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.

Languages are a means to an end, a journey as well as a destination

I recently wrote an op-ed for the Seattle Times about the importance and value of thinking globally. Here’s an excerpt:

Consider Starbucks. In 2003, this aspiring global company supported a mere three languages. Today, it supports 25, which may sound like a lot until you compare it to many other global brands. Among the leading global brands, the average number of languages supported is 31, a new high based on my years of research. And then there are those companies that left 30 languages behind years ago — like Facebook, which supports more than 90 languages, and Google, which supports more than a hundred.

This degree of language growth isn’t just a tech phenomenon. John Deere supports 31 languages, Ford supports 42, and even Jack Daniels is fluent in 22 languages.

So while the U.S. leaders are speaking the rhetoric of isolationism, American companies of all sizes are speaking a different language — in fact, a lot of languages.

And here’s the full article.

 

Think Outside the Country

I’m pleased to announce the publication of my newest book: Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy.

This book is the result of the past decade spent working with marketing and web teams around the world. I’ve long wanted to have something I could pass along that would demystify the process of product or website globalization and provide insights into languages, cultures and countries. Such as Brazil:

Too often people get overwhelmed by the complexity of it all, not to mention bewildering lingo and acronyms such as FIGS (French, Italian, German Spanish) and L10n (localization). What I always tell people is that you don’t have to speak a half-dozen languages to succeed in this field, but you do have to know what questions to ask. Hopefully this book will help.

The book is now available through Amazon or by request from any local bookstore. You can learn more here.

PS: If you’d like to order multiple copies for your teams, quantity discounts are available. Simply contact me using this form.

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.

 

Celebrating the “Father of Pinyin”

I was saddened to read that “the father of Pinyin” died this weekend in Beijing (though he did live to be 111 years old). While until now I never knew very much about the man himself — who daringly criticized the Chinese government, wrote dozens of books, and was exiled during the Cultural Revolution — I was very familiar with (and grateful for) Pinyin when I began learning Chinese.

Pinyin, a romanized version of the Chinese language — which allows non-native speakers a much, much easier way to learn the language — was adopted by China in 1958, replacing the former Wade-Giles system. (Wade-Giles had been conceived by two British diplomats, and its pronunciation guide was very different and far less accurate — for example, the Wade-Giles word for Beijing is the far-less-accurate Peking.) And, as Zhou’s New York Times obituary notes:

Since then, Pinyin (the name can be translated as “spelled sounds”) has vastly increased literacy throughout the country; eased the classroom agonies of foreigners studying Chinese; afforded the blind a way to read the language in Braille; and, in a development Mr. Zhou could scarcely have foreseen, facilitated the rapid entry of Chinese on computer keyboards and cellphones.

I began to learn Chinese in the early 1990s, before moving to Asia to teach English as a second language. I began in the States with an introductory university class in which we were required to memorize characters, which was insanely difficult. In addition to that, our Chinese teacher was Taiwanese, which meant he used traditional characters as opposed to simplified characters (adopted in mainland China to increase literacy). Here is the word for beautiful in simplified Chinese:

美丽

 

And here is the same word in traditional Chinese:

美麗

 

Notice how many more strokes are required in the traditional version. Also note: There is no way for a native English speaker to tell, just by looking at either character, how to pronounce the word. This is where Pinyin comes in. If it weren’t for Pinyin — that is, if I’d had to go by Wade-Giles’ pronunciations — no one I spoke with in Taipei would’ve been able to understand a word of what I said (and it was hard enough as it was; Mandarin Chinese also has four tones for every character, and getting those wrong is all too easy for a foreigner).

Once in Taiwan, I realized I had to focus on spoken Mandarin rather than the written language — most important to survival was learning how to talk. I did have to learn a great many traditional characters, however — this was necessary for everything from eating (in places with written menus, though I ate mostly from food carts) to banking (all transactions on ATMs were in Chinese characters) to finding my way around the country (all of the road signs and bus signs were also in traditional characters).

The language was so different that I learned to “forget English,” as my Chinese tutor taught me; the only way I could grasp the language was to approach it not by translating things in my head but by thinking in Chinese. And this was fascinating…the Chinese language is beautiful, complex, and vast, and when you start to think in Chinese, it’s easier to learn the language, as each character is built from a combination of ideas. To use a simple example, here is the simplified character for the word America:

美国

 

And here is the traditional character:

美國

It is pronounced Mĕi guó, which is translated as “beautiful country” — as you can see, the first part of the character (美, mei) is from the character above, for beauty.

When I returned from Asia after two years, I was so used to thinking in another, very different, language that I found it hard to put English sentences together; I often spoke in simple sentences, as if I were translating my thoughts from Chinese back into English. It took a long time to sound like a normal native English speaker again.

I reflect on all this as my first book, Forgetting English, is released in its third edition. The title story, while fictional, has many moments — including the one with my Chinese tutor — inspired by my time in Asia.

It’s been especially enlightening to reflect on the extraordinary life of Zhou Youguang; as you’ll read in his obituary, he was so much more than the father of Pinyin. Sent to a labor camp during the Cultural Revolution, he remained an open critic of Chinese communism. His many accomplishments include overseeing the translation of the Encyclopedia Britannica into Chinese, and he wrote more than 40 books (some of them banned in China), at least 10 of them published after he turned 100 — truly inspiring.