Panagiotis Papachristofilou

Localization in the Travel & Hospitality Industry

travel_localization_transifexCustomer experience (CX) is the most critical factor for businesses that want to gain market share in the 2020s, according to the 2020 Digital Trends report. Using personalized information to drive a better experience for new and existing audiences directly impacts a company’s bottom line. 

CSA reports that 65% of the consumers prefer content in their native language. On top of that, 40% will never buy from a website in other languages.  

Understanding the significance of content localization as a travel company is a critical first step in offering an improved customer experience and reaching your worldwide clientele. After a long pandemic break, global tourism is again on the rise. As such, localization is becoming one of the most effective methods to tailor content for foreign audiences; B2B or B2C. 

Rise of Global Travel and the Need for Localization

Over one billion people travel to overseas nations each year, expending over $1.15 trillion on transit, accommodation, meals, entertainment, and shopping. This number is predicted to expand dramatically in the next few years. 

As we head towards 2030, foreign visitor arrivals in developing economies will more than double. Asia, Latin America, the Eastern Mediterranean, the Middle East, and Africa are all emerging as travel hotspots.

To reach this expanding inbound tourism, travel firms will need to think differently about creating content that resonates with people outside their present market. 

Regardless of whether your company does business internationally or solely inside its country’s boundaries, you need to expand your ability to connect beyond your physical borders. With today’s globalized mindset, you have all the tools and technology available to grasp the value of these international tourists and interact with them.

Think Global, Go Local

Localization is the process of adapting a product or any kind of content to a particular area or marketplace by identifying specific cultural, linguistic, literary (and non-literary) elements of that place. For instance, while both the Americans and British speak English, there are slight differences in the nuances, words, and pronunciations specific to these countries. For example, what is pavement in Britain is the sidewalk in America. Hence, depending on your target audience, you can modify your content to be more legit for the specific local.

Additionally, if you are aiming to improve your SEO ranking, leveraging localization is key. Boosting your local SEO ranking but also ensuring a personalized user experience for your customers. 

Localization is one of the seamless ways to connect with global customers and reach the global market to enhance sales. The ‘go global’ attitude has made localization of content (websites, blogs, emails, marketing messages, etc) a critical aspect in the growth of the travel and hospitality business at the international level.

Localization That Sets you Apart

While we have talked about the importance and benefits of localization, the question is what should you localize? Localization is a continuous process that has to be incorporated into your daily business for maximum efficiency and results. 

  • Websites: The first step towards fully integrated global content is to ensure that your website is multilingual and SEO optimized. Whether you’ve got a website built with WordPress, Webflow, or not, you need to keep 4 elements in mind when localizing a website.
  • Marketing Content: Localized banner ads, landing pages, emails, and designs is one of the quickest and easiest ways to attract global customers. When a resort from Brazil displays a marketing ad in English to the Americans it is bound to attract its audience. 
  • Mobile App: With localized apps experiencing 128% more downloads per country and having increased revenues by up to 26%, you cannot afford not to have your mobile app translated into multiple languages. 
  • Helpdesk: A personalized help desk is critical in the travel and hospitality business. Customers need to feel at home in a foreign land. What better way to do this than providing multilingual support?

There are many aspects that you can localize to connect with your global consumer base. Since your internet persona is your initial point of contact with new international consumers, it is critical that you put your best foot forward. 

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