THE LANGUAGE OF TOURISM: LOCALIZATION AS A KEY STRATEGY
Did you know that 1 out of 11 jobs in the world come from travel and tourism? You may think that’s not much, but the sector contributes a massive 9.8% of the world’s total GDP! Unlike some industries, the tourism industry operates, indeed, in almost all corners of the world and in every language imaginable.
One of the keys to being a successful business is to be where your consumers are. That means speaking their language, not only English! Many tourism businesses do a fantastic job creating compelling content that engages their target audience, but problems often arise when they attempt to translate this content. This is because translation in the tourism industry requires a high degree of cross-cultural communication.
Localization as a key strategy
It is not the first time that here at YOKO we highlight the importance of localization because is the process of culturally adjusting your business content to a given language and audience. Basically, it goes further than translation.
Localization is a process comprised of multiple adjustments that ensure your content is marketed correctly to a global audience. In the tourism industry, it is essential to use a unique market approach to address purchasing habits, customer behaviors and overall cultural differences and nuances in each country or area it works in. This is known as LOCALIZATION STRATEGY.
Using localization conveys that you speak the reader’s language. It shows them who you are and how you want to be perceived, all while maintaining and increasing your overall brand image.
Planning to use localization for your next business plan? Reach out to us!