaduz Mild Pageant, which was the primary of its variety in Liechtenstein and the primary to be held within the Metaverse.
Alessio Re
“Knowledge First, Speak Later” is the tenet for Alessio Re. Based mostly in Zagreb, he’s the founding father of Klartika and the co-founder of Elegia, a brand new impartial AI orchestrator for hospitality. Alessio focuses on advertising expertise and AI options to assist motels navigate the messy world of knowledge monitoring and privateness. He views himself as an architect of tech ecosystems and cuts via vendor noise to construct methods that truly work for the hotelier reasonably than the software program corporations. A real international citizen, he has lived in seven nations and visited over eighty. When he isn’t fixing resort knowledge pipelines, you will normally discover him trying to find Zagreb’s finest specialty espresso or craft beer.
Simone Puorto
Simone Puorto is a techno-philosopher, advisor with over 25 years of worldwide expertise, and the prolific writer of 5 best-selling books exploring the intersection of expertise and the journey business. He’s Head of Rising Traits & Strategic Innovation at Hospitality Web, the main international platform for hospitality professionals. Simone additionally serves as a board advisor to greater than a dozen international tech corporations, together with BWG World, RobosizeME, Sleap, and E23. He’s the founding father of a number of innovation-driven ventures on the forefront of hospitality and expertise, together with Journey Singularity, Elegia, and Rebyū. Simone made historical past by organizing Polybius, the world’s first hospitality occasion held fully within the metaverse. Within the tutorial sphere, he’s a revered MBA lecturer, and his written work contains over 300 revealed articles featured on main platforms, along with greater than 100 others revealed below pseudonyms or as a ghostwriter. He describes himself as a “digital bodhisattva,” mixing philosophical inquiry with technological advocacy to relentlessly discover and develop the boundaries of human potential.
About Elegia
Elegia is the impartial AI orchestrator for hospitality. Based by business innovators Simone Puorto and Alessio Re, the corporate designs and implements bespoke expertise ecosystems that optimize operations, improve visitor expertise, and drive sustainable development. With independence as its core worth and foresight as its tenet, Elegia empowers hoteliers to navigate the complexity of AI adoption and rework innovation into measurable aggressive benefit. Study extra at elegia.io.
Normal Data ElegiaElegia
