When new industry standards emerge, BWH Hotels is always close at hand. 

Experts from our service centre represent the interests of our partner hotels in key committees – including Ornella Di Dato in the HSMA Expert Circle for E-Commerce & Online Marketing. 

 

Ornella, why are you involved in the Expert Circle?

Ornella Di Dato: Digitalisation doesn't happen at a desk; it happens through exchange between people who want to make a difference. In the Expert Circle, I meet colleagues who are driven by the same questions as I am. We share our collective wisdom, speak openly about challenges, and think ahead together. These impulses help me and my team in our daily work – and strengthen the hotels we support.

 

What are you currently working on?

Ornella Di Dato: At the moment, a lot revolves around Artificial Intelligence. We are analysing platforms like ChatGPT or Gemini to see what opportunities they offer for hotels. We are interested, for example, in how AI reads content, how it influences decisions, and how hotels can remain visible in AI searches in the future. In doing so, we look at the entire customer journey to see how we can reach guests emotionally, even in an AI-driven world.

 

How do our partner hotels benefit from your work?

Ornella Di Dato: Our partner hotels gain access to knowledge that is immediately applicable in daily life. They benefit from trends we identify early and solutions we develop together. This strengthens their digital visibility and simplifies marketing. Ultimately, it's about making every hotel a bit stronger, more visible, and more secure for future developments.