How to Best Translate your Website: Travel, Tourism and Hospitality
The rise of the internet as a marketing tool has enabled companies of all sizes to appeal to international audiences. For many businesses, especially those that mainly operate online such as travel and tourism companies, this provides an opportunity to target potential customers from all over the world. In order to do this, your company must be able to provide content that is informative, attractive and understandable in a wide range of languages. However, this involves much more than simply translating your existing content directly, as local customs and SEO considerations have to be taken into account to ensure that your website is as appealing in French, German, Chinese and Italian as it is in English.
Choose Your Translator Wisely
When hiring an agency, freelancer or full-time member of staff to translate your website, it is prudent to ensure that they are familiar with SEO techniques. Keyword phrases that work in your company’s native language may not work so well when translated, so it is vital that your translator is able to create a translation that remains true to the original source but is also fully optimized and natural sounding to local markets. With this in mind, using native speakers is always an advantageous move as they will be familiar with local customs.
Many businesses in the travel and tourism market feature websites that contain many pages, meaning that there is often a lot of content to translate. Developing an efficient process for these translations can be both time-effective and cost-effective in the long run. For example, if you are using a number of different translators to translate your English content into French, ensure you develop a glossary to ensure consistency during the process. This will also be beneficial should you require content to be translated in the future and use the services of a different translator.
Conduct Market Research
Launching your website in a foreign market requires more than a simple translation of the content. Knowing each market’s browsing and buying habits is crucial when expanding your company. For example, if your company is based in Britain and specializes in budget holidays, it is fair to assume that holidays in central Europe or even within Britain itself could be booked relatively inexpensively. As such, destinations such as London, Paris, Rome and Berlin would the kind of destinations that would feature on your homepage. However, should your company expand into foreign markets, you will have to re-consider which destinations could be booked inexpensively by people living in Moscow, for example. Knowing popular destinations and travel preferences of each of your target markets is essential when it comes to translating and launching your travel and tourism website into international markets.
Image copyright: Fotolia.deHow to Best Translate your Website: Travel, Tourism and Hospitality