Announcing the top 10 global tourism websites

While I’ve closely studied travel websites for many years (such as airlines, hotels, travel agencies) as part of The Web Globalization Report Card, I’ve not spent much time looking closely at destination websites, such as for cities, regions and countries.  That is, until earlier this year.
For this report we benchmarked 55 country, region, and city tourism websites across six continents. Of those websites, here are the top 10 overall: 
Germany emerged on top driven in large part by its support for a leading 24 languages as well as global consistency and local content.
 
The leading city website is Paris, with support for 11 languages, which may not sound like many languages, but is actually well above the average for city websites.
Which leads me to the key finding of this report: the growing language gap between travel and tourism websites, which I will write about in a later post.
Western Australia came out on top of the regional websites. Shown here, note the globe icon in the header used to highlight the global gateway — a very nice touch.
Tourism websites should lead the travel industry
Language is just one of the areas in which tourism websites need improvement. This report carefully documents the many different types of navigation strategies used by tourism websites and provides best practices that all sites should consider. It also takes a close look at localized content, social media, and support for mobile users (also a weak point).
It’s my hope that this report helps tourism organizations make a stronger case for globalization. After all, the travel and tourism industry is growing at a faster pace than the global economy and by 2017 is projected  by the World Travel and Tourism Council to account for 1 of 9 jobs on this planet. Tourism websites play a key role in attracting travelers and more than half of these travelers do not speak English.
To learn more about the report, click here.

Think Outside the Country: Coming April 10th

 

I’m pleased to announce the new book Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy, due out on April 10th.

Think Outside the Country is isn’t strictly about taking a website or mobile app global, though you’ll find plenty of real-world examples about how to do just that. Ultimately, this book is about taking yourself global. It’s about providing an understanding of the globalization process along with country and cultural insights so you know what questions to ask when you’re asked to, say, introduce a product into a new market or launch a global marketing campaign.

This book is intended for people who want to help their organizations expand into new markets as efficiently as possible without any embarrassing or costly mistakes. And this book is about showing respect for the people who live in these markets.

You won’t speak every language, understand every culture. And that’s okay. Nobody knows everything. But we can all know a little bit about a lot. More important, we can know what questions to ask. This book will help.

You can learn more here.

And it’s now available for preorder on Amazon.

PS: We will also offer quantity discounts if you’d like to order a batch for your teams.

 

Booking.com: The best global travel website of 2017

For the 2017 Web Globalization Report Card, we studied the following 24 travel websites:

  • Air France
  • Airbnb
  • American Airlines
  • Avis
  • Booking.com
  • British Airways
  • Delta
  • Emirates
  • Enterprise
  • Expedia
  • Four Seasons
  • Hertz
  • Hilton
  • Hotels.com
  • Hyatt
  • InterContinental Hotels
  • Kayak
  • KLM
  • Marriott
  • Royal Caribbean
  • Sixt
  • TripAdvisor
  • Uber
  • United Airlines

This is the third year that we’ve combined web-based travel services companies with the travel companies they represent. And while OTAs (online travel agencies) have long dominated this category, we’re seeing airlines and hotels become much more competitive in the fight for customer relationships, and not just in developed markets.

Booking.com emerging number one overall. It leads all other websites with support for 41 languages and  leverages global templates across all local websites. The mobile website is also lighter (in kilobytes) than most competitive websites giving Booking.com a potential performance advantage. Following close behind in score is Hotels.com.

The travel industry is by definition a global industry. When your customer may be located anywhere in the world and traveling to any other place in the world, you need to support not only a significant number of languages but also currencies, time zones, and mobile devices. A number of the companies in this sector have been aggressive in using geolocation and content negotiation to greet visitors with the right language, region and currency. But they also provide a great deal of flexibility. For instance, Booking.com and Hotels.com allow you to change your currency using what I call the currency gateway:

But Booking.com is far from perfect. It buries its global gateway on its mobile website, which is not ideal for visitors who need to quickly change settings. Instead, I recommend including the global gateway link in the header, as shown here with Emirates:

I recommend a more generic globe icon than the one used by Emirates, but this is far better than most other mobile travel websites.

American Airlines does not use a globe icon, but does at least make its global gateway available in the header, as shown here:

I do not recommend using flags for navigational purposes and many travel websites continue to use them today. Flags do not scale well and flags convey meaning that often goes far beyond mere navigation — a reason why a number of websites intentionally leave the Taiwan flag off of the global gateway, even though it includes all others.

A number of companies have been quite busy expanding their linguistic reach; websites that added languages over the past year include:

  • Emirates
  • Hertz
  • Hilton
  • Kayak
  • KLM
  • Uber

KLM, by the way, leads all airlines with support for 28 languages. And Hilton leads all hotels with support for 23 languages (though if you include Airbnb as a hotel brand, it emerges on top).

Websites that scored on the negative end of this list include Four Seasons, Enterprise and Avis.

To learn more, check out the Web Globalization Report CardTravel and travel services is the largest sector covered by the Report Card, a section more than 50 pages long.

The best global travel websites (and why)

Delta's global gateway

There are now more than one billion international travelers, making the travel industry a benchmark for web globalization innovation and excellence.

So I’m pleased to be presenting a free webinar — sponsored by Lionbridge — to discuss my analysis of the leaders within this exciting industry, along with lessons for all companies.

My presentation will identify globalization trends (both positive and negative) in the travel industry. This webinar is designed to help you guide your web, marketing, and mobile teams to drive positive, efficient change.

You will learn:

  • Best practices in web globalization
  • Profiles of websites including Hotels.com, KLM, Hertz, DiscoverAmerica.com, and more
  • The hottest languages on the web today
  • Mobile considerations to save time & improve user experience
  • How to make the most of social & user-generated content

Even if your company is not a travel company, you will learn valuable tips and insights to help your company stay ahead of the competition.

I hope you can join me!

Details:

May 20, 2014

11am – 12pm EST

Click here to register.

The slowly evolving airline website

I enjoyed this vision of the future of an airline website (by Fantasy Interactive), particularly this map of fares and destinations:

airline website mockup

Why haven’t other airlines embraced this vision yet?

Probably because most haven’t even figured out how to make their booking engines as user friendly as Kayak.com.

KLM appears to be headed in this direction with its new design (currently in beta in Oman).

Here’s a screen grab of the booking engine:

klm_oman

It’s a clean, functional design that gives you a nice view of fares across a period of time.

Amazing how something so simple remains so elusive across so many airline websites.

KLM came out on top as the best global airline website in the 2013 Web Globalization Report Card.

It leads the airline category with support for 27 languages (Delta, American, Emirates all support fewer than 20 languages).

And yet KLM still trails travel websites such as Hotels.com, Kayak, and Booking.com.

These virtual websites have exerted pressure on airlines and hotels and rental car companies to focus more on user experience.

It’s ironic that airline websites are finally becoming more user friendly just as the airplanes themselves have never been less user friendly (for those of us in coach).

The best global travel websites

lionbridge_travel_2013

I’m pleased to announce a new (and free) report focused on the globalization of travel websites.

From American Airlines to Kayak to Wyndham, this report highlights those websites that have the widest global reach and are the most user friendly — regardless of the user’s language or nationality.

Lionbridge sponsored the production of this report and is making the report available for free (registration required).

Lionbridge suggested the websites they wanted to see included but they did not play any role in the analysis of these sites. I’ve been studying many of these companies for years now through the Web Globalization Report Card.

Even if your company is not a member of this industry, you may find this report valuable. Included are a number of general web globalization best practices.

Furthermore, the travel industry includes a handful of companies that have really innovated in regards to the globalization of websites and mobile apps, companies like Booking.com, Hotels.com, and Kayak.

In all, this report scores 71 companies across a seven segments, including hotels, airlines, rental cars, cruise lines, and online travel agencies. Companies include Starwood Hotels, Delta, United, Booking.com, Expedia, Hotels.com, Avis, Sixt, among others.

You can download your copy for free by registering here.