Tag: Travel

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SDL Tados 2021

What the localization of travel websites can tell us about the future of tourism

Localization, Travel and Culture

localization of travel websitesWe all know that North America, Western Europe and East Asia have long been popular markets for the tourism industry. But we also know that people living in these places aren’t the only ones who want to explore the world. Companies are recognizing the value in marketing to emerging markets and lesser-known regions. Where else in the world is tourism expected to grow?

We thought of an interesting way to answer this question. Our team conducted a study of ten leading tourism websites to determine which of these companies make the most effort to the localize their website in different languages, and what that can tell us about where the tourism industry is headed.

We took a look at a variety of tourism websites to try to get a good feel for the market. We could not consider every tourism website out there, so these are the results for the sample we selected. The results of the study are as follows:

  • Leading the pack in our sample is travel fare aggregator and lodging reservation website Booking.com with 43 languages, including Thai, Polish and Malay.
  • In second place is Agoda, Asia’s leading online hotel reservation service, which operates in 36 languages and has a site localized in Brazilian Portuguese.
  • com comes in third with 34 languages.
  • Trivago comes in fourth with 32 languages.
  • Tripadvisor and Skyscanner both fly in at fifth place, with 28 languages each. Skyscanner also has three localized websites in British English, Latin American Spanish and Brazilian Portuguese.
  • Seventh place belongs to Kayak with 22 languages.
  • Expedia and Accor Hotels are in eighth place with 18 languages.
  • Couchsurfing, a website that connects travelers and hosts for homestays and events, comes in at tenth place with nine languages.

Not surprisingly, the study revealed that the most popular languages appearing on each of the ten sites were English, German, French, Spanish, Italian, Portuguese and Mandarin. However, what’s interesting is looking at which other languages appeared on the websites.

The next most popular languages are Russian, Dutch, Japanese, Polish, Indonesian, Korean, Swedish and Thai, with nine translated sites. On eight websites you’ll find Turkish, Traditional Chinese, Danish, Norwegian and Finnish. Seven sites are localized in Vietnamese and Greek. Six are localized in Czech, Hungarian, Arabic and Hebrew. Five sites are translated into Ukrainian and Malay. Romanian, Croatian and Slovak appear on four websites. Three sites were translated into Catalan, Bulgarian, Latvian, Estonian, Lithuanian, Slovenian and Serbian. Only two are translated into Filipino and Icelandic.

What does this mean for the tourism industry?

Our test data shows that the popular sites are noticeably present in the developed markets of Western Europe, North America and East Asia. However, digital tourism giants are identifying growth engines and are beginning to show their presence in the emerging markets of Eastern Europe and the former Soviet bloc countries, along with East Asia and the Middle East. According to our estimation, this phenomenon will only increase.

Thanks to a growing middle class in developing countries enjoying rapid economic growth — due in large part to technological advancements — more people are able to spend their time and money on travel. This was either an unlikely or impossible reality for people living in these regions 20 to 30 years ago. Furthermore, customers are reaping the cost benefits of technological innovations in the aviation and tourism markets as companies continue to lower their prices.

What does this mean for the translation industry?

There’s a good reason why all of these companies (and they’re not the only ones) are localizing their websites. Localization can help an entity greatly expand their market reach, whether they operate in the tourism space or not. Furthermore, it can be done at relatively low costs.

Many businesses translate large quantities of content with hybrid translation, which combines neural machine translation (NMT) with the expertise of human editors and testers. In some cases, hybrid translation can lower traditional translation costs by 50% — theoretically, without compromising quality.

We’ve developed a translation quality score (ONEs) which evaluates NMT systems on a quarterly basis. The Q3 2018 score rates the translations for the travel and tourism sector above 90%. With such a high score, it’s evident that the need for human post editors is reduced to a minimum, and only minor fixes are required to bring texts to human-level quality.

We estimate that within 6 to 12 months, most of the travel and tourism industry, starting with the high-volume travel websites, will stop using traditional human-only translation services.

MultiLingual will devote the last issue of 2019 to tourism, so if you have direct experience with emerging trends in tourism localization, get in touch!

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Yaron Kaufman is a cofounder and CMO of One Hour Translation. His main interests are localization technologies, online advertising, SAAS and entrepreneurship.

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Travel, tourism, Cuba and the New Year

Localization Culture

Cuban cowboys

Cuban cowboys checking their phones in a public wifi zone.

In 2017 we have a host of new localization subjects to explore. One is travel and tourism. I’ve traveled all over, but after spending ten days in Cuba, I can say it’s one of the most-visited and still least-touristy places I’ve been. From a tourist’s perspective, it’s aching for some seriously localized tourist amenities: wifi, online booking, straightforward, comfortable transportation, more English. However, the underlying reason it lacks these things is precisely why it is so appealing to tourists — it’s its own thing, not some foreigner’s version of itself. Although it is possible to find Air BnB listings in some places, the network of casa particulares needs no internet, relying instead on interpersonal networks of friends in other cities and getting a small cut. You can find a casa in Havana and have your entire trip planned for you by your host, taxis arranged, lodging arranged, everything. And even paying a few extra bucks for lodging, this is doubtless cheaper than redoing the infrastructure of the island nation.

If you’re adventurous, it’s not hard to find transport and places to stay yourself, even just walking into a town; it may not be what you’d expect, but that’s, in part, what people pay for. They want to experience a place where the cars are so old that it’s standard procedure to pack 16 tourists into a 1950s-era army truck with plastic seats bolted to the floor and then drive for six hours in diesel fumes. They want to experience a place where McDonalds doesn’t exist. Where they have to be smart and savvy in order to get around the language barrier. Where they can take photos of men carrying hay through the streets by horse wagon, where they can buy socialized ice cream for four cents, where they can haggle and quibble and still have no idea if they’ve overpaid. Tourists, to a large degree, want the foreign. It’s why they travel.

They also want the familiar, however: they want to be able to look on Yelp for restaurant reviews, and they want to be able to upload their photos to Instagram. The balance of keeping places their own thing, and localizing for tourists, is a delicate one.

If you have expertise in this field, or in any of the others we’re covering this year, send us an email. We’re always looking for expertise.

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Katie Botkin, Editor-in-Chief at MultiLingual, has a background in linguistics and journalism. She began publishing "multilingual" newsletters at the age of 15, and went on to invest her college and post-graduate career in language learning, teaching and writing. She has extensive experience with niche American microcultures across the political spectrum.

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Wearabletech: Gucci Translate Anyone?

Blogos, Language in Business, Translation Technology, Travel and Culture

This innovation from IconSpeak caught my eye recently, though not the attention of my credit card.

It’s a t-shirt printed with icons that enables global travellers to communicate by pointing to the icons, doing away with the need for those so-so translation apps and clunky phrase books into the bargain. The icons themselves are said to be easily recognizable worldwide and have been picked to represent the most frequent translation needs of travellers.

IconSpeak World T-Shirt: Wearable tech taken literally?

IconSpeak World T-Shirt: Wearable tech taken literally?

Here’s what the Travel + Leisure website has to say:

“The Iconspeak T-shirt design  is surprisingly straight-forward: it’s a series of 40 “universal” icons laid out in a grid. By pointing to one or more of the pictures, you can create a very basic message without having to speak a lick of the language. You’ll just have to find someone willing to play T-shirt charades with you. A taste of the icons you have to work with: an airplane, tools, an open book, camera, clock, bus, boat, a person seated on a toilet. Basically anything you need to portray day-to-day necessities.”

So here we have wearabletech going in a more literal direction.

It’s always great to see innovation, but as a seasoned traveler, whatever about the idea of using icons in some curious ritual to communicate with others (and there are limitations), I think the cut and colours of the t-shirts themselves are not that appealing.

Perhaps there you feel there is some potential though. Find the comments…

You can read about IconSpeak’s inspiration on their blog.

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Ultan Ó Broin (@localization), is an independent UX consultant. With three decades of UX and L10n experience and outreach, he specializes in helping people ensure their global digital transformation makes sense culturally and also reflects how users behave locally.

Any views expressed are his own. Especially the ones you agree with.

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