Kirill Bigai, Co-founder & CEO of Preply.
If you ask me, the best thing about travel agencies is simple but profound: they help connect people with all the wonders of the world. From planes and trains, to hotels and cruises, they create customized experiences; help travelers relax and recharge; and expose them to new cultures, new foods and new friends.
In the midst of COVID-19, passports are tucked away in drawers; luggage pieces sit empty; itineraries are blank. However, I firmly believe that growth and innovation can be born out of the most challenging circumstances. Make the most of this down time to improve your services, so when things pick up — and they certainly will — you’re primed for success.
As the co-founder and CEO of Preply — an online tutoring platform for learning foreign languages — I know firsthand how much demand still exists to immerse oneself in new cultures. Whether you want to connect with your heritage, visit a foreign country or move abroad, becoming bilingual or multilingual is a major plus.
So what does language have to do with travel agencies? A lot, if you ask me!
Going global
I’ll start with this basic concept: set your travel agency up for international success. The question is, how do you do that? One word: multilingual. More specifically, multilingual marketing and multilingual staff.
In order to make your company more compelling to a global customer base, you need to consider using languages that meet the needs of your most popular destinations and customers.
Can’t read, won’t buy
A recent research study called “Can’t Read, Won’t Buy” took representative samples from 29 countries around the world, including Korea, India, France, China, Brazil, Germany and Spain. The consensus was clear: customers prefer to make purchasing decisions in their native language, as opposed to English.
Here are some highlights from the study:
- 40% won’t buy in another language.
- 65% prefer content in their native language.
- 73% want reviews of products in their language.
- 65% prefer content in their language — even if it’s of poor quality.
- 60% of the respondents never or rarely buy at English-language sites.
- 75% of respondents want product information in their native language.
With over 6,500 languages in the world, this can feel overwhelming when thinking about how to implement change. So I’m breaking my suggestions down into three key parts:
#1 Focus on prime international markets
We know that people who travel internationally the most live in China, Germany and France, to name a few countries at the top of the list. How can your business penetrate these markets? How can you reach their travel-adoring consumers? For example, perhaps your agency is focused on attracting Asian tourists from China, Japan and Singapore to come to Europe. Start slow, but focused. Do your research, keep up with trends, and follow through from there.
#2 Translate your website and marketing materials
This is important, so please don’t use Google translate! It’s worth every penny to hire a professional who can transform your copy into an authentic translation. This will create a sense of trust between you and potential customers, and makes discovering — and deciding on — your services much easier. Bonus: make sure local currencies are reflected when sharing pricing information.
#3 Diverse staff and customer support
Before, during and even after a trip, customers will have questions. You’ll get emails. Your phone will ring. Employ or outsource as many bilingual and multilingual staff members you can afford that align with your target markets. Their expertise in secondary languages will take your service to the next level.
Bon voyage!Gute reise! Boa viagem!