Translation For The Global Travel Industry Attention To Detail Pays

Translation for the​ global travel industry: attention to​ detail pays

As the​ World Travel Market opens in​ London,​ with over 50,​000 representatives from 190 different countries,​ what better time to​ consider how travel and tourism as​ a​ sector can best respond to​ the​ challenge of​ communicating internationally and growing overseas markets. Travel and tourism is​ an​ inherently international industry,​ and is​ already one of​ the​ largest online market sectors. But companies in​ this sector could grow their revenue significantly if​ they were to​ address the​ localisation of​ products more professionally and market themselves more effectively on​ the​ Internet.

Tailoring your message to​ speak the​ buyer’s language

The simple fact is​ that you​ need to​ address users of​ your service in​ their own language. Although English is​ the​ international business language,​ research has shown that even fluent English speakers are much more likely to​ buy from a​ company whose website has content in​ their native tongue. Producing and maintaining multi-lingual content has become even more important in​ the​ last couple of​ years,​ as​ Internet growth in​ emerging markets has reduced the​ market share of​ English online (based on​ page views) from over 50% in​ 2002 to​ under 30% now.

As with all marketing copy,​ web content selling travel products must be closely tailored to​ the​ potential buyer’s needs and desires. This is​ more important when selling an​ intangible experience,​ which must be exciting,​ luxurious and different enough to​ get the​ prospective buyer’s juices flowing and to​ encourage him to​ make a​ purchase. the​ task becomes even more challenging when you​ are seeking to​ attract buyers from different countries,​ all of​ whom have different cultural backgrounds and have different which you​ need to​ push. For example,​ as​ Roy Graff,​ a​ former director of​ octopustravel.com in​ China,​ explains,​ you​ wouldn’t market to​ Chinese visitors in​ the​ same way as​ you​ would to​ westerners:

”Chinese people coming to​ the​ UK are interested in​ the​ country’s history,​ but their real focus is​ on​ shopping. Many items considered by the​ Chinese to​ be luxurious are much cheaper here,​ and they enjoy trips to​ places like Bicester village where they can buy British products for less than they can at​ home. the​ Chinese are less interested in​ cultural events like theatre where the​ foreign words and cultural references wouldn’t resonate with them.”

So when trying to​ attract Chinese (or indeed,​ any other) visitors to​ come to​ these shores,​ it’s worth keeping at​ the​ forefront of​ one’s mind what exactly is​ going to​ sell them on​ the​ idea of​ making that trip. This is​ where the​ localisation of​ copy becomes a​ necessity in​ order to​ target your message appropriately. as​ more people the​ world over use the​ Internet to​ plan their trips rather than going through traditional travel agencies,​ it​ is​ vital that your message bridges any cultural and linguistic divides which might separate you​ from your target customers.

Managing multi-lingual content

Professional translation and localisation are now a​ necessity for travel companies and tourism organisations alike. But having all this material in​ foreign languages can pose its own challenges. How do you​ ensure that foreign character sets appear appropriately on​ your website? How can you​ avoid your staff having to​ copy and paste material in​ a​ language they don’t know into your content management system (a recipe for disaster,​ if​ our experience is​ anything to​ go by!)? How do you​ ensure you​ are using translation technologies effectively to​ keep costs down? We at​ Lingo24 have seen companies try to​ manage their translated content in-house,​ and we’ve witnessed some well-intentioned but horrendously inefficient attempts to​ take a​ perfectly good website and make it​ multi-lingual. it​ is​ not a​ simple matter,​ and it’s something translation service providers are best placed to​ handle in​ consultation with client companies. as​ with other web projects,​ it​ is​ best to​ plan how a​ multi-lingual website will work well before it​ is​ actually constructed.

Translate and they will come?

Of course,​ there is​ little point having a​ slick multi-lingual website if​ you​ aren’t able to​ attract enough of​ the​ right visitors to​ make a​ good return on​ your investment in​ foreign language content. the​ key is​ to​ establish where you​ need to​ appear online,​ be it​ through search engine listings or​ on​ partner websites,​ in​ order to​ drive targeted traffic. to​ achieve this,​ you​ really need to​ have an​ understanding of​ the​ ‘online scene’ in​ each of​ your target markets,​ and a​ partner who can help you​ achieve the​ positioning that will generate returns. It’s also important to​ measure both your successes and failures in​ online marketing,​ as​ this will enable you​ to​ optimise your campaigns over time. in​ an​ online marketplace as​ crowded and competitive as​ travel and tourism,​ those companies that seize the​ initiative to​ build well-targeted,​ highly visible and manageable,​ multi-lingual sites will reap the​ rewards now and for years to​ come.
Translation For The Global Travel Industry Attention To Detail Pays Translation For The Global Travel Industry Attention To Detail Pays Reviewed by Henda Yesti on August 21, 2018 Rating: 5

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