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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 FACEBOOK WITH INFORMATIONS AND DIALOGUES
34 BE SOCIAL ON INSTAGRAM WITH INSPIRATIONS AND DISCOVERIES
Have an eye on … #TripAdvisor #Facebook #Google 35 BE SOCIAL MONITOR WHAT IS SAID ABOUT YOU
36 BE SOCIAL ON TRIPADVISOR EXPLAIN DASHED EXPECTATIONS
37 BE SOCIAL ON FACEBOOK DON‘T IGNORE YOUR GUEST‘S FEEDBACK!
38 BE SOCIAL ON GOOGLE – DON‘T UNDERESTIMATE THE POWER OF GOOGLE!
… and don‘t be afraid to respond #quickly #respectfully #honestly 39 BE SOCIAL DON‘T BE AFRAID OF CRITICISM!
40 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...
42 BE SOCIAL YOU DON‘T NEED APPS LIKE STARBUCKS BARISTA! Source: https://techcrunch.com/2017/01/30/starbucks-unveils-a-vir...
43 BE SOCIAL ON FACEBOOK MESSENGER AND WHATSAPP Sources: http://torrepoblado.com/, https://www.diegocoquillat.com/el-resta...
44 CHATBOTS PERSONAL RECOMMENDATIONS Suggestions for travel, accomodation and activities via messenger „I am looking for a...
45 BE EXCITING CREATE CULINARIC EXPERIENCES Give your customers something to talk about – and be visible on social media a...
46 BE EXCITING AND CREATE FOOD TOURS OR COOKING CLASSES!
47 BE EXCITING AND CREATE FOOD TOURS OR COOKING CLASSES!
48 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...
50 BE EXCITING AND YOUR CUSTOMERS WILL SHARE
51 BE PERSONAL MAKE GUESTS TALK ABOUT YOU! Don‘t underestimate the power of private communication via messengers like What...
52 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! 54 BE PERSONAL YOUR GUESTS SHARE THE LOVE!
55 BE YOURSELF CREATE YOUR UNIQUE STYLE Give your customers something to talk about!
56 YOU DON‘T HAVE TO BE A STAR …
57 DON‘T HAVE TO MESS AROUND WITH VR …
58 BUT BE YOURSELF AND SHOW WHO YOU ARE
59 BE YOURSELF THAT’S ME … THANKS! GÜNTER EXEL TOURISMUSZUKUNFT Presentation on Slideshare www.bit.ly/pamplona2018 Twitter...
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Social Savours: The Digital Face of Food Tourism

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Dining decisions are often taken on the spot – and increasingly driven by the social web. Ratings of fellow travellers on TripAdvisor, Facebook and Google are influencing the choice as well as blog articles and personal recommendations. Special interest platforms and communities are driving interest to specific gastronomic outlets. The Austrian tourism consultant Günter Exel shows how to display and monitor a culinary address on rating platforms and social media channels and how to engage with past and potential customers.
Presentation of Günter Exel (Tourismuszukunft – Realizing Progress) at the 1st Congreso Internacional de Turismo Gastronómico, Pamplona on February 22, 2018.

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Social Savours: The Digital Face of Food Tourism

  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 FACEBOOK WITH INFORMATIONS AND DIALOGUES
  34. 34. 34 BE SOCIAL ON INSTAGRAM WITH INSPIRATIONS AND DISCOVERIES
  35. 35. Have an eye on … #TripAdvisor #Facebook #Google 35 BE SOCIAL MONITOR WHAT IS SAID ABOUT YOU
  36. 36. 36 BE SOCIAL ON TRIPADVISOR EXPLAIN DASHED EXPECTATIONS
  37. 37. 37 BE SOCIAL ON FACEBOOK DON‘T IGNORE YOUR GUEST‘S FEEDBACK!
  38. 38. 38 BE SOCIAL ON GOOGLE – DON‘T UNDERESTIMATE THE POWER OF GOOGLE!
  39. 39. … and don‘t be afraid to respond #quickly #respectfully #honestly 39 BE SOCIAL DON‘T BE AFRAID OF CRITICISM!
  40. 40. 40 BE SOCIAL REACH OUT & LEARN FROM YOUR GUESTS!
  41. 41. 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 41 BE SOCIAL – BUT DON‘T CHEAT WITH FAKE REVIEWS!
  42. 42. 42 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/
  43. 43. 43 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/
  44. 44. 44 CHATBOTS PERSONAL RECOMMENDATIONS Suggestions for travel, accomodation and activities via messenger „I am looking for a restaurant in Pamplona …“
  45. 45. 45 BE EXCITING CREATE CULINARIC EXPERIENCES Give your customers something to talk about – and be visible on social media and special interest platforms!
  46. 46. 46 BE EXCITING AND CREATE FOOD TOURS OR COOKING CLASSES!
  47. 47. 47 BE EXCITING AND CREATE FOOD TOURS OR COOKING CLASSES!
  48. 48. 48 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
  49. 49. BE EXCITING HOW‘S YOUR INSTAGRAM- ABILITY? #Your Restaurant is a stage! #Facilitate sharing & reshare #Communicate hashtags 49
  50. 50. 50 BE EXCITING AND YOUR CUSTOMERS WILL SHARE
  51. 51. 51 BE PERSONAL MAKE GUESTS TALK ABOUT YOU! Don‘t underestimate the power of private communication via messengers like WhatsApp, Facebook Messenger & Co.!
  52. 52. 52 WHATSAPP PERSONAL RECOMMENDATIONS Inspirations through culinaric experiences of friends and family „I want to experience that, too …“
  53. 53. BE PERSONAL MAKE IT EASY TO SHARE #Presence on Web & Social #Location on Facebook & Co #Instagrammability #Hashtags #Be a great host! 53
  54. 54. Gracias por tu hospitalitad, Cafeteria S'Entrada, Santa Eugènia/Mallorca! 54 BE PERSONAL YOUR GUESTS SHARE THE LOVE!
  55. 55. 55 BE YOURSELF CREATE YOUR UNIQUE STYLE Give your customers something to talk about!
  56. 56. 56 YOU DON‘T HAVE TO BE A STAR …
  57. 57. 57 DON‘T HAVE TO MESS AROUND WITH VR …
  58. 58. 58 BUT BE YOURSELF AND SHOW WHO YOU ARE
  59. 59. 59 BE YOURSELF THAT’S ME … THANKS! GÜNTER EXEL TOURISMUSZUKUNFT Presentation on Slideshare www.bit.ly/pamplona2018 Twitter: @guenterexel www.tourismuszukunft.de/guenterexel

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