Thirty years in the hotel industry, from the dining room to sales management, and a simple idea: technology in hotels isn’t something you buy with a license—it’s something you learn by doing.
Cristian Brocculi now uses AI every day in the sales department of the Aqua Hotel in Rimini—quotes, emails, content, contact management—with verifiable results: responses that used to take hours now take minutes, materials in multiple languages, and no increase in staff.
He doesn’t sell software or give demos: he shares examples from his own work and explains where AI goes wrong, where it needs to be monitored, and how to convince a team to use it. At BTO, he engages with the people who work with it every day.
