English has long been the global business language in the travel and tourism industry. However, this may not be the case in the future.
Because of advancements in technology and the expansion of developing markets that strongly prefer their native languages, English-speaking firms now have a greater need than ever to reach clients in their native tongues. Failure to do so can result in similar competitors taking market share, unhappy potential clients, and perhaps most importantly for startups, an obvious lack of customer understanding.
Here are five ways that travel and tourism translation can help you build your business.
Have a look at Multilingual Languages, Content, and Engagement
According to research conducted by the European Commission of 23 EU nations, roughly 20% of internet users never browse websites in languages other than their own, and more than 40% never buy items or services unless they can do so in their native tongue.
Meanwhile, offering consumers in English is even less appealing in the developing world’s big economies: According to Common Sense Advisory, nearly 90% of non-English speaking customers are more likely to buy if the information is provided in their native language, 80%+ are more likely to repurchase if after-sales care is provided in their native language, and more than 60% prefer poorly translated websites in their native language (e.g. via Google Translate) to untranslated, English-only versions.
English-only services, marketing, and/or support aren’t helping you succeed in the world’s fastest-growing regions in the tourism industry.
However, localization is difficult and requires a significant investment. It doesn’t have to be as difficult or time-consuming as you imagine. Here are five strategies to help you get started tapping into all of your important markets.
When it comes to travel and tourism localization, think large but start small. Create a tourism translation strategy and proceed step by step.
Begin by translating the major pages of your tourism website for a two-month trial period in your most important non-English language, which you can choose either philosophically or based on SimilarWeb analytics. Track and evaluate the behavior of visitors to your newly translated pages throughout this time. Make sure that users in the country whose language you’ve translated into are aware of the translated material. Include buttons for sharing on social media. You’ll have a better understanding of the ROI that translation can deliver in your specific markets at the end of the two-month trial term.
Localize Your Top-Performing Content
This is a place where it pays to be flexible with your translation services, depending on the function of your website.
Consider starting with your site’s blog or newsfeed, which keeps visitors up to date on new developments in your firm. If you’re currently producing a regular stream of high-quality, relevant material, translating it is simple and extremely beneficial to international SEO.
Unlike other high-performing content, translating a blog does not often necessitate translating your entire travel and tourism website. Keep an eye on where your visitors go after leaving your blog. If a large number of people visit your website, it’s probably a good idea to translate it as well.
Start by translating your top product listings into your top non-English language(s) if you’re an e-commerce site. To provide a consistent user experience, you’ll want to construct a localized version of your site. After your site and content have been translated, utilize your analytics tools to look for unusual consumer behavior in your funnels – spikes in shopping cart abandonment, registration dropouts, and so on could be caused by a poor translation, culturally insensitive UI/UX, or both. To completely comprehend your performance, you’ll need to grasp the causes of these behaviors.
Localize the Payment Interface
It’s beneficial to understand your local market’s shopping patterns and how you can best suit their wants. Begin by displaying all pricing in local currencies on your website.
It’s surprising how strange a webpage in a foreign currency feels. Few people can mentally convert currencies, and strange dollar symbols may lead customers to a local competitor’s site, where they can be confident of how much they’re paying. In an ideal world, you’d be able to deduce a client’s currency preference based on their location and/or previous preferences, but in the worst-case scenario, include a dropdown box in your check-out section where your consumer may choose which currency they want to pay in.
#2. Preferred Methods
Make sure you can accept your clients’ preferred payment methods as well as the not-insignificant backend effort required to ensure you can accept payments in their preferred currencies. People from different countries prefer different ways of payment, which is common sense but many people are unaware of.
Build Local Communities
The end purpose of it all is to create a loyal community in each of your target markets. As you can see, there’s a lot more to uniting a group behind a cause than community building, but community building (especially the internet aspect) is still crucial. to increase traffic Here are some tips for creating enthusiastic communities in international marketplaces.
Community Building Principles
The same concepts apply to forming a close-knit team in your home workplace as they do to forming a community abroad. Here’s a quick list of things to do:
- Make people care about your travel and tourism company.
- Maintain an open line of communication between headquarters and local branches.
- Do everything you can to promote free speech. Invite people to contribute their ideas.
- Sponsor travel and tourism contests/giveaways and host events whenever possible.
- Make sure that both your colleagues and customers in other countries understand that you value their thoughts and ideas as well as their business.
Build Social Media
Make an effort to localize your social media profiles. How often do you respond to Facebook or Twitter posts in different languages? Isn’t that true? That’s because they don’t make sense in the context of a stream of material that is otherwise totally in English.
As a result, you should have your own Facebook, Twitter, and local social media accounts. Then, across all of your accounts, translate your tweets and posts.
Choose Trusted Travel and Tourism Translations
Needless to say, unless your organization makes an effort to communicate in your clients’ local languages, all of your efforts to develop personal, meaningful relationships with them and so expand your business will be in vain. It may appear to be a daunting task, but the benefits of using professional translation services to localize your content, marketing, and customer service will far surpass the price.
GTE Localize is a professional translation and localization company that provides high-quality translation services for various travel and tourism companies. As a trusted company in the industry, we will deliver premium tourism translation services at a competitive price for businesses globally.
You can learn more about our travel & tourism translation and localization here.
For more information, you can contact us at [email protected]