1
Global Customer
Lifecycle SM
The Best Global
Travel Websites
…and Why
2
With You Today …
JohnYunker–Speaker
President
ByteLevelResearch
@johnyunker
ClintPoole–Moderator
VP,CorporateMarketing
L...
3
Lionbridge – Travel & Hospitality Practice
Experts in Multilingual
Communication
Travel & Hospitality
Practice
MoreThan
...
4
Agenda
• The leading travel websites
• Best practices: Language, design, global navigation
• Website profiles
• Hotels.c...
5
Is any industry more global than travel?
• Each year, more than one billion
people travel internationally.The
number wil...
6
Is any industry more challenging than travel?
• Ecommerce challenges: Different currencies, payment
methods, fraud mitig...
7
US-only companies must also think global
• China and Brazil are quickly
becoming major exporters of
US tourists
• How do...
8
Benchmarking Methodology
Localization & Social
25%
Global Navigation
25%
Global/Mobile Architecture
25%
Global Reach
25%
9
Leading Travel Websites
From 50 companies across the
following sectors:
• Airlines
• Cruise Lines
• Hotels
• OTAs
• Rent...
10
The language benchmark continues to rise
Source: The Web Globalization Report Card
0
5
10
15
20
25
30
35
2005 2006 2007...
11
Overall Language Leaders
12
Travel Sector Language Leaders
41
38
29
26 26
24
22
20
19
17
16
15 15
0
5
10
15
20
25
30
35
40
45
Languages
13
What languages should you support?
Native languages of the
2.7 billion Internet users
14
Global consistency; local flexibility
15
Global templates; different brands
16
What’s your global gateway strategy?
17
Country Codes Work
Of the 50 websites reviewed, 18 websites do an
“average” to “above average” job of supporting
countr...
18
The global gateway should be prominent
and consistent
19
Geolocation works, but use it carefully
Of the 50 websites reviewed, 20 use geolocation to help
direct users to local c...
20
Don’t overtranslate your gateway
21
Use a “universal” global gateway
Copyright 2014. Confidential – Distribution prohibited without permission
Hotels.com
23
Global Consistency
24
Mobile Website and App
25
Geolocation and language negotiation
26
Global gateway + currency gateway
What about the flags?
27
Wave Flags with Caution (if at all)
• Flags should not be used to indicate
language
• Flags carry significant culture
b...
Copyright 2014. Confidential – Distribution prohibited without permission
KLM
29
New, responsive global template
30
Translation, mobile and social investments
KLM is the language leader, with support for 26
languages, followed by Ameri...
31
Global gateway has room to improve
Copyright 2014. Confidential – Distribution prohibited without permission
Hertz
33
Responsive, consistent global template
34
Responsive, consistent global template
35
Hertz on the Phone
• As real estate shrinks,
functionality expands
• Visuals are a luxury, not
always a necessity
• Res...
36
Gateway Needs Work
Copyright 2014. Confidential – Distribution prohibited without permission
Discover America
38
Global Consistency
39
For the most part…
www.gousa.cn
40
The global gateway and flags
41
Local-language blogs aid in search
42
Local Social Platforms
43
User-generated content can be as valuable as
company generated content
44
Mobile App Language Leaders
• Few companies provide language parity across their
websites and mobile apps
• Booking.com...
45
Web Globalization Best Practices
• Support 30 or more languages
• Solicit local requirements/use cases early on
• Maxim...
46
Global Customer
Lifecycle SM
Q&A / Thank You
twitter.com/Lionbridge
www.lionbridge.com
facebook.com/L10nbridge
blog.lio...
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The Best Global Travel Websites and Why

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There are now more than one billion international travelers, making the travel industry a benchmark for web globalization innovation and excellence.

Join John and Clint as they identify emerging globalization trends (both positive and negative) in the travel industry. This presentation is designed to help you guide your web, marketing, and mobile teams to drive positive, efficient change.

Check it out to learn:

• Best practices in web globalization
• Profiles of industry leaders websites
• The hottest languages on the web today
• Mobile considerations to save time & improve user experience
• How to make the most of social & user-generated content

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The Best Global Travel Websites and Why

  1. 1. 1 Global Customer Lifecycle SM The Best Global Travel Websites …and Why
  2. 2. 2 With You Today … JohnYunker–Speaker President ByteLevelResearch @johnyunker ClintPoole–Moderator VP,CorporateMarketing Lionbridge
  3. 3. 3 Lionbridge – Travel & Hospitality Practice Experts in Multilingual Communication Travel & Hospitality Practice MoreThan Translation The Largest in the Industry Offices in 26 Countries Trusted Advisors DedicatedTravel Specialists
  4. 4. 4 Agenda • The leading travel websites • Best practices: Language, design, global navigation • Website profiles • Hotels.com • KLM • Hertz • DiscoverAmerica.com • Social and mobile developments • Q&A
  5. 5. 5 Is any industry more global than travel? • Each year, more than one billion people travel internationally.The number will reach 1.8 billion by 2030. • By 2015, emerging economies will, for the first time ever, receive more international tourist arrivals than advanced economies — reaching one billion by 2030. • By 2030, five million people will cross borders for leisure, business or other purposes every day.
  6. 6. 6 Is any industry more challenging than travel? • Ecommerce challenges: Different currencies, payment methods, fraud mitigation • Customer support challenges: Language, time-sensitive, time zones (follow the sun) • Platform challenges. Users may purchase ticket on PC and expect to use it on smartphone • Geo challenges: Location-specific services;Travelers may have slow wireless connections • Social challenges: Travelers may get “social” when they’re unhappy
  7. 7. 7 US-only companies must also think global • China and Brazil are quickly becoming major exporters of US tourists • How does your website respond when it detects visitors from outside the US? Canada 23.39 3 Mexico 14.34 1 United Kingdom 3.84 2 Japan 3.73 1 Brazil 2.06 15 Germany 1.92 2 China (excludng HK) 1.81 23 France 1.5 3 South Korea 1.36 9 Australia 1.21 7 India 0.86 19 Italy 0.84 1 Venezuela 0.79 17 Colombia 0.75 24 Argentina 0.69 12 Spain 0.62 2 Netherlands 0.59 0 Sweden 0.48 8 Switzerland 0.47 -1 Taiwan 0.38 33 Country of Residence 2013 Visits to the United States (millions) 2013 vs. 2012 % Change
  8. 8. 8 Benchmarking Methodology Localization & Social 25% Global Navigation 25% Global/Mobile Architecture 25% Global Reach 25%
  9. 9. 9 Leading Travel Websites From 50 companies across the following sectors: • Airlines • Cruise Lines • Hotels • OTAs • Rental Cars • Review/Meta Search • Visitor Bureaus 1. Hotels.com 2. Booking.com 3. TripAdvisor 4. Kayak 5. KLM 6. Hertz 7. Expedia 8. InterContinental Hotels 9. MSC Cruise Lines 10. Delta 11. British Airways 12. Starwood Hotels 13. American Airlines 14. Royal Caribbean 15. Hyatt
  10. 10. 10 The language benchmark continues to rise Source: The Web Globalization Report Card 0 5 10 15 20 25 30 35 2005 2006 2007 2008 2010 2011 2012 2013 2014 Average Number of Languages
  11. 11. 11 Overall Language Leaders
  12. 12. 12 Travel Sector Language Leaders 41 38 29 26 26 24 22 20 19 17 16 15 15 0 5 10 15 20 25 30 35 40 45 Languages
  13. 13. 13 What languages should you support? Native languages of the 2.7 billion Internet users
  14. 14. 14 Global consistency; local flexibility
  15. 15. 15 Global templates; different brands
  16. 16. 16 What’s your global gateway strategy?
  17. 17. 17 Country Codes Work Of the 50 websites reviewed, 18 websites do an “average” to “above average” job of supporting country codes. Notable websites include: • Air New Zealand • Enterprise • Expedia • Fairmont Hotels • Hilton • Kayak • Travelocity • TripAdvisor
  18. 18. 18 The global gateway should be prominent and consistent
  19. 19. 19 Geolocation works, but use it carefully Of the 50 websites reviewed, 20 use geolocation to help direct users to local content based on their location.
  20. 20. 20 Don’t overtranslate your gateway
  21. 21. 21 Use a “universal” global gateway
  22. 22. Copyright 2014. Confidential – Distribution prohibited without permission Hotels.com
  23. 23. 23 Global Consistency
  24. 24. 24 Mobile Website and App
  25. 25. 25 Geolocation and language negotiation
  26. 26. 26 Global gateway + currency gateway What about the flags?
  27. 27. 27 Wave Flags with Caution (if at all) • Flags should not be used to indicate language • Flags carry significant culture baggage – positive as well as potentially negative • Flags limit reach • Flags do not scale well • Flags can convey a sense of “home”
  28. 28. Copyright 2014. Confidential – Distribution prohibited without permission KLM
  29. 29. 29 New, responsive global template
  30. 30. 30 Translation, mobile and social investments KLM is the language leader, with support for 26 languages, followed by American Airlines and British Airlines, with support for 15 languages each.
  31. 31. 31 Global gateway has room to improve
  32. 32. Copyright 2014. Confidential – Distribution prohibited without permission Hertz
  33. 33. 33 Responsive, consistent global template
  34. 34. 34 Responsive, consistent global template
  35. 35. 35 Hertz on the Phone • As real estate shrinks, functionality expands • Visuals are a luxury, not always a necessity • Responding to the device is step one of many
  36. 36. 36 Gateway Needs Work
  37. 37. Copyright 2014. Confidential – Distribution prohibited without permission Discover America
  38. 38. 38 Global Consistency
  39. 39. 39 For the most part… www.gousa.cn
  40. 40. 40 The global gateway and flags
  41. 41. 41 Local-language blogs aid in search
  42. 42. 42 Local Social Platforms
  43. 43. 43 User-generated content can be as valuable as company generated content
  44. 44. 44 Mobile App Language Leaders • Few companies provide language parity across their websites and mobile apps • Booking.com, Hotels.com, TripAdvisor and Expedia are the language leaders in mobile apps 22 30 21 17 36 34 21 18 0 5 10 15 20 25 30 35 40 Booking.com Hotels.com TripAdvisor Expedia Number of Languages 2013 2014
  45. 45. 45 Web Globalization Best Practices • Support 30 or more languages • Solicit local requirements/use cases early on • Maximize design template and code re-use • Provide a consistent and prominent global gateway • Be locally relevant (and functional) • Support local-language social networks • Support platform parity (between mobile and desktop) • Focus less on merely translating words and more on localizing for usage scenarios
  46. 46. 46 Global Customer Lifecycle SM Q&A / Thank You twitter.com/Lionbridge www.lionbridge.com facebook.com/L10nbridge blog.lionbridge.com twitter.com/johnyunker www.bytelevel.com globalbydesign.com

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