New horizons on a human scale

HUMAN. The main theme for the 2020 edition of TTG-SIA-SUN could not be anything else.

This theme prompts you to think about how innovation, cutting-edge technology, social transformation and global events may have a direct impact on people, profoundly changing demand and consequently the supply of goods and services. Including those geared towards travel and hospitality

Having entered the new decade, it’s time to ask ourselves:
How many “tourism worlds” can we imagine and what are they?
How can we map out and design new scenarios?

Tourism's great "Human-Centric" convergence

From space tourism to Bubble Habitats, home automation for hospitality, molecular cuisine and personalised DNA-based food, numerous proposals now focus on the traveller’s individuality, subjectivity and safety. They will continue to grow, strengthen and diversify, and will become increasingly “Human-Centric”.

Emotional intelligence, sustainability, ethics, accessibility, equality and non-hostile language will therefore have to blend and work together within a single scenario.
But how can we ensure they can coexist?
How can they be applied in future product strategies?

Every proposal  will draw inspiration from the four cornerstones of the relational and communicative process:



















Innovation is also innovation of thought. It requires a greater capacity to interpret the information, experiences and data gathered through technology. Lateral thinking and concrete actions are indispensable if we are to leverage on the knowledge capital acquired over time. Understanding the market and thereby generating new business models able to leverage on the (very human) need of strong emotional connections.


Humans “feel” from the moment they are born, long before they have the capacity to understand. The traveller’s emotional link with the service or product can therefore be developed by continuously building a relationship based on feelings. This relationship grows and evolves only as long as the brands are able to detect and correctly interpret the traveller’s feelings, and devise engaging, holistic, personal and exclusive travel experiences.


Although artificial intelligence has created algorithms able to produce social content and interact with users automatically, human beings will nevertheless continue to speak for the tourism industry. What language should be used to establish lasting relationships and generate virtuous communication? 
The basis for building effective and compelling Human Speak are kindness, the ability to listen, responsibility, and an awareness that words give form to thought.


The challenge of the next decade is to reassert the central role of people in new technologies; these represent an extraordinary upgrade – but not a replacement – of the Human. The future of business lies in its capacity to offer experiences based on a human-to-human support service built on expertise, a resource whose value is being rediscovered. Going along with the customer’s tastes is no longer enough: we need to anticipate them. We need to shift the focus from the masses to the individual.

"Over the next 100 years,
while artificial intelligence
takes us even further away from our real
nature as human beings,
nothing will be more valuable
than things that make us feel more
in touch with ourselves."

(Alessandro Baricco, The Game)