What is localisation and why is it essential for your personalisation strategy
In the Travel Industry, personalisation is the key to creating unique, immersive adventures for today’s travellers. It aligns offerings with individual preferences and desires, going beyond just a trip. This strategy empowers companies to create compelling, tailored experiences, often driven by advanced data analytics and AI that analyse customer behaviour to offer highly relevant recommendations.
A key personalisation component is localisation, which ensures travel brands can effectively connect with global audiences. By adapting content, services, and communication to reflect local cultures, customs, and languages, businesses create experiences that resonate on a deeper level with travellers worldwide.
What is the difference between localisation and translation?
Translation is converting text from one language to another, focusing solely on linguistic accuracy and maintaining the source content’s original meaning, tone, and style.
On the other hand, localisation goes beyond translation by adapting the content to suit the target audience’s cultural, social, and regional context.
The process includes modifying not only the text but images, design elements, formats, and cultural references to ensure the content feels native and relevant to the local market. While translation ensures the message is understood, localisation ensures it resonates with the audience as if it were initially created for them.
Localisation is more than just translation; it ensures every touchpoint, from marketing to customer support, feels authentic and accessible. This approach creates trust and strengthens customer connections, making them feel genuinely valued.
Using local language is vital for a personalisation strategy to drive customer engagement
According to a CSA Research survey, “Can’t Read, Won’t Buy – B2C,” with responses from 29 countries in Europe, Asia, North America, and South America, 76% of respondents prefer purchasing products or services with information in their language, and 40% will never buy from websites in other languages.
By adapting content, services, and communication to reflect local cultures, customs, and languages, businesses create experiences that resonate on a deeper level with travellers worldwide.
Ultimately, personalisation through localisation boosts customer satisfaction and loyalty and differentiates brands in a competitive market, driving growth and increased revenue across international markets.
Find out how localisation can improve your personalisation strategy.
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