Multilingual Marketing for Hotels
Create a Global Revenue Stream
Multilingual marketing has the potential to introduce you to a global audience and expand your revenue streams across new borders. World economies continue to dictate regional travel production. Consider the stats below, taken from Search Engine Land:
- Asia accounts for over 40% of the world’s internet users.
- China has 30% more internet users than the US.
- 75% of the world’s population speaks no English at all.
- Hotel guests are 4 times more likely to book from a website in their native language.
- People search the internet in their native tongue.
These are important points to remember when budgeting for international marketing efforts.
Generate New Business Worldwide
Multilingual marketing is a powerful tool. It has the ability to add an entirely new dimension to your revenue stream.
In today’s world, both online communication and the world economy play big roles in determining new and emerging markets for the hospitality industry. But if your online marketing and website content are only reaching English-speaking travelers, you could be missing out on a lot of potential revenue.
It may seem like a big leap if you’ve never ventured beyond your single-language website and marketing efforts. But what if you could try multilingual marketing on a limited budget, to make sure it’s right for your brand or property? Read on!
The world is a big place. You can’t market to everyone in every language. So where do you you start, and how do you know if you’re ready?
We start with research that goes well beyond the geographic report in Google Analytics. Consumers abroad may be researching your local area but not finding your website; these searchers wouldn’t show up in analytics. Our experts also use city level and regional tourism data. Based on our research, and in consultation with your own team, we compile a short list of countries and languages to target.
The next step is to test the international waters for your hotel and brand with a very targeted paid search campaign. We translate keywords, ad copy and a few landing pages to run your initial multilingual campaign on a limited basis. We only use native speakers for translation, never robots!
The results of this test campaign determine whether further multilingual investment is warranted, and helps us determine which areas look most promising. By testing first, we ensure that you have real actionable data to back up your international marketing expansion.