Using localisation in content design for the travel industry
Localisation has been defined as the process of adapting content and services to meet the specific needs and preferences of a particular market. In today’s globalised world, the travel industry has become more diverse than ever before. To cater to travellers from different countries and cultures, travel companies need to focus on localisation within their user and content design experience strategy, helping to delight customer’s through content on their physical and digital platforms.
Below are some examples of how travel companies have utilised localisation through their content design implementations:
Firstly, one of the main ways that localisation improves the user experience in the travel industry is by providing content and services in the traveller’s native language. For example, AccorHotels (the company that owns Sofitel, Novotel, Mercure, and ibis hotels) has implemented a number of localisation features in their language and tone on digital channels. When users visit the company’s website, they are presented with a version of the site that is tailored to their language and location. This includes not only the text content to the user’s native language, but also the imagery and design of the site. For instance, users in China might see different imagery and colour schemes than users in France, creating a more personalised and relevant user experience. By localising their language and tone on digital channels, AccorHotels is able to build stronger relationships with their customers around the world. By speaking to users in a way that is culturally relevant and engaging, they are able to create a more authentic and memorable brand experience, which can lead to increased loyalty and repeat business.
Secondly, by localising content and services, businesses can provide information in the traveller’s language, making it easier for them to understand what’s being offered and reducing cognitive load. This includes everything from descriptions of destinations and attractions to information about accommodation and transportation options. To create a better user experience for their customers around the world, Booking.com has implemented a number of localisation features in their digital platforms. One example of this is the use of localised copy on their search results page. When users search for accommodations in a specific city, Booking.com provides a list of results along with a short description of each property. The description includes information about the property’s location, amenities, and nearby attractions. By using localised copy in their search results and marketing messages, Booking.com is able to create a more personalised and relevant user experience for their customers.
Thirdly, localisation is also important for providing cultural context to travellers. When people travel to a new place, they want to immerse themselves within the local culture and want to learn about the unique customs and traditions of the destination. For example, Emirates airlines has implemented a number of cultural context features in their digital channels, through their content. When users visit the company’s website, they are presented with a version of the site that is visually tailored to their search and content relevant to the destinations the users are interested in visiting. By using local images and design elements, travel companies can create a more personalised and engaging user experience.
Finally, localisation can also have a positive impact on customer loyalty by catering to their unique needs and preferences. For example, Airbnb’s platform allows people to rent out their homes or apartments to travellers from around the world. To ensure that their customers feel comfortable and welcome, Airbnb has implemented a number of localisation features on their website and app. With this, Airbnb’s use of localisation helps to create a more seamless and enjoyable user experience for their customers. By adapting their platform to meet the specific needs and preferences of users from different countries and cultures, Airbnb is able to build a loyal and diverse customer base.
In conclusion, localisation in content design is essential for creating better in user experience in the travel industry. By providing content and services in the traveller’s language, businesses can create a more engaging and memorable experience for traveller’s. By doing so, they can also improve conversion rates, and promote customer loyalty.
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