Smart business on the italian Via Francigena for accommodations
Free hotel training with SloWays and BehaviorSMART
This innovative program, based on behavioral science, aims to reduce the operating costs of facilities, reduce environmental impact, and improve the traveler experience through more effective communication through techniques such as “nudging.” The initiative includes online meetings, a digital platform, and the study of the results by the University of Surrey.
SloWays brand of S-Cape Partners Italy, a Tour Operator specializing in slow walking and cycling trips on the great routes, is official partner of the European Association of the Via Francigena Ways, launches the Smart Business Accelerator program for Hoteliers in collaboration with BehaviorSMART and the School of Hospitality and Tourism Management of the University of Surrey, UK.
Registration is open from 7th to 17th March 2025
“As SloWays, we are aware of the environmental impact of tourism and have set ourselves the ambitious goal of achieving Net Zero. With a view to innovation, we offer this activation of resource optimisation free of charge to accommodation facilities to help them reduce their costs while improving their environmental footprint and improve services along the Via Francigena. In the future, we aim to expand this methodology to other paths and territories, with a replicable and scalable model.”
— Tullia Caballero, Director of Sloways
This route, free for the first 20 properties registered along the Italian Via Francigena, will help hoteliers adopt innovative solutions to align with the growing demand for sustainable stays, at no additional cost to customers as per Expedia’s Research of 2022. The program will optimize cost management and improve the quality of the traveller experience through more effective communication.
The program includes about 10 hours of investment, divided into 4 online meetings of 40 minutes during which are discussed the progress and any challenges in the process and the use of the beSMART digital platform which takes accommodations through mini-actions that activate the desired change in communication and operations. Participating hoteliers will be able to follow the change activation at their own pace, through thematic modules that provide concrete and easy-to-implement tips.
“The approach we use at BehaviorSMART for this project is based on the principles of behavioral economics and psychology. We analyze how travelers make decisions and use the design of choices to guide them towards actions that benefit companies, travelers and the destination.”
— Milena S. Nikolova, PhD Founder, Expert in behavioral economics in tourism.
The program
The program will provide participating hoteliers with coaching and a digital guided execution tool offering practical business tips based on human psychology. You can apply them and improve your communications, pricing, guest satisfaction, and operations. Through visual cues, persuasive messages, and predefined choices, nudging helps to positively influence behaviors, without imposing restrictions
Practical examples include: Visual incentives to encourage towel reuse and reduce daily linen change for extended stays, and installing filtered water fountains to reduce plastic bottle consumption.tag.
In addition to the practical value, the project has a strong scientific and educational component, as it will be part of a study conducted by the School of Hospitality and Tourism Management of the University of Surrey (UK). The results of the actions implemented by hoteliers will be monitored and analysed to provide scientific evidence of the effectiveness of the changes introduced. The project is coordinated by Professor Xavier Font, who has trained over 5,000 reception facilities on how to improve and communicate their commitment to sustainability.
Participation – worth about 900 euros per facility – will be completely free for the first 20 registered facilities, while another 10 facilities will be able to participate at the special price of 250 euros. The costs of the program will be fully covered by SloWays, which has included this initiative in its annual plan of actions to support environmental and social sustainability.
To register for the program visit this link
Registration is open from 7th to 17th March 2025.
Meet the Via Francigena and Sloways at the “Fa’ la cosa Giusta!” fair from 14th to 16th March 2025.
