Translation Services in Hospitality

Defining Trans-Creation

By Jorge Alonso Co-Founder & CEO, Flix Translations Group | October 08, 2017

Hiring a translation company involves consideration and implementation of a long-term translation strategy. The strategy must be set with 3 key variables in mind: content, time and budget. According to the type of content and use, the most adequate workflows and services are defined. Based on the deadline, the number of professionals, the tools and quality assurance required are set.

Tools must be used to streamline management and optimize budget. With translation memories, previously translated content is detected, which can be applied to the new translation. Translation memories will eventually reduce up to 36% of translation costs. Glossaries and style guides provide a unified brand message, ensuring quality and consistency of the message.

What is Trans-Creation?

With markets being more connected than ever and international consumers more accessible via the internet, mobile platforms, and such, the need for communication written to ensure that all messages are conveyed as intended to a target market is a vital component in today’s industries. The level of demand and competition in all markets should entice companies to take their translation process a step further with trans-creation - a term that encompasses taking a concept and message in one language and strategically recreating it in another in order to resonate with the intended audience.

While it is clear that branding, communications, and messaging are an essential marketing tool that enables hotel properties to transmit their vision, values and mission to their current and prospect consumers, it is also imperative that these key messages are not lost in translation before they arrive to their targeted market(s). A translation company isn't about simple translations; it offers services that speak specifically to each market with tone and wording that successfully conveys an idea. Though all industries require proper communication across a myriad of markets, the nature of hospitality and its organic need to reach consumers from various markets makes trans-creation a concept that must be applied when pursuing effectiveness. Recent studies in the subject show that 72% of the population prefers to obtain information in their language; with this in mind; it is essential for hospitality executives to improve the overall experience of the tourist through a personalized treatment in their language.

Quality translation involves knowing the context and cultural background from which the words in the original text came, and consequently choosing words or phrases in the new desired language that will best convey the substance and meaning of the original in a new context. Unless this process takes place, strategies that brands so arduously work to create may get misinterpreted or even lost along the way; here is where trans-creation must come into play to ensure the messages that reach key markets are not simply changed words in one language into their equivalents in another. It is very difficult to communicate with people who speak different languages and, within a given language, different regionalisms with one single message. Unifying the message may result in confusion, misconception and even offense; therefore it is important to understand colloquial distinctions and give messages a local flavor.

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.