Removing Language and Cultural Barriers in Tourism

SERVING THE WORLD – LANGUAGE AND CULTURAL BARRIERS
@audioconexus

We break down language and cultural barriers
because your stories are worth telling

The most prolific language
speaker on record was
recorded as Emil Krebs
(1867–1930), a German who
mastered 68 languages and
studied a further 120.

hired
The most prolific language
speaker on record was
recorded as Emil Krebs
(1867–1930), a German who
mastered 68 languages and
studied a further 120.
We all wish we could hire emilkrebs
“But it ain’tgonna happen”

Millions of international travelers arrive in the United States every month looking for things to see and do.

Millions of international travelers arrive in the United States every month looking for things to do and see.
With many travelers speaking little or no English at all

LANGUAGES
“A traveler’s “whole trip will be changed” when his or her scope of
communication expands beyond “the taxi driver and the guest
house owner,” with or without a linguistic leg up from a device.”
Lonely Planet U.S. Travel Editor Robert Reid

Announced that 2010 saw:
59.8 million
international travelers
spending $134.4 billion, +10% over the same period in 2009

Japan +16%
Italy +11%
China +55%
South Korea +49%
France +11%
Germany +2%
Brazil +34%
Mexico +2%
SNAPSHOT: International visitation growth from key foreign language markets in 2010

International Visitors to the U.S. and Projections
Arrivals in Millions
U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de
Turismo (Mexico); Statistics Canada. Forecast: October 2010.

The biggest demographic trend of the 21st century
is the growth of the Hispanic Market

16% of the U.S. population today (nearly 50 million)

16% of the U.S. population today (nearly 50 million)
64% of Hispanics more likely to purchase if advertised in Spanish
78% of Hispanics want to be marketed to as Hispanics

LESSON 101
People who speak English as a second language may not clearly understand what you are saying (and)

Let’s face it...
This is never going to happen
Harbor Tours

Or this:
Bob studies the Spanish Language Script for the 2 hour tour

ARE WE ANGLOCENTRIC?
"If you understand English, press 1. If you do not understand English, press 2."

ARE WE ANGLCENTRIC?
"If you understand English, press 1. If you do not understand English, press 2."
Hacker

COMPLEXITY OF LANGUAGE

It’s about what you say and “how you say it”

“You are invited to take advantage of the chambermaid.”
A sign in a Japanese hotel.

“You are invited to take advantage of the chambermaid.”
A sign in a Japanese hotel.
So what are the options?

Harness the power of storytelling
to drive strategic growth.
We

Harness the power of storytelling
to drive strategic growth.
We
BUT REMEMBER

Cultural Sensitivity
Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from diarrhoea."

So what is multilingual
tour entertainment?

YOU
YOUR
MARKET

YOU
YOUR
MARKET
YOUR COMPETITION

YOU
}
{
BREAKING DOWN language barriers

YOU
YOUR COMPETITION

DIFFERENTIATE
YOU

BECAUSE

we are hard-wired to notice difference
rather than sameness

so
YOU

Storytelling is the essence
of the human experience

“When Capital Cruises provided us with a taste of the experience in Korean on their vessel during a recent familiarization tour, we immediately recognized the value it brings our guests.”
Park, Ji-Young, HanaTour Service Inc.

Receptive
Operators
Themed
Tours
YOU

RECAP
Culture Matters
So Does Cultural Sensitivity
Tourism Growth
Tap into Foreign Language Markets
Differentiate
Stand Out From the Crowd
Break Down Language Barriers =
+ Market Share and Revenue

THANKS!
AudioConexus Inc.
www.audioconexus.com
@audioconexus

CREDITS
WEBSITES
FLICKR.COM
WIKIMEDIA.COM
ISTOCKPHOTO.COM
VIDEO
YouTube/Language Barrier/Berlitz
QUOTES
Slide 7 - Quote from Lonely Planet U.S. Travel Editor Robert Reid
Slide 35 – Fritz Perls, Psychiatrist and Psychotherapist
THANKS
A Special Thanks to the Passenger Vessel Association for inviting us to participate and lead a roundtable discussion on “Serving the World – Language and Cultural Barriers”
PVA Annual Convention at MariTrends 2011 in St. Louis, Missouri
PHOTOS
Flickr/Cultural understanding/Frereike Van Bree
Flickr/Foreign Language/Rudolf Ammann
Wikipedia/Emil Krebs/Wikimedia Commons
Flickr/Posing in front of the Cube/Michael Mulvey
Flickr/Playmobils of the World/fdecomite
Flickr/Brasshouse Language Centre - Sheepcote Street - sign - formerly the South Staffordshire Waterworks Co/Ell Brown
Flickr/Interpretation/DaquellaManera
Flickr/We speak your language/Slater Gordon
Flickr/Hours and languages/David Patrick
Flickr/Hispanic Day Parade 2010/Jose Oquendo
Flickr/thank you note for every language/ woodley wonderworks
Flickr/Chicago Architecture Foundation River Cruise Tour Map/Clair H
Flickr/Perplexed Pat/Zinalorac
Flickr/please open door slowly/Bruce Turner
Flickr/Tiger/Keith Roper

“The universe is made up of stories. Not atoms.”
Muriel Rukeyser, American Poet and Political Activist

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Removing Language and Cultural Barriers in Tourism

by AudioConexus Inc. on Aug 15, 2011

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Removing Language and Cultural Barriers in Tourism — Presentation Transcript