Oct 10, 2018 |

How a partner network can bring destination success

We’ve been writing a lot recently about marketing for Destination Management Organizations (DMOs). You can check out our free eBook ‘The Destination Marketing Handbook’, which is filled with useful tips on how to market your destinations and experiences.

Skift recently published a blog titled '4 Trends Defining Tourism Marketing in 2018.' Dan Peltier wrote, ‘We’ve seen a lot of tried-and-true marketing tactics from destinations this year, but we also saw some newer, smarter strategies on how to use the masses of content and opinions available these days, thanks to social media.’

One trend in the article stood out as an excellent marketing strategy for destinations. It's easily achievable, makes business sense, and surprising that more destinations are not utilizing opportunities to collaborate.

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Published by Sara Napier Burkhard | Jan 19, 2017 | | 3 MIN READ

How to know when it's time to translate your tour and website content

As your company grows, your customer base should too. Putting together a tour that will appeal to a variety of travelers is one of the best ways to stay ahead of the competition.

You want to offer something that makes people feel comfortable and excited about their experience. A big part of that experience is language. But are you and your customers speaking the same one?

It's important to be on the same page as potential customers and as the global market is always evolving. Here are some ways to identify if your tour content could use a language overhaul.

1. You want to strengthen your brand

When you look up any of the top companies in the travel industry, what's one of the first things you notice about them? Perhaps it's their well-built website that's informative and easy to use. Maybe its their use of vivid imagery that captivates you from the moment you land on their page. But if the language available is not your native one, there's a good chance the first thing you look for is their translation options.

 

Visit Finland

Visit Finland has several language options available

Most businesses are realizing the importance of translating their content, especially brands that have a diverse customer base. Whether you're a tour operator, activity provider or especially a DMO, you probably reach customers beyond your native language.

With tourists becoming more adventurous, there are many that want to visit new countries and have authentic experiences. Additionally, this sense of adventure is alive and well in more than leisure travel. In the last decade there has been a strong increase in people moving abroad to take jobs, learn a new culture, or raise a family.

The brands that are noticing this global shift are the ones that are profiting. In Europe alone, this is a big deal for companies that want to stay competitive in their industry. A 2011 report by the European Commission revealed that 90% of Europeans will always use a website in their own language when given the choice.

Additionally, 42% of those surveyed said that they would never buy a product or service if the information was not made available to them in their mother tongue. So if you want to strengthen your brand and expand your customer base, it's time to look into translation.

2. Your area appeals to a new demographic

Chances are high that by now you've heard of Trolltunga. It's one of the Norway's most popular travel destinations and has been named one of the most spectacular places on earth by TripAdvisor. But it wasn't always so well known. If you've read our report on Trolltunga in Norway, you'd know about the phenomenon that happened there in recent years.

Trolltunga trend

Between 2012 and 2013, the amount of visitors doubled from 10,000 in a year to more than 20,000. Then the number doubled again in 2014! It has had a steady climb and even when it dips in interest for a season, it rises once again shortly after.

It's safe to say that plenty of travelers trekked to Norway from other countries, but how many could speak the local language? Norwegian is spoken by approximately 95% of the population as a first language, but many of the tour guides there know to offer their activities in other languages as well.  

Visit Norway

Information about these tours can be read in different languages on Visit Norway

It might be time to translate your tour and website content. This is a crucial way to benefit from the boom in interest in your area, and to establish yourself as a notable option in a variety of similar tours. Simply put, when a large demographic takes interest in your tours and activities, you should adjust your content to appeal to them. 

Trolltunga trend report

3. You want to improve customer experiences

Your goal as a tour provider is to offer great customer experiences. From start to finish, that experience goes beyond the activity they've booked. There is a lot of potential for interaction with them and clear communication is key. As more customers are booking online, their engagement with your business could start with your website and close with the follow up email after the tour. 

The best way to do that is with the right language. Even if you don't host your offers in every language outlined, your website should always clearly share valuable information like safety tips and what to expect. That way everyone on your tour can stay safe, be prepared, and enjoy the experience regardless of a language barrier. 

Sunset

 

"If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart."

-Nelson Mandela

If you establish a connection with your customer base, you'll not only gain more bookings, you'll establish a brand that customers feel good about. This sets you up for return business, and in the longrun, builds a company that continues to grow with the world around it. 

 

Looking to improve your customer experience online and offline? Let TrekkSoft help. 

Website checklist download

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Sara Napier Burkhard
Published by Sara Napier Burkhard
Sara is a writer from the American West Coast. In recent years, she's written for companies like Hipmunk, iTourMobile and Mylikes. She now resides in Zurich, Switzerland where she finds new adventures and attempts to speak German with minimal success.
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