4 Elements to Keep In Mind When Localizing Your Travel Content

4 Elements to Keep In Mind When Localizing Your Travel Content
Lucy Xu
October 16, 2018
4 min read

Localizing content requires more than just an investment in translators, especially if you are in an industry (like travel) that has a fundamentally global audience base. In our previous posts, we walked through key travel industry trends and the localization fundamentals that every travel company must know in order to reach their global audiences. Now, we go into the specifics of what elements you should keep in mind when localizing your travel content — to help you make sure all bases are covered when building content for your global audience.

Dive into this latest #TravelLocalization post for the details on how to localize the various types of tech and collateral you may have.

1. Imagery

Using culturally appropriate visual components is a key part of getting your travel message across. But it’s important to keep in mind that different cultures and regions have different interpretations of what’s appropriate when depicting people. A low-risk option is to use graphics that are more symbol-based and less people-based. You can consult your professional translator to help you choose appropriate imagery if you have concerns.

2. Copy

We have already mentioned that part of the localization process is translation-based, but it’s also worth considering localizing your call to action — especially if you are using images or buttons as a background for your CTA. You need to be careful because even a short sentence in Portuguese such as “Mais informações” localizes/translates into a four-word sentence in English, “Learn about upgrade options,” and you don’t want your text to run off the button.

3. Currency Units & Measurements

Menus, room-service cards, distance from a restaurant/hotel, and so on are where you will typically find currency units and measurements. Localizing currency and measurements shows your customers that you are trying to make their experience as seamless as possible. For instance, if you are operating in Hawaii and you receive a large customer base from Japan, you many consider showing a currency conversion, such as “$100 (¥12,560).” In doing this, you’ll save your customers time from figuring it out on their own.

And when it comes to measurements, let’s say you stated something in imperial metrics or the airport is 1 mile away. This would work fine if you are operating in a locale that uses the imperial system, but if not, this will cause confusion. It makes sense to have all measurements work in the culture/location that you’re working in.

4. Hospitality Content

If you work in the hotel industry, you may also consider localizing your hospitality content. When you localize your hospitality content, you are showing your customers that you took the time to think through their whole experience. Hospitality content could be, and is not limited to:

  • Menus
  • Safety information
  • Weather information
  • Check-in forms
  • Activity pamphlets
  • Spa services and gym brochures Amenity and hotel guides
  • WiFi login information and landing page

Localizing your hospitality content will not only make your customers more comfortable, but it will also give your staff an edge up when interacting with multilingual customers.

Get More Travel Localization Tips & Insights

The bottom line: Companies at the heart of the travel industry – airlines, hotels, online booking and review sites – are required to become more global. It is because of this go-global mentality and growth, that localization of content (websites, apps, marketing messages, emails, etc.) will become a more critical part of growth and should be a pillar of a strong business.

Looking for some more actionable steps for taking your travel website global? Check out our #TravelLocalization series, built to equip everyone in your localization process – from developers to localization managers – with the knowledge and resources necessary for achieving translation and localization success. Explore the full series to learn everything you need to know for translation success:

Get The Complete Guide to Travel Localization

In today’s global world with rising rates of tourism and increased wanderlust amongst the generations with the highest purchasing power, it’s important to understand how to connect with your travel audiences across the world. Whether your travel, tourism, review or hospitality company does business overseas or strictly within your own borders, you can set yourself apart from competitors with effective localization.  In our latest Travel & Hospitality Localization Guide, learn all the fundamentals of travel localization – from how to invest in it and critical elements to be aware of when marketing to multilingual audience, to how your travel company can effectively localize across websites, mobile apps, and other digital content.

Download the complete Travel & Hospitality Localization Guide today to learn how to take your travel-related company global.

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Lucy Xu
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