Translation for the travel and tourism industry | Need-to-know

Translation for the travel and tourism industry | Need-to-know


The travel and tourism industry is global by nature and it’s only getting more so, with more people travelling abroad and more hotels opening in new and exciting destinations. But with opportunity comes challenges – notably the huge amount of competition in the travel industry. So, how can you make your brand stand out from the crowd and entice travellers to choose your hotel, airline, attraction or package? One of the most impactful things you can do is to translate your content into native languages of your target travellers. By speaking their language, you can ensure your message is understood by your target audience and connect with them on a deeper level. Let’s look at the main types of content you need to translate in the travel and tourism industry. First of all, your website. Kind of obvious! It’s essential that you translate your website so that users can make bookings, fill out forms and access offers. Translating your website also has SEO benefits. A translated website should appear in the search results when users type relevant search queries in that language, thereby driving more traffic to your website. Second, your social media. Your blog and social media posts need to be localised. In this case, copywriting and creating content from scratch is actually a better idea than translation, to ensure that the content is as relevant as possible for the audience. Third, your email marketing. Email marketing can include things such as flash offers, newsletters and forms. Again, making sure that they are translated engages customers with higher success rates and reduces bounce rates and unsubscribe rates. Fourth, your videos. Videos are a great way to promote yourself and your facilities. When you translate your videos, you can either use subtitles or a voice-over. And finally, your brochures. Brochures are a core part of the travel and tourism industry, and they need to be translated. They can include pictures and descriptions of hotel facilities, for example, and there is also a big market for travel guides for different holiday locations. If you have digital copies of your brochures on your website, you should make sure they are stored as downloadable assets and that they have small file sizes in order to aid the speed of download. Can you think of any other tips for translation in the travel and tourism industry? Let us know in the comments down there! And remember, we have an in-depth guide (of course we do!) about translation in the travel and tourism industry on our training platform – which is awesome! Check it out using the link in the description.

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