The travel and tourism industry is one of the most useful and rapidly advancing industries in the world. Contributing more than 7.6% of the global GDP, this industry is likely to show accelerating trends in the coming years as well. One thing that the travel industry relies on to grow and prosper is the translation and localization of its services. Since a major part of its success rests on international visitors and travelers, unhindered communication is vital in this industry.
And localization makes this communication between tourists of different linguistic backgrounds possible. This is the reason why accurate localization services are essential to the growth of this sector.
However, there are certain tips and tricks that translation companies should follow in order to facilitate travel and tourism globally through communication.
Tips and Tricks for Localization in Travel Industry
There are over 7,000 global languages spoken throughout the world today. However, recent surveys reveal that websites in the travel industry are created in the English language, while the native English-speaking population is just a small portion of the whole market. This means that targeting this English-speaking audience implies targeting only 20% of the potential market–and this is not enough.
In order to reach a wider audience globally, a streamlined approach to localization is required. An expert and professional localization agency makes this possible. Whether it is getting software localization services, medical translation, or tech localization, a professional localization approach by these agencies goes a long way in the progress of the travel industry.
Tip #1: Know Your Customer
Before embarking on the journey to step into the global travel industry bandwagon, take time to know your audience. Find out which languages your customer speaks and to what nationality they belong. Gather information on where the major chunk of the revenues from travel is coming from. Is it from the Asian region? If so, which languages are most commonly spoken by travelers in the Asian region? After you have gathered data on the languages, consider how you can translate content for travel in these languages. Knowing your customer allows you to craft your localization efforts better to cater to the needs of global travelers. For flawless translation, it is recommended to go for professional Tourism translation services.
Tip #2: Optimize Content for Your Audience
Once you have information about the languages that your customers speak, you can get down to optimizing your content for those languages. One way you can do this is by setting up international SEO and URL structures to cater to the communication needs of your customers. Optimizing for international SEO involves research into the keywords of each market that you are aiming to target. For example, finding out which words travelers from the Canadian or Japanese markets search for when browsing a travel website will allow your company to use these words in its localization efforts. In addition, optimizing content for global tourists will also enable you to improve your localization services for a better travel experience.
Tip #3: Localize Imagery, Currency, and Travel Content
When localizing visual content for the global traveler, keep in mind that different cultures across the world have different visual components that they prefer. Different cultures in the world prefer different imagery and visual content, but you can localize imagery for the global customer by focusing more on graphics that are symbol-based instead of people-based. This reduces the risk of offending travelers belonging to different regions of the world.
Other types of content that you can localize for the global traveler are menu items, room-service cards, tickets, passports, travel brochures, currency units, and websites. Localizing this content will demonstrate to your customer the efforts you are making to create a seamless travel experience for them, allowing you to better target the global traveler.
Tip #4: Consider Technological Edge
When localizing for the global market, one thing that a localization service must tend to is the technological aspect of localization. This involves getting insights into what technology your customers use to book flights and confirm tickets. Do they use mobile phones, or prefer websites to book their travels? If they prefer websites over phone calls, consider how you can grow your travel partners’ websites to attract more of these travelers. Decide on the international SEO tactics, imagery, graphics, and content that you will be used to cater to the needs of these target travelers.
Moreover, ensure that there is ease of use in the localization experience that you are offering to your customer. A localization company can ensure this ease of use by considering its travel website load times, and the visual content displayed on it that will encourage repeat purchases by global travelers.
Tip #5: Follow-Up on Global Travelers
Crafting a localization service and localization strategy for a global audience does not only involve localizing content and translating websites for the worldwide customer. It also involves follow-up with these travelers to ensure the translation and localization experience has been appealing to them. You can do this by getting reviews through social media platforms, conducting surveys, and observing travel trends across the global travel market. Doing so will allow you to improve your localization strategy to cater to your global travelers’ linguistic needs.
Localization in the global travel industry requires a streamlined and professional approach that is possible only with the help of a certified language translation partner. In addition, a well-crafted localization strategy will ensure more travelers choose a travel agency over others. Understanding what the global traveler or tourist wants can also pave the way to designing a professional and appealing localization strategy for this traveler.