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1st INTERNATIONAL CONGRESS ON GASTRONOMIC TOURISM, PAMPLONA
1
Günter Exel, Tourismuszukunft
Pamplona, February 22nd, 2018
...
2
ESTE ES LUIS
3
LUIS WONDERS WHY
HIS RESTAURANT DOES NOT
ATTRACT NEW CUSTOMERS …
DIGITALLY MINDED? OF COURSE!
LUIS HAS A WEBSITE – AND IT‘S EVEN
MOBILE FRIENDLY …
LIKE YOU ALL HAVE
MOBILE FRIENDLY
WEBSITES, TOO …
DO YOU HAVE
MOBILE FRIENDLY
WEBSITES?
DO YOU HAVE
WEBSITES
AT ALL?
8
Mastertextformat bearbeiten
NO, LUIS DID EVERYTHING RIGHT …
YET HIS RESTAURANT DOES NOT
ATTRACT NEW CUSTOMERS!
HEY, LUIS HAS GREAT REVIEWS
FROM CULINARY GUIDES!
TRAVELLERS ARE RELYING
MORE ON DIGITAL INSTANCES THAN
ON ANALOGUE INFORMATIONS
DINING DECISIONS ARE TAKEN
ON THE SPOT AND ARE INFLUENCED
BY FELLOW TRAVELLERS
SO IT‘S ALL ABOUT TO
BE FOUND ON THE WEB …
… AND TO PROFIT FROM
WORD OF MOUTH
14
WHAT CAN LUIS DO?
LET ME GIVE YOU SOME IDEAS …
15
BE PRESENT LET YOUR
CUSTOMERS FIND YOU
Be present on those platforms where the
social traveller gains his inspirations!
BE PRESENT
IN SEARCH
AND SOCIAL
Display your restaurant the
best possible on multiple digital
channels
16
17
BE PRESENT ON GOOGLE
WEB SEARCH
Google My Business:
Register and update
your data on
google.es/business
18
BE PRESENT ON GOOGLE
WEB SEARCH
19
BE PRESENT ON GOOGLE
WEB SEARCH
20
DATA ARE SOCIAL – AND YOU
CAN DO A LOT TO INFLUENCE THEM!
21
BE PRESENT ON
SOCIAL MEDIA
Social Media:
» Instagram: highly inspirational for new
clients – great to be found through
...
22
BE PRESENT ON THE MOST
IMPORTANT PLATFORMS
Search Engines:
» Google My Business: one-time registration
Rating Platforms...
23
BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE
24
BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE
25
BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE
26
BE PRESENT ON FACEBOOK PLACES
YOU CAN‘T AVOID IT!
27
BE PRESENT ON FACEBOOK PLACES
YOU CAN‘T AVOID IT!
28
BE PRESENT ON GOOGLE TRIPS
AND BE AWARE OF THE RATINGS!
29
BE PRESENT FOR
ALEXA, SIRI & CO
BE PRESENT
AND PROVIDE
YOUR DATA!
Check out
http://schema.org/Restaurant
and set informations for
address and contact data...
31
BE SOCIAL
TALK TO YOUR GUESTS
Engage with past and potential customers on
social media channels and rating platforms
32
BE SOCIAL ON
SOCIAL MEDIA
Social Media Platforms:
» Instagram, Facebook, Twitter
» Storytelling with Instagram Stories,...
33
BE SOCIAL ON INSTAGRAM WITH
INSPIRATIONS AND DISCOVERIES
34
BE SOCIAL ON FACEBOOK WITH
INFORMATIONS AND DIALOGUES
35
BE SOCIAL
STORYTELLING
VIA „STORIES“
Instant experiences,
shared via Facebook
Stories, Instagram Stories,
WhatsApp Stat...
Have an eye on …
#TripAdvisor
#Facebook
#Google
36
BE SOCIAL
MONITOR
WHAT IS SAID
ABOUT YOU
37
BE SOCIAL ON TRIPADVISOR
EXPLAIN DASHED EXPECTATIONS
38
BE SOCIAL ON FACEBOOK
DON‘T IGNORE YOUR GUEST‘S FEEDBACK!
39
BE SOCIAL ON GOOGLE – DON‘T
UNDERESTIMATE THE POWER OF GOOGLE!
… and don‘t be afraid to respond
#quickly
#respectfully
#honestly
40
BE SOCIAL
DON‘T BE
AFRAID OF
CRITICISM!
41
BE SOCIAL REACH OUT &
LEARN FROM YOUR
GUESTS!
Source: http://www.independent.co.uk/life-style/food-and-drink/the-shed-at-dulwich-was-london-s-top-rated-
restaurant-just...
43
BE SOCIAL YOU DON‘T NEED
APPS LIKE STARBUCKS BARISTA!
Source: https://techcrunch.com/2017/01/30/starbucks-unveils-a-vir...
44
BE SOCIAL ON FACEBOOK
MESSENGER AND WHATSAPP
Sources: http://torrepoblado.com/, https://www.diegocoquillat.com/el-resta...
45
CHATBOTS
PERSONAL
RECOMMENDATIONS
Suggestions for travel,
accomodation and
activities via messenger
„I am looking for a...
46
BE EXCITING CREATE
CULINARIC
EXPERIENCESGive your customers something to talk about – and be visible
on social media an...
47
BE EXCITING AND CREATE FOOD
TOURS OR COOKING CLASSES!
48
BE EXCITING AND CREATE FOOD
TOURS OR COOKING CLASSES!
49
BE EXCITING AND ASK YOUR
GUESTS TO TALK ABOUT YOU!
Social Media:
» Communicate your profiles
» Ask for sharing
» Reshar...
BE EXCITING
HOW‘S YOUR
INSTAGRAM-
ABILITY?
#Your Restaurant is a stage!
#Facilitate sharing & reshare
#Communicate hashtag...
51
BE EXCITING AND
YOUR CUSTOMERS
WILL SHARE
52
BE PERSONAL MAKE
GUESTS TALK ABOUT
YOU!Don‘t underestimate the power of private communication via
messengers like Whats...
53
WHATSAPP
PERSONAL
RECOMMENDATIONS
Inspirations through
culinaric experiences of
friends and family
„I want to experienc...
BE PERSONAL
MAKE IT EASY
TO SHARE
#Presence on Web & Social
#Location on Facebook & Co
#Instagrammability
#Hashtags
#Be a ...
Gracias por tu hospitalitad, Cafeteria S'Entrada, Santa Eugènia/Mallorca! 55
BE PERSONAL YOUR
GUESTS SHARE THE
LOVE!
56
BE YOURSELF CREATE
YOUR UNIQUE STYLE
Give your customers something to talk about!
57
YOU DON‘T HAVE TO
BE A STAR …
58
DON‘T HAVE TO MESS
AROUND WITH VR …
59
BUT BE YOURSELF AND
SHOW WHO YOU ARE
60
BE YOURSELF
THAT’S ME …
THANKS!GÜNTER EXEL
TOURISMUSZUKUNFT
Presentation on Slideshare
www.bit.ly/pamplona18
Twitter: @...
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Gastronomic decisions, por Günter Exel

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“Las decisiones gastronómicas están cada vez más impulsadas por TripAdvisor, Facebook, Google & Co.” Presentación de Günter Exel, Marketing Consultant from Austria and member of the International Consulting Network, eTourism consultancy Tourismuszukunft en el I Congreso Internacional de Turismo Gastronómico

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Gastronomic decisions, por Günter Exel

  1. 1. 1st INTERNATIONAL CONGRESS ON GASTRONOMIC TOURISM, PAMPLONA 1 Günter Exel, Tourismuszukunft Pamplona, February 22nd, 2018 SOCIAL SAVOURS THE DIGITAL FACE OF FOOD TOURISM
  2. 2. 2 ESTE ES LUIS
  3. 3. 3 LUIS WONDERS WHY HIS RESTAURANT DOES NOT ATTRACT NEW CUSTOMERS …
  4. 4. DIGITALLY MINDED? OF COURSE! LUIS HAS A WEBSITE – AND IT‘S EVEN MOBILE FRIENDLY …
  5. 5. LIKE YOU ALL HAVE MOBILE FRIENDLY WEBSITES, TOO …
  6. 6. DO YOU HAVE MOBILE FRIENDLY WEBSITES?
  7. 7. DO YOU HAVE WEBSITES AT ALL?
  8. 8. 8 Mastertextformat bearbeiten NO, LUIS DID EVERYTHING RIGHT … YET HIS RESTAURANT DOES NOT ATTRACT NEW CUSTOMERS!
  9. 9. HEY, LUIS HAS GREAT REVIEWS FROM CULINARY GUIDES!
  10. 10. TRAVELLERS ARE RELYING MORE ON DIGITAL INSTANCES THAN ON ANALOGUE INFORMATIONS
  11. 11. DINING DECISIONS ARE TAKEN ON THE SPOT AND ARE INFLUENCED BY FELLOW TRAVELLERS
  12. 12. SO IT‘S ALL ABOUT TO BE FOUND ON THE WEB …
  13. 13. … AND TO PROFIT FROM WORD OF MOUTH
  14. 14. 14 WHAT CAN LUIS DO? LET ME GIVE YOU SOME IDEAS …
  15. 15. 15 BE PRESENT LET YOUR CUSTOMERS FIND YOU Be present on those platforms where the social traveller gains his inspirations!
  16. 16. BE PRESENT IN SEARCH AND SOCIAL Display your restaurant the best possible on multiple digital channels 16
  17. 17. 17 BE PRESENT ON GOOGLE WEB SEARCH Google My Business: Register and update your data on google.es/business
  18. 18. 18 BE PRESENT ON GOOGLE WEB SEARCH
  19. 19. 19 BE PRESENT ON GOOGLE WEB SEARCH
  20. 20. 20 DATA ARE SOCIAL – AND YOU CAN DO A LOT TO INFLUENCE THEM!
  21. 21. 21 BE PRESENT ON SOCIAL MEDIA Social Media: » Instagram: highly inspirational for new clients – great to be found through hashtags in connection with product, topic or place » Facebook: ideal for staying in touch with steady customers – but also an local platform! » Twitter: Important if you focus on hashtags – but also a great multimedia tool!
  22. 22. 22 BE PRESENT ON THE MOST IMPORTANT PLATFORMS Search Engines: » Google My Business: one-time registration Rating Platforms: » TripAdvisor: the one-stop-show for many travellers » Yelp: app/platform for local businesses » ViaMichelin.es: 13 top restaurants » Ratings on Google and Facebook » BE SOCIAL
  23. 23. 23 BE PRESENT ON APPS LIKE YELP, TRIPADVISOR OR MINUBE
  24. 24. 24 BE PRESENT ON APPS LIKE YELP, TRIPADVISOR OR MINUBE
  25. 25. 25 BE PRESENT ON APPS LIKE YELP, TRIPADVISOR OR MINUBE
  26. 26. 26 BE PRESENT ON FACEBOOK PLACES YOU CAN‘T AVOID IT!
  27. 27. 27 BE PRESENT ON FACEBOOK PLACES YOU CAN‘T AVOID IT!
  28. 28. 28 BE PRESENT ON GOOGLE TRIPS AND BE AWARE OF THE RATINGS!
  29. 29. 29 BE PRESENT FOR ALEXA, SIRI & CO
  30. 30. BE PRESENT AND PROVIDE YOUR DATA! Check out http://schema.org/Restaurant and set informations for address and contact data, opening hours, reservations, cuisine highlights, star ratings… 30
  31. 31. 31 BE SOCIAL TALK TO YOUR GUESTS Engage with past and potential customers on social media channels and rating platforms
  32. 32. 32 BE SOCIAL ON SOCIAL MEDIA Social Media Platforms: » Instagram, Facebook, Twitter » Storytelling with Instagram Stories, Facebook Stories, Twitter Moments, Messenger Day … » Reviews on Facebook, Google+ » Rating Platforms like TripAdvisor, Minube etc. » Updates per Messenger: WhatsApp, Facebook Messenger (m.me/YOURNAME), Reservations per Chatbot
  33. 33. 33 BE SOCIAL ON INSTAGRAM WITH INSPIRATIONS AND DISCOVERIES
  34. 34. 34 BE SOCIAL ON FACEBOOK WITH INFORMATIONS AND DIALOGUES
  35. 35. 35 BE SOCIAL STORYTELLING VIA „STORIES“ Instant experiences, shared via Facebook Stories, Instagram Stories, WhatsApp Status, Messenger Day …
  36. 36. Have an eye on … #TripAdvisor #Facebook #Google 36 BE SOCIAL MONITOR WHAT IS SAID ABOUT YOU
  37. 37. 37 BE SOCIAL ON TRIPADVISOR EXPLAIN DASHED EXPECTATIONS
  38. 38. 38 BE SOCIAL ON FACEBOOK DON‘T IGNORE YOUR GUEST‘S FEEDBACK!
  39. 39. 39 BE SOCIAL ON GOOGLE – DON‘T UNDERESTIMATE THE POWER OF GOOGLE!
  40. 40. … and don‘t be afraid to respond #quickly #respectfully #honestly 40 BE SOCIAL DON‘T BE AFRAID OF CRITICISM!
  41. 41. 41 BE SOCIAL REACH OUT & LEARN FROM YOUR GUESTS!
  42. 42. Source: http://www.independent.co.uk/life-style/food-and-drink/the-shed-at-dulwich-was-london-s-top-rated- restaurant-just-one-problem-it-didn-t-exist-a8107791.html 42 BE SOCIAL – BUT DON‘T CHEAT WITH FAKE REVIEWS!
  43. 43. 43 BE SOCIAL YOU DON‘T NEED APPS LIKE STARBUCKS BARISTA! Source: https://techcrunch.com/2017/01/30/starbucks-unveils-a-virtual-assistant-that-takes-your-order-via-messaging-or-voice/
  44. 44. 44 BE SOCIAL ON FACEBOOK MESSENGER AND WHATSAPP Sources: http://torrepoblado.com/, https://www.diegocoquillat.com/el-restaurante-en-el-que-puedes-pedir-la-cuenta-por-whatsapp-entrevista/
  45. 45. 45 CHATBOTS PERSONAL RECOMMENDATIONS Suggestions for travel, accomodation and activities via messenger „I am looking for a restaurant in Pamplona …“
  46. 46. 46 BE EXCITING CREATE CULINARIC EXPERIENCESGive your customers something to talk about – and be visible on social media and special interest platforms!
  47. 47. 47 BE EXCITING AND CREATE FOOD TOURS OR COOKING CLASSES!
  48. 48. 48 BE EXCITING AND CREATE FOOD TOURS OR COOKING CLASSES!
  49. 49. 49 BE EXCITING AND ASK YOUR GUESTS TO TALK ABOUT YOU! Social Media: » Communicate your profiles » Ask for sharing » Reshare on your own profiles » Communicate hashtags » Use social walls Acitivities Platforms: » Monitor your presence on TripAdvisor & Co » Ask for ratings
  50. 50. BE EXCITING HOW‘S YOUR INSTAGRAM- ABILITY? #Your Restaurant is a stage! #Facilitate sharing & reshare #Communicate hashtags 50
  51. 51. 51 BE EXCITING AND YOUR CUSTOMERS WILL SHARE
  52. 52. 52 BE PERSONAL MAKE GUESTS TALK ABOUT YOU!Don‘t underestimate the power of private communication via messengers like WhatsApp, Facebook Messenger & Co.!
  53. 53. 53 WHATSAPP PERSONAL RECOMMENDATIONS Inspirations through culinaric experiences of friends and family „I want to experience that, too …“
  54. 54. BE PERSONAL MAKE IT EASY TO SHARE #Presence on Web & Social #Location on Facebook & Co #Instagrammability #Hashtags #Be a great host! 54
  55. 55. Gracias por tu hospitalitad, Cafeteria S'Entrada, Santa Eugènia/Mallorca! 55 BE PERSONAL YOUR GUESTS SHARE THE LOVE!
  56. 56. 56 BE YOURSELF CREATE YOUR UNIQUE STYLE Give your customers something to talk about!
  57. 57. 57 YOU DON‘T HAVE TO BE A STAR …
  58. 58. 58 DON‘T HAVE TO MESS AROUND WITH VR …
  59. 59. 59 BUT BE YOURSELF AND SHOW WHO YOU ARE
  60. 60. 60 BE YOURSELF THAT’S ME … THANKS!GÜNTER EXEL TOURISMUSZUKUNFT Presentation on Slideshare www.bit.ly/pamplona18 Twitter: @guenterexel www.tourismuszukunft.de/guenterexel

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