The top 25 websites from the 2018 Web Globalization Report Card

I’m excited to announce the publication of The 2018 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization.

First, here are the top-scoring websites from the report:

For regular readers of this blog, you’ll notice that Google was unseated this year by Wikipedia. Wikipedia, with support for an amazing 298 languages, made a positive improvement to global navigation over the past year that pushed it into the top spot. And Wikipedia, due to the fact that it is completely user-supported, indicates that there is great demand for languages on the Internet — and very few companies have yet responded in kind.

Google could still stand to improve in global navigation, as could Facebook.

Other highlights from the top 25 list include:

  • Consumer goods companies such as Pampers and Nestlé are a positive sign that non-tech companies are making positive strides in improving their website globalization skills.
  • As a group, the top 25 websites support an average of more than 80 languages (up from 54 last year); but note that we added a few websites that made a big impact on that average.
  • Luxury brands such as Gucci and Ralph Lauren continue to lag in web globalization — from poor support for languages to inadequate localization.
  • The average number of languages supported by all 150 global brands is now 32.

The data underlying the Report Card is based on studying the leading global brands and world’s largest companies — 150 companies across more than 20 industry sectors. I began tracking many of the companies included in this report more than a decade ago and am happy to share insights into what works and what doesn’t.  

I’ll have much more to share in the weeks and months ahead. If you have any questions about the report, please let me know.

Congratulations to the top 25 companies and to the people within these companies who have long championed web globalization.

The 2018 Web Globalization Report Card

China: 120 million international travelers and just getting started

In 2016, more than 120 million Chinese traveled internationally. which is roughly the entire population of Japan (or Canada, Italy and Australia combined).

And only 10% of the country has a passport.

Imagine the travel industry when 25% of Chinese residents are traveling abroad. Where will they go? What will they want to see? To help shed light on these questions, recently interviewed 3,000 Chinese residents who traveled internationally over the past year.

It published these findings in the 2017 edition of the Chinese International Travel Monitor report. If you want to better understand Chinese travelers, where they’re headed and why, this report is a must read.

Here are a few items that jumped out at me:

  • China is already the largest source of international travelers for many countries.
  • Yet only 10% of the Chinese population had passports in 2016.
  • Shopping is no longer the prime attraction for a growing number of travelers
  • Nor is group travel, which is quickly losing favor among older travelers. Translation: Chinese travelers are tiring of those buses.
  • Independent travel is very popular among millennials.
  • And eco/green tours are becoming quite popular, particularly among older travelers. I’m very happy to see this.
  • The most welcoming countries to Chinese travelers, based on survey respondents, are Thailand, Japan, Australia. The USA made the top 5, though I suspect that ranking might be slipping based on current events.
  • The top landmark in the US:  Grand Canyon.
  • The top landmark in Australia: Great Barrier Reef.
  • And in France: the Louvre.
  • Chinese visitors spend more in the US than visitors from any other nation, approximately $7,200.

So what does this mean for hotels and other travel segments? It means you have be curious, nimble, and you had better support Chinese — both on your website, in your call center, via social media, and with in-house Mandarin speakers.  Survey respondents ranked poor hotel localization as a top 5 problem.

Chinese is also not as well supported across many of the global travel websites I reviewed two months ago. As shown here, based on our new report Destination: Marketing, Chinese is found on only 64% of the leading tourism websites.

Also, accepting Visa or Mastercard is not good enough. Most Chinese travelers prefer to pay with UnionPay.

Click here to download the report.

And if you’d like to know which tourism and destination websites are the most world-ready, check out our new report Destination: Marketing.

Finally, if you want insights into localizing your website for China, check out Think Outside the Country.

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. 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
  • British Airways
  • Delta
  • Emirates
  • Enterprise
  • Expedia
  • Four Seasons
  • Hertz
  • Hilton
  • 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. 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 a potential performance advantage. Following close behind in score is

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, and allow you to change your currency using what I call the currency gateway:

But 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, KLM, Hertz,, 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!


May 20, 2014

11am – 12pm EST

Click here to register.

The best global travel websites


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,, 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,, Expedia,, Avis, Sixt, among others.

You can download your copy for free by registering here.