Localization and the hotel industry: a golden partnership in 2024

Hotel chains were among the first to go global, and their goal has always been the same: to attract domestic and international travelers. When entering new markets, communicating in the consumer’s native language is a good start, but building a loyal customer base requires creating localized content that is deemed culturally appropriate, which goes far beyond a simple word-for-word translation.

In 2024, the global hotel market will continue to grow. According to the latest data, the global travel accommodation market size is expected to grow from US$879.02 billion in 2024 to US$1.93 trillion in 2032, with a compound annual growth rate of 10.39%.

Fortune Business Insights

Here are some hotel industry growth trends in three key regional markets, along with tips on how to effectively attract travelers everywhere:

Brazil

The Brazilian hotel market is expected to grow from USD 9.14 billion in 2024 to USD 12.35 billion in 2029, at a CAGR of 6.23% during the forecast period

Moldo Intelligence

Brazil will see a significant increase in tourists as major international sporting events are held. Although the official language is Portuguese, tourists from all over the world will flock to the country and hotels and restaurants must be prepared to communicate with a multilingual crowd.

China

The hotel investment and transaction market in mainland China has reached a record high in recent years. In 2023, a total of 58 transactions were completed with a transaction volume of RMB 23.94 billion, accounting for 32.3% of the transaction volume of the Asia-Pacific hotel investment market, making it the market with the highest transaction volume in the Asia-Pacific region.

Jones Lang LaSalle

However, the strong growth of the global hotel industry is in contrast to the Chinese market, where data shows that the growth of the Chinese hotel market is weak.

CBNData

Hoteliers new to the Chinese market must be aware of the complexities of the language and the cultural impact that may arise when marketing in a certain language. Additionally, when entering the Chinese market, it is important to keep in mind that consumers in the region are extremely price sensitive.

middle East

Middle East hotel revenues to continue growing through 2024 despite economic pressures and volatility

Jones Lang LaSalle

Local consumers expect hotel services to be tailored and personalized, reflecting their language and customs. Digital communications targeting Middle Eastern consumers need to demonstrate a deep understanding of the many local languages. While Arabic, Persian and Turkish are the most commonly spoken languages in the region, there are many unique dialects and languages in the Middle East.

Localization is the key to opening new markets

Faced with complex travel patterns and language differences, the key to building a loyal customer base in these emerging markets is to create deeply localized online experiences while paying attention to local consumer habits. Brands need to define language and content strategies in advance and use technology to create and manage multilingual content for international markets.

A consumer's first impression remains an important factor in their online purchasing decisions. For global travelers looking to book a hotel, this impression depends largely on their ability to search for information in their native language and receive services on a seemingly tailor-made website. If they cannot understand the website content, they are likely to abandon the reservation. However, an official website that supports multiple languages can not only provide potential customers with a native language browsing experience, but also significantly improve the user experience, thus increasing the booking success rate.

In this context, professional translation companies, such as Arrow Translation, have unique advantages in providing multilingual translation services. Not only are they proficient in multiple languages, but they are also well versed in cultural differences across regions and can provide hoteliers with high-quality localized solutions to help brands succeed in the global market.

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