Translation, Travel and Tourism: Localization for the Hospitality Industry

Miloš Matović 4 years ago 4 min read

Travel and hospitality industry requires frequent updates of content, changes of target audiences and the advertisement media and therefore represents one of the most active areas of the language industry. The particular challenges of the industry can be overcome easily if the clients and providers of language services work together and, of course, if they both have a clear understanding of the nature of the industry and the benefits of language solutions to its growth.

Lokalizacija u turizmu

You may own a hotel or a restaurant situated in a tourist hotspot or in a place that has yet to be discovered by the foreign visitors, but in any case there is no reason not to reach out for a wider audience. English is the most widespread language of the world, but you should also consider offering your services on other markets and in other languages, but which ones?

The most rational choice, of course, would the territories nearest to your place of business, as well as the ones from which your new clients are most likely to arrive. The best approach, as usual, is actually a healthy mix of experience, professional intuition and market research. Taking into account all of this will help you pigeonhole your target markets and focus on your new audiences.

Decide what should be translated/localized

First and foremost, you should localize your website and make it an interactive representation of your enterprise at its best, localized in accordance with the target culture of your clients. The same goes for any digital marketing materials such as digital brochures, ads, videos or any other materials designed for your clients.

Printed materials such as hotel and restaurant brochures, menus and signage – when translated and localized properly – provide an additional value to your business and reflect your level of professionalism. More importantly, they communicate respect for the culture and language of your clients and customers, making them feel at home.

Social media is the dominant channel of communication of the modern age. Keeping in touch with your visitors after their holiday ends will surely enhance their chances of returning the next year – or even making your business their preferred holiday spot.

Don’t forget about the changes and updates

Frequent changes and updates of content are the norm in travel and hospitality industry.

The hottest themes and buzzwords of one season may be abandoned the next year for any reason. At the same time, your unique style of communication and your brand message need to remain consistent across the different languages at all times.

There is translation technology developed to help you do precisely that – and cut the localization costs at the same time. Previously translated and localized content can be reused, recycled and updated when needed.

However, to make the most out of language solutions and translation technology, make sure to produce your content with localization on your mind. Different markets require different approaches, different languages have different structures – what works great in, for example, English, may utterly flop in other languages.

Find the right LSP

You want to show what you are really good at and what makes your enterprise special to your foreign clients. To do this the right way, you need to work with the language professionals who will be able first to understand this themselves and then to communicate this message the best possible way.

Both digital and printed marketing materials require specific approach and the right provider of language solutions four your business should bring creative translation or transcreaction on the table.

Additional services such as multilingual DTP processing also won’t hurt.

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