Travel Onlife

We live in the hyper-connected age that has irreversibly changed the boundary between online and offline, between the material and the immaterial world. We live “OnLife” and this changes the relationship between mankind, machines, people, things and nature.

We are all protagonists of the “unnoticed revolution”, each one of us a recipient and a creator of content.

In the Travel sector, this revolution is, if possible, even more complete; new programmes, new apps, new media, new technologies, each capable of modifying the journey in a way that is as imperceptible as it is profound. Artificial intelligence, machines that “learn”, the Internet of things: even semantically, it is evident that human prerogatives are progressively being attributed to objects. Relationships are changing, behaviour is changing, the chain of organisation of services and the decision-making/purchasing paths of each traveller are changing.

New cognitive models are needed, so that we can find our bearings in the present, read and understand the world, putting man back into the centre.

This is an important challenge that concerns us as operators, as tourists and as individuals.

We have chosen the European Commission’s Onlife Manifesto (Prof. Floridi) as a guide throughout this journey. It is a document that tackles this profound change, by investigating the new human condition in the digital age. We will return to the “Human” theme, already addressed in previous editions, but in a different sense: focusing on the idea of “self”, seeking a “centre of gravity” in the travel market marked by complex transformations.

While on the one hand the effects of ICT in the world of travel are evident, on the other hand tourism is one of the few sectors of the economy in which the contribution of human beings remains dominant and irreplaceable. The “moment of truth”, during which a service is offered, always witnesses the indissoluble interaction between those who offer and those who receive, in a uniqueness in time and space that generates the unrepeatability of that encounter.

The human element remains the fulcrum of the travel experience.

In this BTO we will try to transfer several of the Onlife Manifesto’s considerations into our sector by sharing experiences and interpretations. The goal is to overcome the conflict between machines and humans within the new relationship between man and technology and show how the fusion of their abilities leads to exceptional results.


Choose the best ticket and participate to BTO2020, on 12th and 13th February in Florence.


BTO2020’s four thematic paths: Hospitality, Destination, Digital Strategy & Innovation, Food & Wine.