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Applying Machine Translation to an Online Travel Localization Strategy Effectively

Applying Machine Translation to an Online Travel Localization Strategy Effectively
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The travel industry is one of the global industries in which multilingualism is a fact of life. With more and more travelers taking travel matters into their own hands, online channels increasingly gained unopposed significance. Whether travel suppliers want to provide contents of various interesting travel destinations for their outbound travelers or want to reach out to potential inbound travelers in different countries to invite them for a special offer, or for booking a hotel room or trip, visiting a specific attraction or event, etc. the core for all this is communication and related to communication – is localization.

Time to Publish in an Online Economy

Online as a channel has become a vital tool for travel service providers. It now serves as one of the main advertising spaces as well as a touch point for sales and customer service. Managing all the online content, including all its constant updates, and making them accessible in the target market’s language in near-real-time is imperative. The conventional approach of localising would be a human only translation, which is often time consuming and costly. However, in a fast-paced business as the travel sector, time is an important factor and localizing content in a timely manner in order to make them INSTANTLY available is essential in order to stay competitive. This requires segmenting content types and applying human translation wherever high quality is required, time is less of a factor and if it is economically feasible. However, irrespective of the localization need, drawing on technology effectively to support localization is of strategic importance. While machine based solutions can assist the human localization process, for some use cases machine translation technology is the only viable option. For example, live chat solutions for providing multilingual customer and sales support, be they bot or human supported, to support global customers can only be enabled by real-time machine translation.

As time to publish and cost become ever increasing factors in an online economy, effective content segmentation and technology application are key success factors.

 

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