Business experts, as well as academics, have come to recognise a global phenomenon that has emerged from the scourge of the pandemic and its similarly odious sibling, the current economic downturn – and that is, the opportunity to collaborate and innovate.
Measuring the ROI for investing in translations might prove slightly trickier than other conventional costs, as the metrics may not be as easily available. This is all the more confounding in the hospitality and travel business. What kind of formulas are there to help gauge how much more bang you are getting for every buck you invest in getting your website translated into Korean, or your menus into Japanese?
A colleague sitting across you at the office sips languidly at her coffee while staring at her computer screen. You notice the white print glaring against the black background of her mug as she chugs away absently and giggle to yourself. 'I am silently judging your grammar', it says. You chuckle because you can relate. As a branding executive, you know that when it comes to reaching out to your audience, even the tiny details count.
In 2020, China’s online population was projected to grow up to 914.1 million by 2020, representing 65.6% of the population, with figures for 2022 projected at 975 million, even with declining growth rates due to a huge base effect. Fast-forward two years and extensive data indicates that this number has crossed the one billion mark already. Exciting times indeed for B2B and B2C businesses tapping into China’s market.
As a hotelier, you'd know that the kind of relationship you have with those who patronise your business is much more profound than in any other industry's business-client relationship. This special relationship starts way before they step through your doors. It starts when they are searching for accommodation or when they are drawing up their travel plans.
Rules, rules… and more rules! One might say we’ve had enough of them since the pandemic reared its ugly head early last year. The last 20 months have flown past in a haze, with 2020 being nicknamed on social media as
It is a well-established fact that successful global marketing and the localisation of marketing and branding collaterals in hospitality and tourism require more than just a normal translation into local languages. Transcreation (creative translation), a far more superior option, takes into consideration the nuances of local languages and creatively delivers content to readers in their mother tongues. When words are imbued with more than just literal meaning, the result is effective engagement that draws consumers into the world of your establishment effortlessly.
Ni hao? Namasté! Mingalabar! Kamusta! Hola! Ciao! Hospitality is everything about making someone feel welcome and nothing does that better than greeting them in their own language. Not only does it immediately put one at ease, it goes beyond the whistles and bells of gorgeous interior decor and fancy fittings. It is the very fundamental spirit and soul of what hospitality is all about. An audacious claim?
The coronavirus pandemic has hit us - and it’s hit us hard. Some businesses are struggling to stay afloat while others are on the verge of throwing in the towel and calling it quits. In the hurly-burly of this pandemic and the lives that it has cost, one may ask, where is that sliver of hope for the hospitality, tourism and travel industry?
Consumer research has shown that 75% of customers will only buy in their own language. So, if you only have an English language website, you’re missing out on generating revenue from a large number of potential customers who do not speak English. This, coupled with competition that grows fiercer with each season and the constant effort to attract new customers from a wider reach, might be a good reason to take a serious look at getting the professionals in to help you with your website translations.