𝘈𝘱𝘱𝘳𝘰𝘹 𝘳𝘦𝘢𝘥 𝘵𝘪𝘮𝘦: 3 𝘮𝘪𝘯𝘴🕒
Whether you’re marketing a destination, promoting tours, or operating an international hospitality group, your customers expect experiences that feel personal, in their language.
Translation and localisation are essential tools for reaching global travellers, but they’re also strategic investments.
When done well, these language services increase bookings, improve brand perception and ensure your message resonates across markets.
And when done poorly? Confusion, reputational damage, or worse, a lost customer.
In this article, we explore the role of translation and localisation services in travel and tourism, backed by real examples, trusted sources and practical guidance.
Firstly, what’s the difference between translation and localisation?
Before we go further, it’s worth drawing a distinction.
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Translation is the process of converting text from one language to another.
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Localisation adapts the entire experience. Basically, not just the language, but also the cultural, visual, and technical elements.
For example, a translated hotel booking site might change its words to French, but a localised site will also format the date as jour/mois/année, convert currencies, adjust imagery, and change seasonal offers to reflect local holidays.
According to CSA Research, 76% of consumers prefer to buy products with information in their language, and 40% won’t buy at all if that’s not available.
Why translation quality matters in tourism
Tourism relies on creative persuasion.
You’re not just describing a beach or a museum, you’re selling an experience. That means your words need to inspire, convince and feel authentic.
A single mistranslation can undermine all of that.
You might remember the often-cited example of "Finger-lickin’ good" being translated as "Eat your fingers off" in Chinese. Although apocryphal, it's a useful reminder that cultural nuance is non-negotiable.
This is particularly important when working with:
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Destination guides
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Website content
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Travel brochures and itineraries
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Subtitles for promotional videos
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Voiceovers for museum or tour audio guides
If you're managing global campaigns, this also applies to paid ads, influencer content, and email automation workflows, all of which need to be culturally adapted to convert effectively.
Translation in action: Real-world travel challenges
Here are some common areas where tourism translation and localisation make a real difference:
1. Booking platforms and mobile apps
According to Statista, over 66% of global travel bookings are made online, and in many markets, that number is higher via mobile. If your app or website isn't available in a traveller’s native language, you're creating unnecessary friction.
2. Hospitality content
From check-in instructions to restaurant menus, your written materials should make international guests feel welcome, not alienated. Poorly translated signs or in-room guides often get mocked on social media, damaging brand reputation.
3. Crisis communication
During periods of disruption, many travellers rely on real-time updates. As highlighted by UNWTO, inconsistent messaging in different languages was one of the main challenges during travel recovery.
Localisation drives ROI (here's how)
Done properly, travel and tourism localisation pays off.
Here's how it can impact your bottom line:
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Higher conversions – Localised landing pages increase conversion rates. Harvard Business Review notes that 72.4% of consumers are more likely to buy a product if the information is in their language.
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Improved SEO – Localisation improves international search rankings. By targeting keywords in the native language, you capture relevant traffic that would otherwise go elsewhere.
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Brand trust – Communicating effectively in a traveller’s language builds credibility.
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Accessibility and inclusivity – Multilingual content opens your brand to new markets, including travellers who speak minority or regional languages, or who use assistive technology.
What to look for in a travel and tourism language partner
Here are a few questions to ask:
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Do they use native linguists with tourism and marketing experience?
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Can they support multimedia formats such as subtitles and voiceovers?
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How do they ensure consistency across languages and campaigns?
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Can they manage urgent updates or seasonal content changes?
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Do they offer localisation for booking systems or apps?
Remember: Travel is about connection
Translation and localisation aren’t just about ticking a box.
In travel and tourism, these services are about making every guest feel seen, respected and excited to explore what you offer.
If you’re ready to reach new markets and make a lasting impression, multilingual content is part of the journey.
Need help launching your next multilingual campaign?
Get in touch for a free consultation and discover how Wolfestone can help you connect with travellers in every language.
𝘒𝘦𝘪𝘳𝘢𝘯 𝘩𝘢𝘴 𝘣𝘦𝘦𝘯 𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘢𝘣𝘰𝘶𝘵 𝘭𝘢𝘯𝘨𝘶𝘢𝘨𝘦 𝘴𝘰𝘭𝘶𝘵𝘪𝘰𝘯𝘴 𝘴𝘪𝘯𝘤𝘦 2021 𝘢𝘯𝘥 𝘪𝘴 𝘤𝘰𝘮𝘮𝘪𝘵𝘵𝘦𝘥 𝘵𝘰 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘣𝘳𝘢𝘯𝘥𝘴 𝘨𝘰 𝘨𝘭𝘰𝘣𝘢𝘭 𝘢𝘯𝘥 𝘮𝘢𝘳𝘬𝘦𝘵 𝘴𝘮𝘢𝘳𝘵. 𝘏𝘦 𝘪𝘴 𝘯𝘰𝘸 𝘵𝘩𝘦 𝘏𝘦𝘢𝘥 𝘰𝘧 𝘔𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢𝘯𝘥 𝘰𝘷𝘦𝘳𝘴𝘦𝘦𝘴 𝘢𝘭𝘭 𝘰𝘧 𝘰𝘶𝘳 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘵𝘰 𝘦𝘯𝘴𝘶𝘳𝘦 𝘸𝘦 𝘱𝘳𝘰𝘷𝘪𝘥𝘦 𝘷𝘢𝘭𝘶𝘢𝘣𝘭𝘦, 𝘶𝘴𝘦𝘧𝘶𝘭 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘵𝘰 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦𝘴.
