In order to succeed, you have to communicate with your clients in their native language. A successful company must focus its attention to a specific market, set its target clientele and build a profile of a perfect customer
Previous independent research studies have shown that as many as 80% of people now do online bookings of their vacations, hotels and anything related to vacationing in general. This is just a growing number. Even 91.8% of Serbian population uses cellphones with the activity on social networking websites, online services and the number of people using computers only growing. Now as never before, travel agencies are given a tremendous opportunity to reach wider audience by means of Internet.
Reach your ideal clients by having your translation done by an expert
In order to succeed, you have to communicate with your clients in their native language. A successful company must focus its attention to a specific market (and languages), set its target clientele and build a profile of a perfect customer.
There isn’t a single company that can meet all of its customers’ requirements, therefore it is necessary to focus on that one shot that may separate your company from others and market it in a completely original way. It is necessary to understand the interests of the target groups and their preferences and how your experience and your agency fit with satisfying all of your clients’ needs. So as not to fall behind the competition, your products and your offer have to evolve together with the needs and values of customers.
Dedicate your time to creating and translating the perfect content
Vacations and trips are, without a question, something that a customer has to visualize and make a personal connection. Photos at the travel agencies’ websites can clearly help in achieving the above, however something more than a couple of photos is needed for a person to personally connect with a certain destination. Keep in mind that choosing a destination and booking a vacation is not something that most people decide over coffee and that it may take months. Consider which social networking website is the one that your target group uses the most and then promote your marketing campaign, offered destinations, values, products that is everything that represents you best. Chances are that there are other agencies offering the same product as you, so you have to point out the distinct quality that sets you apart from others and why someone should decide on your services.
Don’t get lost in translation
Travel and tourism industry is no different than any other industry targeting the global market, therefore it is necessary not to forget the specific requirements and customs of a certain individual market. Some countries have their specific social networking websites such as WeChat in China and VKontakte in Russia and considering that these countries dominate the global market, investing in Facebook ads might not result in what you hoped for.
It is crucial not to forget about all those tiny details that make a person’s vacation better - include the services, amenities and facilities available, mention if the kitchen is well-equipped, explain how to reach the location and where to collect the keys and also a billion other small details that are important for tourists. Even the tiniest mistake in translation may lead to a serious misunderstanding and unhappy customers, therefore it is not worth taking risks. You can always use machine translation, such as Google Translate, but at this moment in time you should not rely on it since it is not accurate, precise and reliable enough. In order to see this for yourself, what you need to do is translate any sentence to English and then to any other language and then translate that sentence to the original language. The final translation will not even be close to the original sentence that you started with.
Your company’s mission, vision and offer do not deserve such a word for word translation. You have to understand and adapt the translation to the local context and culture in order to be certain that you captured and translated the essence of the original meaning and intention.