The World Travel Market and tourism translation
2nd November 2015
Following the biggest event in the travel and tourism industry calendar, the World Travel Market, in November we’d like to share some useful information on increasing foreign visitors to your website or attraction using professional translation.
The World Travel Market is a must-attend B2B event held annually at ExCel in London. In its 36th year in 2015 the WTM (2nd-5th November) had more than 50,000 industry professionals exhibiting and visiting across the four days. “More than 90% of visitors rate the quality of WTM exhibitors as excellent!” – WTM
As tweeted by the WTM “more than 80% of visitors agree that WTM is important to their business”. Why? It’s a fantastic opportunity to network and make new relationships to improve and expand their businesses.
The aim for everyone involved is ultimately to attract more business and in particular foreign visitors. According to a survey conducted by the Common Sense Advisory, up to 85% of people are more likely to buy in their own language. Therefore, translation is a key factor for everyone at the WTM and in the tourism industry in general to consider.
To bring visitors to your hotel, attraction or event you’ll no doubt have promotional literature in a variety of formats such as brochures, adverts, leaflets and of course, your website. So, to bring in foreign visitors you will need some, if not all, of this promotional material translated into the language(s) of those you’re hoping to attract.
Professional, native translators who are confident in the terminology used in the travel and tourism industry but who also have a good writing style can help you market your destination, hotel or event properly and effectively. Below are just some of the reasons why it’s crucial to use specialist tourism translators:
They have a thorough understanding of the target culture
It is really important to think about the differences between the original culture and the target culture. Are there cultural nuances that could be misinterpreted or not understood at all? Take the simple example of inviting visitors to enjoy a traditional cream tea. This should be explained as an English concept but so foreign visitors understand. Non-professional translators (and we know from unsuccessful test translations) assume it’s tea with cream. A professional native translator will use their expertise to make these decisions on a case by case basis. A translation widget would not have the capability to translate these cultural terms in the same way.
They know how to translate advertising phrases and slogans effectively
It is vital that a catchy advert has the same impact on the target audience as it does on the original. Quite often a literal translation can have disastrous results.
For example, a large pen company translated an advert for a campaign into Latin American Spanish to launch in Mexico. The slogan was “It won’t leak in your pocket and embarrass you”. However, the company mistakenly used the word embarazar to mean embarrass but it actually means to impregnate. Therefore, their advert in Mexico read as “It won’t leak in your pocket and make you pregnant!”
They have the knowledge to translate your website copy in a marketing sense
A professionally translated website makes the best first impression on a potential client. Knowing exactly which keywords should be used in another language can be tricky. For example, it’s important that phrases that people type into search engines such as “low cost flights”, “budget deals” and “luxury destinations” are translated in the correct way, which is where the knowledge of a professional comes in. It’s also important that booking information is translated clearly into the target language. Specialist translators understand how to translate the instructions precisely so that foreign visitors feel confident about purchasing from you and parting with personal information such as credit card details.
They are aware of the constraints when translating for social media
Social media translation can be tricky as there are various restrictions to take into consideration. As translations tend to expand, it is a skill to convey the message you’re trying to get across as concisely as possible. On Twitter for example, if your tweet is at the 140-character limit, the translator must think of a way to reword the tweet within the character count.
They are able to translate blogs effectively
n the tourism industry, blogs help to promote certain aspects of your business, whether it be specific services, events or offers. 61% of people read blogs or reviews before visiting a restaurant or tourist attraction. For that reason, you also need to have your blog posts translated to allow foreign visitors to access all of the information you wish to share. There is a large focus on blogging at the WTM this year as 100 bloggers will be taking part in speed networking events across the four days. The seminar “How to collaborate with Travel Bloggers to Create a Compelling Marketing Campaign” held on Thursday 5th from 12.30pm-2pm will also be very insightful.
They understand the best way to translate for video content
An article in the Guardian this July reported that “by 2017, video will account for 69% of all consumer traffic”. In the same way your marketing copy should be available in the target language, your videos should be accessible too. Your video scripts can be translated and made into subtitles to help foreign viewers. There are a lot of factors to consider when translating subtitles such as time and spatial constraints so specialists will ensure that they adhere to them by thinking of the most effective ways to convey your message. As an alternative to subtitles you could opt to dub your videos. That means that once the video script has been translated a specialist voice-over artiste will record his/her voice to be played over the video.
We hope that you’ve found this information useful. When you’re making new relationships at the WTM and thinking up new marketing strategies make sure you consider specialist translation to help you increase your activity in foreign markets.
If you would like to find out more about tourism translation call us on 08450 354677 or take a look at our tourism translation page to see our portfolio of work within the tourism industry.