What is Travel Content Localization?
Travel content localization makes your website and marketing materials linguistically and culturally relevant to a specific target audience.
It refers to:
- Translating copies into the local language
- Modifying images to reflect local culture
- Assuring that your marketing messages resonate with local consumers
The most important part is to understand the role of localization. It is more than translation and modifies different elements:
- Location-based keywords - each market has its keywords with different search volumes and traffic potential.
- Cultural references - "Cultural references" refers to using something specific about culture to connect with your audience. For example, you might mention a traditional dish or use an idiomatic expression.
- Time zone differences
Why Does Travel Content Need Localization?
When it comes to localization, travel content is no exception. If you want your travel content to succeed in foreign markets, you should fit your content to the specific language and culture. Therefore, translated copies should be 100% accurate and meet the same standards as the original content.
Develop International Brand
Building the international brand means maintaining a consistent company character and marketing messages across all channels in multiple languages. But, without localization, it is impossible to claim international status.
Better User Experience
To provide a great customer experience, hotels and other travel businesses need to consider localizing their content. Localizing your hospitality content is a way to show your customers that you took the time to think through their whole experience. It also helps meet customer needs and expectations.
By tailoring content to local cultures and customs, businesses can create a more relevant and engaging user experience for their international customers. Also, it can boost tourism in localized areas, as people are more likely to visit a destination that feels familiar and welcoming.
Increase Revenue
Localization allows you to reach more customers, and if you approach them rightly - in a way that suits them, they are more likely to complete their purchases.
Thus, all the dedication and commitment you committed to international customers will get back to you with more sales, conversions, and revenue.
Which Travel Sectors Need Localization?
The travel and hospitality sectors are two of the in-demand and fastest-growing industries. But, they are also two of the most complex, as they require a seamless level of customer service and consistent communication with clients around the world.
Of course, to deliver an excellent customer experience, brands need to localize their content to various languages and markets.
Airlines
People with different citizenship, culture, and background use airlines, and accordingly, airlane companies should try to resonate with their international customers. Flight management can be tricky and stressful for different customers due to the regulations, formalities, linguistic elements, etc.
But localization can tackle all the challenges and ensure a smooth trip for customers around the globe.
Hotels & Resorts (Tourism Industry)
In the past, these businesses could live with a single global website and perhaps a few translated brochures. But as we move into an age where travelers book rooms in any corner of the world in real-time, brands need to provide localized content that speaks to the needs and interests of their target audience.
It also means taking care of the word selection and presentation – adapting fonts, sizes, and colors to match the look and feel of different countries. With careful attention to detail, hotels can create an immersive travel experience for international guests that feels tailored just for them.
Hospitality
Global companies in this sector are increasingly looking to expand their businesses into new markets. But as they do so, they understand that simply translating existing marketing materials and websites isn't enough. They need to tailor their offerings to local preferences to be successful.
It also means understanding the cultural norms of different countries and regions. For example, what might be considered polite conversation topics in one country could be taboo in another country.
Localization is essential for companies operating in the hospitality sector if they want to tap into new markets and grow their businesses.
Which Content Needs Localizing?
Website Content
Different cultures read and react to information differently, so your website message should resonate with the audience you're hoping to reach.
- Landing Pages
- FAQ
- Blogs
- Product Descriptions
- Every written material on the website
Direct Communication Platforms (chatbots, support live chat)
According to the CSA research, 75% of customers are more likely to make a repeat purchase if provided post-sales support in their native language. Customers contact support when they face trouble and need instant help.
So, they need to understand the meaning of every single word without a shadow of a doubt. Multilingual support will save customers from any language inconveniences and increase service satisfaction.
Social Media
Different countries and markets prefer different social media channels, so before you decide to start communicating on social media with your new international customers. So, plan first and create last.
SEO
A solid multilingual marketing strategy can't just focus on creating great content to showcase your brand. It will also need to adopt a multilingual SEO strategy to ensure that the content is easily accessible online.
Familiar keyword research techniques apply here. However, be alert for keywords specific to regions or demographic groups (which is somewhere a local content creation team comes in handy).
Remember to localize everything SEO-related, from meta tags to HTML for country-specific search tools. Around 20% of French web users rely on Bing, compared with 9% in Spain - knowing those variations and data is the vital foundation of SEO success.
Mobile App
You may also need to take into account different screen sizes and resolutions. Some elements will be more important than others when it comes to localization. For example, text on buttons or menus is generally more important than text that appears in the background or on screens where users are not likely to see it.
You'll also need to make sure that all translations are accurate and meet your company's standards for quality.
The Best Practices of Travel Content Localization
The best practices are to plan for it before you create your product. It will help ensure that your content is ready for translation and cultural adaptation into different languages. You'll also need to familiarize yourself with the latest trends in globalization, software localization, services localization, and marketing campaigns so that your product is as successful as possible in foreign markets.
1. Be Clear About Your Target Market
Before you start creating multilingual content, you need to understand your audience.
It's essential to know what language to use. But, it's arguably just as crucial to understanding how to use that language effectively. Recruiting skilled writers with a mastery of local idioms and cultural references is essential to connecting with any digital audience.
Couple that with market research to understand local trends. And you will discover favored channels by local consumers, and you'll be en route to a killer localization strategy.
2. Focus on the World's Most Widely Spoken Languages
Firstly, it makes sense to create tailored marketing strategies for languages with the most number of speakers. To get us started, here's a quick list of the world's ten most common languages by the number of native speakers:
- Mandarin Chinese (1 billion)
- Spanish (400 million)
- Hindi (370 million)
- English (360 million)
- Arabic (250 million)
- Portuguese (213 million)
- Bengali (170 million)
- Russian (150 million)
- Japanese (130 million)
- German (120 million)
The numbers are approximate, as many people are semi-fluent (and statistics are not necessarily 100% accurate). However, they indicate how massive some of the most popular languages are - and how companies can miss out by failing to engage their speakers.
3. Focus on Transcreation, not Translation
At greatcontent, we constantly distinguish transcreation and translation, and it's a difference that all marketers need to master when expanding to new audiences.
The translation is literal. It seeks to convert a text from one language into another and nothing more. That might seem fine for launching product catalogs or blogs, but it's nowhere near enough for digital marketers.
Transcreation goes further. It seeks to ensure that the meaning of a text is retained but that the forms of expression used are appropriate for a completely different culture. It uses creativity and cultural knowledge to reshape texts, resulting in more compelling results.
So, when formulating a copywriting strategy to expand abroad, bear that in mind. It may be tempting to use cheaper translators, but connecting transcreation is essential.
4. Choose Translation Management System
Choose the translation management software and take a look at these elements:
- A translation memory (TM) - the database of previously translated content. Whenever text is translated and approved, it is stored in the translation memory. So you speed up the operations and reduce the manual tasks.
- Direct Website Translation - Direct website translation will enable you to translate the texts directly from the website. Thus, you will be able to raise the tempo of your workflow.
- Collaboration functions - Behind the content creation lies the hours of teamwork, cooperation, and revision. Thus, ensure that your software has all the necessary elements for successful collaboration: notes, feedback section, tags, etc.
5. Build Your Team
If you are not confident about recruiting staff or freelancers to carry out a multilingual content strategy, you're not alone. It's a daunting task and one that demands a high level of accuracy and attention to detail.
That's why many companies bring in outside assistance to expand abroad. For instance, at greatcontent, we work with numerous companies on cross-border projects, providing product descriptions, blogs, and landing page copywriting services. By pooling international writing talent, bringing in SEO experts, and carefully overseeing projects, we can ensure that localization is up and running well and minimize the stress of opening up new markets.
6. Imagery
Low-resolution or poorly cropped and edited images will look bad and damage your brand. Additionally, using the wrong picture for the wrong market can also be a mistake. For example, an image of a skier might be perfect for a travel site targeting winter sports enthusiasts, but it would not make sense for a summer vacation site.
To make your content more accessible to a larger audience, you may consider using images to localize your text. For example, if you're writing about a tourist destination in France, you could include a picture of the Eiffel Tower in your article. It will help your readers visualize what you're talking about and make it easier to understand the information you're providing.
If, for example, you're trying to promote tourism in Spain, you might want to use images that are specifically associated with that country. It will help create a stronger connection between your readers and the content you arere presenting.
7. Marketing Message
Languages have words for situations and emotions that do not precisely translate into another language. It can completely change the message. In the 1970s, American Motors experienced this in Puerto Rico, where the car "matador" translates to "killer" in Spanish.
Make sure to use terms and phrases specific to that country or region. For example, the word "vacation" might be used in the U.S., but in Brazil, people often use "holiday" to refer to a vacation.
For example, in some countries, it's considered impolite to discuss money matters publicly, while in others, it's believed rude not to offer a guest something to drink when they come over. When creating your marketing materials, take these cultural nuances into account, and ensure your message is relevant and respectful of the target audience.
8. Payments (Currency and Measurements)
Firstly, you'll need to know the currency of the country you're visiting - this is especially important if you plan on exchanging money or using your credit or debit card abroad. You'll also need to be aware of the different measurements used in that country - everything from weights and measures to clothing sizes can vary depending on where you are in the world. Familiarising yourself with these differences before you go will help ensure that you don't spend more than necessary or buy something that doesn't fit!
9. Date & Times
For example, in the US, dates are typically written as "MM/DD/YYYY", while in the UK they are written as "DD/MM/YYYY".
For example, noon should be displayed as "noon" in the US, but "noon" would be incorrect in the UK.
Common Mistakes When Translating and Localizing Travel Content
Considering That One Language Is the Same as Another
It couldn't be further from the truth! Just because two words have the same meaning in one language. But it doesn't mean they will have the same meaning in another. For example, the Spanish word "llave" means "key," but the French word "clef" means "lock." As you can see, simply translating a text without cultural differences can lead to some very confusing and potentially dangerous situations.
Only by taking these factors into account can you be sure that your translations are accurate and effective.
Assuming That Text Translation Is All That Is Needed
However, there are a few other things to consider to ensure the content is effective for a foreign audience. For starters, cultural differences need to be considered when creating marketing materials and website translations.
What works in one country might not work in another, so it's vital to do your research before starting any localization project.
Additionally, voiceovers and videos should be dubbed or subtitled correctly for the target market, and graphics should be adapted.
It can include blog posts, social media updates, and even ads. By taking all of these factors into account, you can ensure that your travel content is localized and effective for specific audiences.
Neglecting to Localize Imagery
This includes images, videos,s, and other multimedia content. Failing to do so can result in a jarring and unprofessional user experience and also, missed opportunities to connect with local customers.
For example, what may be seen as an attractive or funny image in one country could be considered offensive or tasteless in another country. Localizing imagery considers not only the language but also the cultural context of the destination.
It can result in a jarring and unprofessional user experience, missed opportunities to connect with local customers and negative publicity. By taking into account cultural differences when selecting visuals for translation and localization, businesses can avoid these pitfalls and create a more effective global marketing strategy.
Relying too Much on Machine Translation Tools
Another mistake is using machine translations. While they can help get a general idea across, they are often inaccurate and can result in hilariously bad translations. It's always best to have professional translators do their job to ensure accuracy and preserve the meaning of your original text.
Travel Brands with Perfect Localization Strategy
Numerous travel brands have a perfect localization strategy. They understand the importance of adapting their content to meet the cultural needs of their target audience. To create successful localized content, it is essential to collaborate with a professional localization company.
Booking.com
Airbnb.com
Tripadvisor
At greatcontent, we specialize in creating tailored content in the world's most widely spoken languages.
Whether you need multilingual destination descriptions or fluent, creative landing page copywriting services, we can do the job.
Just get in touch with your project manager, and we can start focusing your branding efforts like never before.
