Did you know that Chinese tourists made 70 million overseas trips in 2011 – 20% more than tourists from the UK? Or that Germans spend the most on travelling at $84 billion a year? That's $53 billion more than the UK!
The key to engaging with these travellers and others like them is to market your business on a truly global level.
That's where Wordbank comes in. We're all about international marketing. Whatever the country, language or target audience, we'll help you connect with your global customers. Find out why brands like Hilton, Avis, Hostelbookers and Air China keep coming back for more.
Follow the sub-navigation on the right to steer through our multi-stage market entry strategy designed specifically for travel and tourism companies.
Local Market StrategyScroll to top
Each market has a unique buying culture, and it is vital that companies understand it and accept it into their marketing strategy. This is particularly true of the travel and tourism market, where the expectation, acceptance, conventions and requirements of local customers vary greatly during the booking process.
Wordbank can help create a local market strategy that delivers your product directly to your target audience. Our experience, history and in-country expertise will develop a strategy that will deliver to your business at every level in every market (we are in 140 of them!).
In Saudi Arabia, 21% of mobile customers to travel sites are using mobile payment methods as well. In the UAE it's less than 2%. Even typically 'grouped' markets (in this case 'Middle East - Arabic') have vastly different purchasing paths!
Local Content TargetingScroll to top
Content is king! Descriptions, marketing and reviews are the pillars of successful travel sector content. As per your local market strategy, your selling points will differ depending on what each market considers important.
Wordbank can create local content targeting strategies to ensure that your content emphasizes the right selling points at the right moments. We live and breathe localization and understand that companies need both a brand identity and a local approach to ensure maximum revenue.
The top decision factors for booking a hostel are price and location in the UK, but in China they're cleanliness and safety.
Local Keyword ResearchScroll to top
You know what you're going to say and you know how you're going to say it, so the next step is to make sure you're saying it to the right people. Keyword research is about identifying the right terms to target across local search engines. Straight translation doesn't give you that. Effective targeting means local people telling you how they search rather than you pushing an English method into a foreign market.
Wordbank uses local search engine tools and in-country keyword research specialists to identify the right terms with the top demand for your product. Each travel and tourism business has the perfect clientele in mind – let us help you find them!
In Russian, "отдых в великобритании" is a straight translation of "holidays in the UK", but "туры в великобританию" ("tours in the UK") has over eight times more search volume. That's over 8,000 potential customers a month (from just one search) you miss by doing translation instead of keyword research.
Multi-mode TranslationScroll to top
We all know that running Google Translate across your entire site will end up giving you some hilarious translation errors that we can all laugh about. Until you offend customers and it affects revenue, that is. But translating your entire travel site is expensive, right? With all your product-specific, country-specific, additional offering pages and general marketing – it all adds up.
This is where Wordbank's multi-mode translation service can save you. Not all translation has to be the same: we provide different levels of translation for differing content needs. For example, your strap lines will probably need to be transcreated, your country or region marketing pages might need marketing translation, your descriptions human translation and your spec lists machine translation (with post-editing to remove the bloopers). We do all of that from one office, which means you get a high-quality translation of your whole site at a great price.
A full travel website under standard human translation set-up can cost you over £9 million per language. We think your money is better served elsewhere.
Local Search Engine OptimizationScroll to top
The travel and tourism sector includes some of the highest searched terms in the world, but it's better to think locally than globally. Local search engines like Baidu, Yandex and Naver are leading country-specific search market share but need unique optimization, both on- and off-page. Even Google requires a market-specific approach due the necessity of local, relevant content and recent updates to enforce local link building.
Wordbank's in-house SEO team have experience across every major search engine and manage our in-country SEO experts spanning over 140 markets. With a history of building visibility and sales in the travel and tourism sector, we can help you get more from local search.
Japanese pages are content heavy and Google has adapted its algorithm accordingly. This means that lots of content with dense optimization has become a standard form of SEO in Japan. Google 'アメリカ格安航空券' (cheap flights to US) on Yahoo.jp (Google powered) and look at the organic results to see for yourself.
Local PPC and SocialScroll to top
For travel and tourism businesses, this section is vital and nearly always launched at the same time as local search engine optimization. The nature of purchasing online and the high competition across every market means getting PPC right, so measuring and reacting to target ROI is vital. Equally important is the need to engage users through social media – local social media. Facebook is great, but what will your potential customers be looking at if they're in Brazil, Russia, Japan, Korea, China...?
Wordbank's in-house PPC team are Google approved and have experience and success in multiple local search engines such as Baidu and Yandex. This top-level strategy combined with local in-country knowledge and research is vital to multiple market success. We also run social media campaigns across all local platforms. Whether you're looking for engagement, marketing or review systems – we can help.
China ranks third globally in terms of using social networking sites to research leisure trips but ranks top (by some distance) for business travel.
Are we there yet?Scroll to top
You're live, marketing your business globally and bringing traffic, sales and revenue from 140+ markets. If you're not – maybe you should give us a call!