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MultiLingual is the leading source of information for the language industry and businesses with global communication needs. Published eight times a year plus an annual Resource Directory, it is read by more than 29,000 people in 82 countries.

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April/May 2017

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Columns and Commentary

Post Editing | Katie Botkin
Multilingual April/May 2017

Who among us doesn’t like the idea of a vacation? And more specifically, travel to a vacation destination?...

Perspectives: How to (not) kill a translation client | Andrew Lawless
Multilingual April/May 2017

Did you know that according to Gallup, 86% of buyers would pay more for a better service experience, and Forbes magazine reports that only 1% of them feel that they are getting it?...

Community Lives: Language community identity | Jeannette Stewart
Multilingual April/May 2017

All branches of the social sciences seem to have had input as have management disciplines across the board. And yet for all this activity, are we truly closer to defining what community identity actually is? It seems fair to say that whatever it is does not seem to arise naturally; rather it seems to be derived from a mixture of elements fabricated by communities themselves. This leads us to ask whether our language community identity should be based on what we want it to be, or whether it should be what seems natural for it to be....

Core Focus

The new face of tourism: Online and now! | Anne-Cécile Dousson-Lhéritier
Multilingual April/May 2017

When you think about tourism, what comes to mind? Is it the travel agency down the street with beautiful catalogs? Or the flight comparison website you used for your last vacation; the guide book you purchased at the book store; the apartment sharing platform you visited last month; the app you used this weekend to find things to do during your weekend trip; the review website you visited to gather new ideas?...

Global customer journeys | Rebecca Ray
Multilingual April/May 2017

Tourism ranks as the number three export worldwide — ahead of even food and cars, according to 2016 data from the UN World Tourism Organization. Emerging countries, the majority of which use languages other than English, are projected to dominate international tourist arrivals by 2030 with 57% of the market, or one billion arrivals. And it’s not just outbound tourism that’s driving this consistent growth, but domestic travel as well...

Globalized health care, an LSP's treasure chest | Yasin Steiert
Multilingual April/May 2017

In an all too recent past, medical tourism was not something that was viewed as accessible to a middle-class population. Medical tourism was often associated with elite politicians and celebrities flying into ultra-specialized clinics in Germany or the United States in order to receive specialized, expensive care. Presently, this notion couldn't be further from the truth. Estimates on the size of the medical tourism market range from $45.2 to $100 billion. The broad estimate range owes to the fact that the market is still in its infancy. A consensus among market analyst  reports all indicate a high level of growth; estimates start at 15% and expand from there....

Localizing travel-based user generated content | Andrew Rufener
Multilingual April/May 2017

We know how to get good-quality human translations done, but how do you deal with high volumes (at times, billions of words a day) of user generated content that needs to be translated into many different languages in near real-time at very low cost — something that can only be done with machines?...

Multilingual technologies soar in travel and hospitality | Libor Safar
Multilingual April/May 2017

The international nature of travel and hospitality just might make it the “ultimate” localization industry. Either way, it’s one of the most fiercely competitive spaces in the world of eCommerce because a staggering number and variety of parties sell the same products for similar — or even identical — prices. In their quest to win and serve the same customers, traditional and online travel agencies, bed banks, hotel aggregators, metasearch sites and other intermediaries collaborate (but also compete) with hoteliers, hotel operators, airlines, online marketplaces and countless other providers and operators in the hospitality space.

In such a competitive environment, advantages other than price can make a significant difference in performance and sales, which is one of the reasons why we see so much innovation and so many initiatives in a space whose sole purpose is to attract travelers....

The language of tourism in Fiji | Anna Maya Tomala
Multilingual April/May 2017

To lure potential customers to buy a holiday away from home to an exotic and far-flung locale such as Fiji, most marketers incorporate certain semantic and pragmatic features into their promotional material. The language of tourism is a powerful tool. Through pictures, brochures and other media, marketers attempt to seduce millions of people into becoming tourists. Tourists in turn contribute further to this language through the communication of their experiences....

Lifestyle: Tourist — Citizenship: Global | Angela Sasso
Multilingual April/May 2017

Community interpreting, “bidirectional interpreting that takes place in communicative settings among speakers of different languages for the purpose of accessing community services,” (ISO13611) is an ebb and flow occupation that tends to parallel global immigration and refugee migration trends. This means that a community interpreter can experience both an economic drought and a fiscal feast....

Industry Focus

Harnessing the dragon: Localization and the Chinese tourism market | Patrick Gardiner
Multilingual April/May 2017

Chinese tourists spent a massive $292 billion on outbound travel in 2015, making them comfortably the most reliable source of tourist income for most of their destination countries. This has followed a consistent upward curve since the Chinese economic boom began in the 1990s, and is continuing to grow despite China’s recent economic stutter steps. Provisional numbers for 2016 suggest a growth rate of around 10% on 2015....

Reviews

Think Outside the Country | Nancy A. Locke
Multilingual April/May 2017

Overall, Think Outside the Country is a primer for those starting out on their globalization journey and a useful refresher course for those who think they know it all. Crafted by a seasoned copywriter and industry insider, the book is a fun read while providing some serious food for thought....

Takeaway

Remote working: Translation trailblazers | Luke Sewell
Multilingual April/May 2017

The average translator knows it’s necessary to translate in order to get paid and develops strategies to ensure the work gets done while trying to satisfy other human desires: to socialize, find meaning and to separate work life from home life....


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