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.

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
ESTE ES LUIS

3. 3
LUIS WONDERS WHY
HIS RESTAURANT DOES NOT
ATTRACT NEW CUSTOMERS …

4. DIGITALLY MINDED? OF COURSE!
LUIS HAS A WEBSITE – AND IT‘S EVEN
MOBILE FRIENDLY …

5. LIKE YOU ALL HAVE
MOBILE FRIENDLY
WEBSITES, TOO …

6. DO YOU HAVE
MOBILE FRIENDLY
WEBSITES?

7. DO YOU HAVE
WEBSITES
AT ALL?

8. 8
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NO, LUIS DID EVERYTHING RIGHT …
YET HIS RESTAURANT DOES NOT
ATTRACT NEW CUSTOMERS!

9. HEY, LUIS HAS GREAT REVIEWS
FROM CULINARY GUIDES!

10. TRAVELLERS ARE RELYING
MORE ON DIGITAL INSTANCES THAN
ON ANALOGUE INFORMATIONS

11. DINING DECISIONS ARE TAKEN
ON THE SPOT AND ARE INFLUENCED
BY FELLOW TRAVELLERS

12. SO IT‘S ALL ABOUT TO
BE FOUND ON THE WEB …

13. … AND TO PROFIT FROM
WORD OF MOUTH

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WHAT CAN LUIS DO?
LET ME GIVE YOU SOME IDEAS …

15. 15
BE PRESENT LET YOUR
CUSTOMERS FIND YOU
Be present on those platforms where the
social traveller gains his inspirations!

16. BE PRESENT
IN SEARCH
AND SOCIAL
Display your restaurant the
best possible on multiple
digital channels
16

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BE PRESENT ON GOOGLE
WEB SEARCH
Google My Business:
Register and update
your data on
google.es/business

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BE PRESENT ON GOOGLE
WEB SEARCH

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BE PRESENT ON GOOGLE
WEB SEARCH

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DATA ARE SOCIAL – AND YOU
CAN DO A LOT TO INFLUENCE THEM!

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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!

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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

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BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

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BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

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BE PRESENT ON APPS LIKE
YELP, TRIPADVISOR OR MINUBE

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BE PRESENT ON FACEBOOK PLACES
YOU CAN‘T AVOID IT!

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BE PRESENT ON FACEBOOK PLACES
YOU CAN‘T AVOID IT!

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BE PRESENT ON GOOGLE TRIPS
AND BE AWARE OF THE RATINGS!

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BE PRESENT FOR
ALEXA, SIRI & CO

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

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BE SOCIAL
TALK TO YOUR GUESTS
Engage with past and potential customers on
social media channels and rating platforms

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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

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BE SOCIAL ON FACEBOOK WITH
INFORMATIONS AND DIALOGUES

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BE SOCIAL ON INSTAGRAM WITH
INSPIRATIONS AND DISCOVERIES

35. Have an eye on …
#TripAdvisor
#Facebook
#Google
35
BE SOCIAL
MONITOR
WHAT IS SAID
ABOUT YOU

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BE SOCIAL ON TRIPADVISOR
EXPLAIN DASHED EXPECTATIONS

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BE SOCIAL ON FACEBOOK
DON‘T IGNORE YOUR GUEST‘S FEEDBACK!

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BE SOCIAL ON GOOGLE – DON‘T
UNDERESTIMATE THE POWER OF GOOGLE!

39. … and don‘t be afraid to respond
#quickly
#respectfully
#honestly
39
BE SOCIAL
DON‘T BE
AFRAID OF
CRITICISM!

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BE SOCIAL REACH OUT &
LEARN FROM YOUR GUESTS!

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!

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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
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/

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CHATBOTS
PERSONAL
RECOMMENDATIONS
Suggestions for travel,
accomodation and
activities via messenger
„I am looking for a
restaurant in Pamplona …“

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BE EXCITING CREATE
CULINARIC EXPERIENCES
Give your customers something to talk about – and be
visible on social media and special interest platforms!

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BE EXCITING AND CREATE FOOD
TOURS OR COOKING CLASSES!

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BE EXCITING AND CREATE FOOD
TOURS OR COOKING CLASSES!

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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. BE EXCITING
HOW‘S YOUR
INSTAGRAM-
ABILITY?
#Your Restaurant is a stage!
#Facilitate sharing & reshare
#Communicate hashtags
49

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BE EXCITING AND YOUR
CUSTOMERS WILL SHARE

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BE PERSONAL MAKE
GUESTS TALK ABOUT YOU!
Don‘t underestimate the power of private communication via
messengers like WhatsApp, Facebook Messenger & Co.!

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WHATSAPP
PERSONAL
RECOMMENDATIONS
Inspirations through
culinaric experiences of
friends and family
„I want to experience
that, too …“

53. BE PERSONAL
MAKE IT EASY
TO SHARE
#Presence on Web & Social
#Location on Facebook & Co
#Instagrammability
#Hashtags
#Be a great host!
53

54. Gracias por tu hospitalitad, Cafeteria S'Entrada, Santa Eugènia/Mallorca! 54
BE PERSONAL YOUR
GUESTS SHARE THE LOVE!

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BE YOURSELF CREATE
YOUR UNIQUE STYLE
Give your customers something to talk about!

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YOU DON‘T HAVE TO
BE A STAR …

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DON‘T HAVE TO MESS
AROUND WITH VR …

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BUT BE YOURSELF AND
SHOW WHO YOU ARE

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BE YOURSELF
THAT’S ME … THANKS!
GÜNTER EXEL
TOURISMUSZUKUNFT
Presentation on Slideshare
www.bit.ly/pamplona2018
Twitter: @guenterexel
www.tourismuszukunft.de/guenterexel