Allocating Translation Resources and Budget to Stay Competitive
By Angel Zimmerman Co-Founder & Chief Operating Officer, Sajan | September 01, 2013
The hotel industry is already global by nature. Guests come and go, hailing from dozens of countries every week. In your quest to gain a competitive advantage over other hotels, you may be considering expanding your international presence. Introducing your hotel brand to additional markets successfully requires localization-adapting certain facets of your business to local markets.
If you have a budget in place to further expand your hotel's global footprint, the next step is to figure out how to allocate your budget. Where should you get started with your localization prioritization strategy if you are unsure how to proceed?
Apportioning your financial resources prudently is critical. To create the most long-term impact for your hotel brand, you will need to invest in strategic localization options that offer strong competitive potential. Strategic investing can certainly pay off, as InterContinental Hotels Group has demonstrated with the Holiday Inn hotel chain's growing success in emerging markets and worldwide. The chain recently launched its 60th hotel in China as part of its strategy to target around 20 international markets. A lot of that iconic brand's success is due to strong, consistent international and domestic branding, which is founded upon successful localization. No matter what part of the world a traveler winds up in, he or she knows what to expect from Holiday Inn due to its consistent brand identity.
For hoteliers who aren't sure which forms of localization will provide the sharpest competitive edge, it makes sense to start with proven advice and solid strategies.
Determine Your Goals
Before you can decide which avenues to pursue with localization, you need to first identify your business goals. These will be specific ways for you to build a strong brand presence-or strengthen and adapt your existing brand in key markets. Your defined goal directly correlates to the vehicle for achieving it. As an example, if a hotel chain wants to increase hotel bookings in Thailand and finds that their website is buried in a sea of competing properties in web searches, the marketing team would do well to consider multilingual search engine optimization, or MSEO, as part of its strategy.