Tourism is on the rise worldwide and even Germany is growing in popularity as a tourist destination among local and international tourists. Multilingualism has therefore become a necessity for many institutions. Nowadays, however, not only the common languages of our neighbouring countries, such as English, French and Dutch, are a must: more and more Asian and Arab tourists are drawn to exploring Europe, and so digital and offline marketing and information materials are translated into up to 12 languages simultaneously.
It is important to maintain a balance here: Texts should be clear to international target groups but must not dilute the cultural background and characteristics of the original content. Therefore, it is important to always consider the issue of professional terminology management and determine in advance which terms will be kept in their original form and which will need translating so that the text can be understood in the same way without reference to the original. This also applies to marketing translations in general.
Furthermore, competitive pressure is also very high in the travel industry. To appeal to international target groups, many tourism companies often opt for distinctive online marketing. To ensure that the relevant target group is addressed by the unique content, and is attentive to it, professional translations for tourism are required. These have to have been translated with SEO in mind, which means that they ensure visibility on various search engines.
The word-of-mouth effect plays a huge role in online marketing within the tourism industry. Therefore, reviews, references and image contributions from other travellers have a huge impact on the decisions tourists make. Providing translations of positive reviews and reference material created by travellers is therefore a necessity in order to reach and convince target groups in other languages.
Translation solutions using machine translation have been relied on recently, especially for fast-moving content. Combined with professional post-editing (MTPE), these can offer a significant cost and time advantage without having to sacrifice translation quality.