Following are just a few of the things we know to be true about the Travel & Hospitality industry:
We know many other things as well, but in a nutshell, your winning strategy comes down to the delicate balance of providing relevant, compelling content that resonates with customers in their languages, using the most appropriate technology.
Is it easy to do this? No, not for most companies. But is it possible? Absolutely.
The First Step: Know Your Customers
This sounds like common sense, but you might be surprised how many time I’ve spoken with companies who base some pretty big marketing decisions on assumptions. “Our customers probably understand English, so let’s not bother translating the website.” Or the opposite – yet equally risky – one, “We have to launch a comprehensive 25-language campaign in order to reach everyone since our competitors just did.”
While those assumptions might actually be true for some companies, the respective consequences are enormous, so before going too far down either of those roads, it’s probably worth taking the time to find out for sure. How? Do your homework. Take polls, watch online behaviors, and don’t forget one of my favorite strategies: talk to your customers.
Want More? Read the Lionbridge Travel eBook
If you’ve been tasked with increasing the global visibility of your travel company’s website (especially in terms of reaching a multilingual audience), I recommend you take a look at our new free eBook, “5 Steps to Attracting More Multilingual Visitors to Your Travel Website.”
We wrote it specifically for you and think it could be just the thing to spark some ideas that will result in meeting your global, multilingual marketing goals.