Travel and tourism businesses feel the pressure of constantly having a strong online presence, and simply having a blog isn’t enough. You must localise if you want to connect with your audience and engage with them. But how do you know how to localise your hotel website or travel blog? I explain how to do it to attract a global audience.
First, let’s start with the question of what is localisation
The word localisation means your content has been adapted to your audience’s culture, language, tone and style.
An example of a localised website would show the correct currencies, localised postal addresses, telephone numbers, use of idiomatic language and nuances, etc.
In other words, a website where your audience feels connected with what they are reading. They believe that the content has been written by a native speaker and the whole feeling about your company or blog feels familiar.
Before localising your content, research your target audience. Find out their preferred travel destinations, travel questions or concerns, which social platforms they use, and the events they enjoy.
How to localise your hotel website content
Localisation and translation go hand in hand. For example, you ask your translator to translate your latest travel blog from English.
You want to target the Asia and Middle East markets, so they will first consider that if you use a casual and humorous tone that works well in your English-speaking market, it may be different in these countries and would not be accepted. So, to enable an effective localisation:
- Use idioms and expressions that are familiar to your audience.
- Avoid slang.
- Work with professional translators
Localise your keywords for your website
Localising using SEO is crucial in driving traffic to your blog. However, keywords that work in one language might not be as effective in another. For example, you can use tools like Google Keyword Planner, Ubbersuggest, and Ahrefs to conduct keyword research specific to the local market. However, if you find this task overwhelming, you can also contact me if you need assistance with keyword research. Start with a search for:
- Popular search queries in different regions
- Long-tail keywords that match local search intent
- Phrases that are localised for attractions and accommodation
Localise your hotel website based on location
Don’t post generic travel content because different audiences have different interests. Instead, write your blog posts to specific regions or traveller preferences. For example:
- A blog targeting a Japanese audience can talk about destinations with strong cultural or historical significance.
- Articles about sustainable travel options can appeal to European future customers.
Invite a travel expert to write on your blog
Collaborate with local travel bloggers, influencers, or industry experts, which will help gain credibility. You can:
- Invite guest bloggers from different regions
- Interview a local travel guide
- Collaborate with social media influencers
Don’t forget to localise your hotel website images and videos
Pictures and videos should also be localised to reflect the culture and experiences of your target audience. You can:
- Use photographs of local landmarks and cultural events that appeal to your audience.
- Localise your Alt text.
- If you use video content, localise the captions and the subtitles in the local language.
Provide value by writing your blog about local rules or customs
Some destinations have specific rules or customs that impact travel content. For example:
- Certain countries have restrictions on discussing alcohol or gambling.
- Some destinations require visas, vaccinations, or other travel permits that should be mentioned in your blog.
- The differences in currencies can be crucial for tourists.
Test social media in different markets
Social media platforms vary across countries. To make the most of your blog’s reach:
- Share content on the platforms most used by your target audience.
- Use localised hashtags.
- Engage with followers and write back in their preferred language.
Translate and localise in different languages
We have learnt earlier that having content in multiple languages helps reach a global audience. To be more efficient in your workflow:
- Use professional translators, and don’t rely on machine translation.
- Ensure your brand and your message are consistent in all language versions.
Analyse feedback and keep on improving
Localisation is an ongoing process. Ask your readers to share feedback on your content and use analytics to monitor engagement. Monitor:
- Which posts resonate most with different audiences and the topics
- How long do they spend on each page, and what is the percentage of bounce rates
- How many shares and comments are you getting
When a hotel or travel blog is localised, it builds a strong connection with a global audience.
To achieve that, create content that resonates with your target reader, understand cultural nuances, and optimise for local SEO.
With a localisation strategy, your blog or website can become the most trusted stop for travellers worldwide.
Is your target this year to get more direct bookings, but you don’t know how to be more visible on search engines? Book a free consultation and we can discuss how SEO and localisation can help you achieve your target.