lionbridge: the best global travel websites and why

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Global CustomerLifecycle SM

The Best Global Travel Websites …and WhyJohn YunkerByte Level Research

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With You Today …

John Yunker –SpeakerWeb Globalization ConsultantByte Level Research@johnyunker

Kathleen Bostick –ModeratorVice President, Travel & Hospitality Lionbridge@kathleenbostick

Copyright 2013. Confidential – Distribution prohibited without permission

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Lionbridge –Travel & Hospitality PracticeTranslation for the World of Travel

Experts in MultilingualCommunication

Travel & HospitalityPractice

More Than Translation

The Largest in the Industry

Offices in 26Countries!

TrustedAdvisors

Dedicated Travel Specialists


Webinar Agenda

Best Practices in Web Globalization

Website Profiles• Hotels.com• Delta Airlines• Hertz

Mobile Globalization Tips

Q & AWhy the Travel Industry Matters


Why the Travel Industry Matters

• Travelers are, by nature, mobile

• Travelers may purchase a ticket ona PC and expect to use the ticketwith a smartphone

• Travelers may have slow wireless connections

• Travelers require location‐specific services

• Travelers may get awfully “social”when they’re unhappy


Webinar Agenda




Q & ABest Practices in Web Globalization



Local‐languageSocial EngagementLocal‐languageSocial Engagement

Mobile Parity (Languagesand Functionality)

Mobile Parity (Languagesand Functionality)

Support 20 orMore LanguagesSupport 20 orMore Languages

Localization (andLocal Functionality)Localization (andLocal Functionality)

Leverage Global TemplatesLeverage Global Templates

User‐friendlyGlobal GatewayUser‐friendlyGlobal Gateway


Benchmarking MethodologyThink Global, Mobile and Social

SocialMobileGlobal

• Global reach(20+ languages)

• Global consistency with local flexibility

• Local content, easily found by users

• Language parity between PCto mobile

• Optimized for performance and usage scenarios

• Support market‐and language‐specific social platforms

• Integrate and promote social networks on the local websites


0

5

10

15

20

25

30

2005 2006 2007 2008 2010 2011 2012 2013

Average Number of Languages

0

5

10

15

20

25

30

2005 2006 2007 2008 2010 2011 2012 2013

Average Number of Languages

Languages

• French

• German

• Japanese

• Spanish

• Chinese (Simplified)

Fewer Than a Quarter of All Internet Users are Native‐English Speakers

If your company were to support just 10 languages, here are the most popular languages supportedby global websites today:

• Italian

• Russian

• Korean

• Portuguese (Brazil)

• Dutch


Global Gateway Tip: Consider Country Codes

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Global Gateway Tip: Don’t Overtranslate

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Use a “Universal” Global Gateway


Webinar Agenda




Q & AWebsite Profiles• Hotels.com• Delta Airlines• Hertz


Hotels.com

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Global Consistency; Local Flexibility


Using Language Negotiation and Geolocation

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Different Devices; Different Experiences


Delta Airlines

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Consistent


An Improving Global Gateway

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Next Step: Get Down to One “Click”


Microsoft’s Gateway: Only One Click Required


Hertz

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Hertz on the PC

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Hertz on the Tablet

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Hertz on the Phone

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Hertz global gateway


Takeaways

Respondingto the deviceis Step #1of many

Visuals are a luxury, not always a necessity

As real estate shrinks, functionality expands


Webinar Agenda




Q & AMobile Globalization Tips


Mobile Language Leaders

• Few companies provide language parity across their websites and mobile apps

• Consider the user who accesses your Russian website at work, then goes to the airport and opens a mobile app that supports only English

31 21 21

17 15 15 15

14 13

10 10 10

8 6 6

4 3

2 2

0 5 10 15 20 25 30 35

Hotels.com TripAdvisor

Booking.com Expedia

Thri y Sixt

Dollar Hertz

KAYAK Accor Hotels

Air France KLM

Orbitz Holiday Inn

IHG Marrio

Royal Caribbean SPG Hotels

Priceline

Language Count by iOS App

31 21 21

17 15 15 15

14 13

10 10 10

8 6 6

4 3

2 2

0 5 10 15 20 25 30 35

Hotels.com TripAdvisor

Booking.com Expedia

Thri y Sixt

Dollar Hertz

KAYAK Accor Hotels

Air France KLM

Orbitz Holiday Inn

IHG Marrio

Royal Caribbean SPG Hotels

Priceline

Language Count by iOS App



Mobile website should maintain language parity with the PC website Global gateway readily accessible

Mobile app should align automatically with OS locale Global gateway readily accessible

Mobile websites should use language negotiation (detection)

Manage mobile terminology separately from PC terminology

Strict weight limits

Internationalized application (keep text out of images and separate from code)

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Thank you

…enter your message in the 'Question’ box We welcome your questions and participation…

John YunkerByte Level ResearchEmail: [email protected]

Twitter: @johnyunker

Blog: www.globalbydesign.com

Books: www.bytelevelbooks.com

Kathleen BostickLionbridge TechnologiesEmail: [email protected]

Twitter: @kathleenbostick

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