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#4 Steps for Travel Companies Looking to Attract the Asian Travel Market By Claire Goodswen, Lionbridge Solutions Architect May 11, 2015 We all know the Chinese saying, “A journey of a thousand miles begins with a single step.” Wouldn’t it be nice if that journey ended at your hotel, restaurant, cruise, airline, rental agency or convention center?You can make this happen – the Asian travel market is booming, and with the guidelines below, you can steer a good portion of this business to your doorstep. 1. Know the NumbersTo really understand what a game-changer Asian tourism is today, look at these data points:
2. Address the CompetitionYour competition is already taking notice of these trends. A quick look at what they’re doing makes it all too clear that companies looking to attract Asian tourists can’t afford to ignore or mishandle this market reality.
3. Acknowledge the NuancesWhile it’s tempting to look at “the Asian travel market” as one big entity, it’s more accurate to think of it as hundreds or even thousands of specialized markets. It can be hard to comprehend this in the Western world, but the Asian population consists of billions of people whose varying cultures are ancient and deeply rooted in religious and cultural mores that vary widely even within the same country. In order to win these customers, it’s essential to both translate into multiple languages and then localize for added relevance. In addition, different age groups need and expect different things, so you must segment target audiences into more specific groups like Millennials, families, seniors, business travelers, etc. Customers in these and other groups have vastly different approaches to the Web and mobile technology, the content they consume, and the terminology they use to talk about it. 4. Speak Their LanguageIt’s essential to make your online and marketing materials available in travelers’ native languages. Fortunately, a great deal of this work is now both easy and cost-effective. Language Service Providers can help you reach the 80% of today’s 2.7 billion Internet users who are non-native-English speakers. After all, why limit your global marketing impact to only 20% of your potential customer base? It’s crucial to translate. localize or transceate printed collateral (brochures, posters, publications, promotional emails, etc.), shore excursion guides, onboard and shore-side shopping guides, onboard newsletters, and customer service. And don’t forget to accommodate all those tourists searching for information online and via mobile devices with website translation and localization and international SEO. Select an LSP with experience not only in the languages and cultures you’re targeting, but also in the travel and tourism industry. A combination of translation and localization expertise combined with industry knowledge ensures faster production and better end products. The number of Asians traveling the world is growing by leaps and bounds, and you can profit from this boom by knowing the numbers, addressing the competition, acknowledging the nuances, and speaking your customers’ languages. Your journey toward increased profits is about to begin – take that first step now!
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