Language Needs in the Travel Market: Beyond FIGS

In the localization industry, FIGS (French, Italian, German, and Spanish) has long been a standard abbreviation representing the core languages needed by businesses across Europe, North America, and the globe. However, with the rapid globalization and the emergence of new markets, these languages alone are no longer sufficient to meet the demands of the travel industry, both online and offline.

Collaborating with Arrow Translation, a leading travel research company, we have identified new opportunities and emphasized the critical importance of communicating with emerging market consumers in their native languages. Here are some interesting facts about emerging market traveler habits and research findings:

1. The Rise of Non-FIGS Languages

While FIGS languages are still essential in established markets, emerging regions like Asia, Africa, and Latin America are growing at an exponential rate. For instance, languages such as Mandarin Chinese, Arabic, Hindi, Portuguese, and Russian are becoming increasingly crucial in the global travel industry. These regions are home to a rising middle class, with more disposable income and the desire to travel internationally. As a result, there is a growing demand for content in these languages, not just for translation but also for cultural localization that resonates with the local audience.

2. The Importance of Mobile-First Content in Emerging Markets

In many emerging markets, mobile devices are the primary tool for online activities, including researching and booking travel. In fact, in regions like India, Brazil, and Africa, smartphones are often the only internet access point for many users. Thus, companies need to ensure that their content is not only available in local languages but also optimized for mobile platforms. This includes everything from website design to customer support, which should be tailored for small screens and easy navigation.

3. Consumer Behavior Shifts

Emerging market travelers often have different expectations and behaviors when it comes to travel. For instance, Chinese travelers are increasingly looking for personalized experiences, and they prefer platforms that offer social media integration, such as WeChat. Meanwhile, Middle Eastern travelers may prioritize luxury experiences and rely on digital content in Arabic, often wanting services that reflect cultural nuances, such as halal food options or prayer spaces at hotels. Understanding these cultural preferences is key to effectively engaging travelers in these regions.

4. Multilingual Customer Support and Localized Experiences

Providing multilingual customer support is no longer just a nice-to-have but a necessity. With travelers from diverse linguistic backgrounds, businesses must ensure they offer customer support in multiple languages. Moreover, the travel experience itself needs to be localized in a way that addresses specific regional tastes and expectations. For example, offering Portuguese language options for Brazilian travelers, Mandarin for Chinese tourists, or Russian for those from Russia can significantly enhance user satisfaction and loyalty.

5. Cultural Sensitivity and Local Preferences

Language is just one piece of the localization puzzle. Cultural sensitivity is equally critical. Emerging market travelers may have unique preferences regarding how information is presented, what types of promotions are most appealing, and the kinds of visuals that resonate with them. For instance, while certain promotional strategies or images may work in Western Europe, they may not have the same impact in Southeast Asia or the Middle East. Localization efforts should go beyond translation and take into account regional visual aesthetics, customs, and values.

6. Social Media's Role in Travel Decisions

Travelers in emerging markets are increasingly turning to social media platforms to research destinations, read reviews, and make bookings. Platforms like WeChat, WhatsApp, and Instagram play a significant role in the decision-making process. Social media content must, therefore, be localized for each market, not only in terms of language but also in cultural context. For example, a post on Instagram targeting Brazilian travelers may use vibrant imagery, casual language, and emphasize adventure tourism, while a post aimed at Russian travelers may focus more on luxury experiences and cultural heritage.

7. The Importance of Payment Localization

As travel companies expand into emerging markets, one often overlooked aspect is payment localization. Travelers in different regions have specific preferences when it comes to how they make payments. In China, mobile payments like Alipay and WeChat Pay dominate, while Latin American travelers often prefer local payment solutions such as Boleto Bancário in Brazil. Ensuring your travel business accepts the most popular payment methods in these regions is a critical step in expanding into new markets.

Conclusion

In the fast-evolving global travel market, businesses must move beyond the traditional FIGS languages to tap into the vast potential of emerging markets. Arrow Translation offers comprehensive language solutions that help companies connect with travelers in their native tongues and on their preferred platforms. By focusing on cultural nuances, regional preferences, and mobile-first experiences, businesses can provide exceptional, localized services that resonate deeply with travelers around the world. If your business is looking to expand into these dynamic regions, embracing the full spectrum of language and cultural differences is key to success.

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