The travel industry has long been at the forefront of web globalization. Take Booking.com, with support for 41 languages, or Uber, with support for 36 languages, or KLM, with support for 32 languages.
And yet, if you wish to research destinations online, tourism websites are not nearly so globally friendly. While the leading travel websites support an average of 30 languages, the top 10 tourism websites support an average of just 12 languages.
Germany, the destination website that emerged number one overall, leads the category with support for 24 languages. But most other destination websites support far fewer, even many of the sites in the top ten list.
The Top 10 Global Tourism Websites
- Western Australia
Language is the most evident sign of a localized website, but it is just one area in which tourism websites need improvement. The new report Destination: Marketing carefully documents the many different types of navigation strategies used by tourism websites and provides best practices that all websites should adopt. It also takes a close look at localized content, social media, and support for mobile users (also a weak point).
I understand that the organizations that manage destination websites are not exactly flush with cash these days. Brand USA
is fighting for its budget as I write this. Yet this is precisely
the time to make the case for the value of multilingual destination websites.
Consider this: The travel and tourism industry is growing at a faster pace than the global economy and by 2017 is projected to account for 1 of 9 jobs on this planet. Tourism websites play an essential role in attracting travelers and more than half of these travelers do not speak English. The countries, regions and cities that do invest in a multilingual future are going to be best positioned to benefit from it.
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
. 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.
Mary Meeker of Kleiner Perkins released her 2017 Internet Trends report today — the mother of all PowerPoint decks. I last commented on the 2014 deck.
A few slides jumped out at me this year — as part of her in-depth focus on India — noting that 46% of India’s Internet users primarily consume local-language content.
This number if higher than I would have guessed and underscores a point I’ve been making for several years now — the days of assuming you can succeed in India supporting only English are coming to a close.
Google and Facebook got the memo quite some time ago and now support a significant number of India’s 29 official languages. But the question is: When with the rest of the global brands get the memo?
After all, India is now the fastest-growing large market and with plenty of room to grow.
According to the 2017 Web Globalization Report Card, just 6% of the world’s leading brands support Hindi, which is the most popular of the Indic languages. Close behind are Urdu and Tamil.
Amazon is investing heavily in this market, no doubt trying to avoid the many missteps it made trying (and largely failing) to dominate China’s ecommerce market. Did you know that last fall Amazon celebrated India’s Festival of Lights?
India added more than 100 million web users in 2016, more than any other country.
If you have time, check out the full deck. Yes, there are more than 300 slides, but they’re a quick read and I guarantee you’ll learn something. I sure did!
PS: I’ve included a section on India in my new book Think Outside the Country.