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1
Global CustomerLifecycle SM
The Best Global Travel Websites …and WhyJohn YunkerByte Level Research
2Copyright 2013. Confidential – Distribution prohibited without permission
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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Request slides: [email protected]
‘Help’ button on thewebinar console orhttp://webcast.on24.com/clients/help/index.html
‘Question’ box in lower left corner
Housekeeping
Follow‐up email with link to on‐demand recording
#globalwebsites
4Copyright 2013. Confidential – Distribution prohibited without permission
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
5Copyright 2013. Confidential – Distribution prohibited without permission
Webinar Agenda
Best Practices in Web Globalization
Website Profiles• Hotels.com• Delta Airlines• Hertz
Mobile Globalization Tips
Q & AWhy the Travel Industry Matters
6Copyright 2013. Confidential – Distribution prohibited without permission
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
7Copyright 2013. Confidential – Distribution prohibited without permission
Webinar Agenda
Website Profiles• Hotels.com• Delta Airlines• Hertz
Mobile Globalization Tips
Why the Travel Industry Matters
Q & ABest Practices in Web Globalization
8Copyright 2013. Confidential – Distribution prohibited without permission
Best 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
9Copyright 2013. Confidential – Distribution prohibited without permission
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
10Copyright 2013. Confidential – Distribution prohibited without permission
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
11Copyright 2013. Confidential – Distribution prohibited without permission
Global Gateway Tip: Consider Country Codes
12
Global Gateway Tip: Don’t Overtranslate
13
Use a “Universal” Global Gateway
14Copyright 2013. Confidential – Distribution prohibited without permission
Webinar Agenda
Best Practices in Web Globalization
Mobile Globalization Tips
Why the Travel Industry Matters
Q & AWebsite Profiles• Hotels.com• Delta Airlines• Hertz
Copyright 2013. Confidential – Distribution prohibited without permission
Hotels.com
16
Global Consistency; Local Flexibility
17Copyright 2013. Confidential – Distribution prohibited without permission
Using Language Negotiation and Geolocation
18
Different Devices; Different Experiences
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Delta Airlines
20
Consistent
21Copyright 2013. Confidential – Distribution prohibited without permission
An Improving Global Gateway
22
Next Step: Get Down to One “Click”
23Copyright 2013. Confidential – Distribution prohibited without permission
Microsoft’s Gateway: Only One Click Required
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Hertz
25
Hertz on the PC
26
Hertz on the Tablet
27
Hertz on the Phone
28
Hertz global gateway
29Copyright 2013. Confidential – Distribution prohibited without permission
Takeaways
Respondingto the deviceis Step #1of many
Visuals are a luxury, not always a necessity
As real estate shrinks, functionality expands
30Copyright 2013. Confidential – Distribution prohibited without permission
Webinar Agenda
Best Practices in Web Globalization
Website Profiles• Hotels.com• Delta Airlines• Hertz
Why the Travel Industry Matters
Q & AMobile Globalization Tips
31Copyright 2013. Confidential – Distribution prohibited without permission
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
32Copyright 2013. Confidential – Distribution prohibited without permission
Mobile Globalization Tips
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)
33
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
blog.lionbridge.com/travel‐hospitality info.lionbridge.com/JY_Travel_Report_2013
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