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.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.