13 May How Translation and Localisation will help relaunch Tourism
2020 was not an easy year for the tourism industry. The number of trips decreased drastically and the COVID-19 containment measures led to an overall decline of 54% in the volume of travellers compared to the previous year.
Yet the outlook for the coming summer season seems to be pointing to a slight improvement. Travel has slowed down during the pandemic. But at the same time new travel trends have emerged and these could signal a turning point in the tourism industry. So when should we begin thinking about how to relaunch tourism?
Translation and localisation: how can they help relaunch tourism?
During this time, creative translation services and localisation can be prime allies of tourist facilities wishing to improve their individual ranking online and expand their own international client base.
It seems travellers have a growing preference for tourist facilities that provide their customers with a vast range of personalised digital services. Translation and localisation services allow businesses to develop effective virtual assistant tools in many languages (chatbots or smart speakers), to customise check-in and online payment platforms, and to improve their ranking in communication channels directed at their customers.
Relaunching tourism: 4 reasons to rely on translation and localisation services
1. Attract new customers
The majority of travellers carry out several online searches to gather information on their destination and choose accommodation best suited to their needs. Although English has long since provided a means of contacting a good number of potential customers, it has been proven that for many users, browsing online in their mother tongue is still their go-to method for searching.
Therefore, building a multilingual website may help tourist facilities draw in a greater number of international customers and offer them a personalised, high-quality browsing experience.
2. Increase website traffic and improve online ranking
Language services, combined with digital marketing, offer the opportunity to promote channels of communication and contact an increasing number of visitors and potential customers. Multilingual SEO services are able to assist tourist facilities in improving their own ranking in online searches while the creative translation of advertising campaigns can contribute to increasing conversions.
On another level, localisation of social content and email marketing texts is capable of boosting the production of interesting content for a business’ own community and informing their customers about promotions or special announcements.
3. Offer a better online user experience
When you address a vast and international audience, it is not always easy to keep in mind how language and cultural differences have the ability to influence the use and perception of platforms for the tourism industry. Localisation services enable tourist facilities to improve the reservation process by simplifying searches for information and online assistance services. They can also lead to optimising the organisation of web interfaces to make online browsing easier and more intuitive for users.
4. Improve the performance of booking apps
According to data collected by Google, the search for “hotel booking apps” appears to have increased a great deal overall in the last year. Therefore, it could be useful to take this information into account when considering to invest in the development or localisation of an app designed for managing online bookings.
Translation and localisation services prove to be once again valuable allies in customising online services and increasing their potential through language.
We hope this brief overview of the industry has been useful and has clarified which activities we can focus on to relaunch tourism.