In the hospitality sector, the Digital transformation represent a Immediate need to maintain competitiveness in the market.

The sector's evolution is today geared towards the creation of a integrated and AI-enhanced ecosystem, capable of translating data complexity into concrete operational strategies, from predictive analysis to generative and agentic solutions.

The series of events Evolution It arises from the awareness that the synergy between systems and new technologies is the main driver for generating value. Enabling PMS, ERP, POS, and Data Intelligence to communicate within a single information flow allows market trends to be anticipated and business performance to be optimised.

After the stages in Rome and Lugano, HBenchmark – together with Oracle, Oracle NetSuite, RTT, BigBrain e Yato by Mashfrog Group – presents the Milan event, focused on the quantitative and qualitative analysis of technological evolution in the hotel sector.

Event Details

• Data 16 June 2026
• Time: 09:00 – 14:30
• Headquarters Oracle's Milan Headquarters — Via Massimo D’Azeglio 4, 20154 Milan

Programme and Interventions

1. Opening of proceedings and in-depth discussion on the digital transformation scenario – a Care of Organising Partners (Oracle, HBenchmark, RTT, BigBrain, Yato). Framing of the current scenario regarding the evolution of data architectures and analysis of the importance of integration between management systems for operational efficiency.
2. The impact of Artificial Intelligence on hotel operational processes Speaker: Luca Vescovi, Development Manager at OpenRosetta.ai. Technical and strategic in-depth analysis of the advantages to be gained from adopting AI-based solutions in the daily management of accommodation facilities.
3. Case Study: The Digital Transformation Journey Speaker: Giovanni Fedele, Procurement Manager of Borgo Egnazia & EGNAZIA – Italian Hospitality. Presentation of data and results achieved through the application of a digitalisation plan in a high-profile hotel establishment.

Key themes of the meeting

• Technological evolution: Analysis of future market scenarios and updates on digital tools for the sector.
• AI & Business Intelligence: Application focus on the impact of data and artificial intelligence on hotel performance metrics.
• Benchmark and Case Studies Comparison based on real evidence and historical market data.
• Professional Networking: Sessions dedicated to tourism industry professionals and decision-makers.

At the end of the works, a light lunch will be provided, prepared by Michelin-starred chef Umberto De Martino.

How to participate

The event will take place exclusively in person. Due to limited availability, participation is subject to confirmation by the organisers. Register now!