Seattle is a hub for transportation and many airlines are seeing rapid growth rates. Delta, for example, has tripled its revenue in the past three years. They’ve also reported significant global expansion within Europe and China. This rapid growth of travel and global expansion has fueled a need to connect to a diverse customer base. From a company’s website, on-plane brochures/pamphlets, magazines and brand advertising, the content needs to be able to resonate with the culture of the customer’s geographic location.
The airlines industry is highly competitive creating a struggle for differentiation amongst brands. In such a competitive sector, airlines are needing to look at other aspects than price to create an optimal customer experience. Localization helps airlines provide content to its customer base that is personalized to the customer's culture.
Alaska Airlines faced many obstacles in its traditional approach to online advertising. “We often have a need to promote a localized offer to a localized audience, as we expand into new cites, “said Andrea Schwarzenbach. They’ve chosen to localize targeted ads for its customer base and incidentally has seen a 125% improvement in ROI.
Content used in the travel and hospitality industries specifically involve frequent modifications that reflect up to date current events and promotions. Frequent flyer programs, special offers, in-flight entertainment, and dining menus are just a few examples of dynamic content that will require regular localization upkeep. Localization plays a key role in the overall online customer experience. An airline that is appropriately targeting their audience will have localized content for their; banner campaigns, user interfaces, calendars, legal information, FAQ’s and support documentation in order to appropriately connect their intended message with the targeted audience.
In addition to localized content, travelers from across the globe use a wide array of mobile devices and this can affect the user’s customer experience when online booking. If the airline did not create a localized platform that was tested for those mobile devices this will likely have a negative impact on that customer’s booking experience.
The growth in the airline industry has also stimulated demand for associated products and services. Many new partnering technologies and software are used as third party applications for employees and end-users all over the world. These technologies must be localized in order to foster that positive customer experience.
It is important to keep track of travel trends to stay aligned with the market’s climate and the company’s business strategy.
Language services providers like Dynamic Language will work with your brand in order to deliver quality localized marketing that will connect airline industries with their diverse customer base.