Is localization still a thing for the travel industry?

Every one of us would like to go to some places and experience the vibe, the culture, and the beauty of it. Travel is something that has inspired many people across time, generation, and nature of work. Travel has become a huge industry that even after taking a great hit by the pandemic sits just above 300 billion dollars.

But things have changed a lot since the pandemic. Now more people are wanting to travel than were in the pre-pandemic era. Google says, more than sixty percent of leisure travelers search the internet to see places & plan their trip before they book the tickets. Most of these people prefer websites that present content in their native language to do the research and especially to book the tickets or buy a travel package.

Instead of in-person meetings with travel agents, people are more willing to take things online and take the advantage of better offers and travel packages with flexible policies regulating any last-minute cancellations and additions. With countries relaxing their quarantine walls as the vaccination process raises up waves of vaccinated travelers can be seen arriving at different locations.

Globalization is a thing for sure, but people tend to buy things that are presented to them in their native language. There is an inherent sense of trust they feel when they see travel packages and places displayed to them in their language, making website Localization services a necessity for travel websites and apps.

It works on a very simple fundamental of “cannot read, cannot trust, so won’t buy.” A poll conducted with consumers in ten different countries for having travel or any other website in English VS non-English laid down the following results –

  • About forty percent of people visit English websites but more than fifty percent of people prefer to spend time on websites in their native language. So, less time spends on the website is less likely to book a trip.
  • Non-English speakers visit the English website to get more options and better offers for the product or services they are looking for but they still prefer native language websites. However, almost seventy-five percent of these people will use google translate or other machine translations to translate the content of English websites into their native language.
  • Although people fluent in English are more likely to buy from an English website like from the Netherlands, countries in South Asia, Africa, Middle-east, and Latin America have the least number of English speakers and therefore are more likely to trust a native language website, even if it is poorly translated website. Nine out of ten people speak no English and 87% of those will not even try to translate the content of the website.

Therefore, it is a pretty evident message for travel marketers that if you want to get more people to visit and book travel packages from your websites, it’s high time you pull up your socks and hire an experienced website or app localization service.

Now the question is what to translate and how to do it? Well, for starters, you can go with completely translating and localizing your user interface of the website or the app. Translating these contents is often seen to yield better results. The research suggests that translating and localizing website content, manuals, customer satisfaction feedback or testimonials, customer support content increase in value over the product cycle.

Whether to use machine translation or human translation can be a thing of your choice. However, if you want to express emotions and soul with your content it is better to go with human translations. Like at LanaguageNoBar, we provide 100% manual translations with three-tier quality check, proofing, and editing services.

Despite the advancements and improvements in machine translations, there are a plethora of things that are crucial and can only be translated perfectly via human translations. When it comes to travel websites or app localization the most important thing to consider is to accurately present the cultures and traditions of different places into the target language, without offending either of the cultures.

So, the travel industry is having a bounce back after the pandemic and people are more willing to travel. Companies and websites that want to benefit from this bounce have to get their stuff localized to show people that they care. Localizing your websites and apps will be very much aided if you also localize your social media as it will attract more people to your website. 

of the world can be reached by just localizing in 12 or 13 languages, however, you decide which language you want to start with considering your market. The travel industry is so happening that even a mediocre translation could help you get customers or to start with, you can do partial translations (translating and localizing your highlight packages). Irrespective of whichever way you choose to go, understand that it is important for you to show that you care for the travelers seeking to book their trips and always get a native & professional translation service to do the job with perfection.

Also Read – What are the factors that make an assignment helper better than others?

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