In episode 14 of our "Tour Tech: Your 5 Weekly Takeaways to Tourism Success" podcast series, part of the EU-funded Tourbit project, we learn about the importance of Search Engine Optimisation (SEO) and Search Engine Advertising (SEA) and the advantages of using specialised translation agencies instead of AI tools when expanding into new markets.
In episode 14 of our "Tour Tech: Your 5 Weekly Takeaways to Tourism Success" podcast series, part of the EU-funded Tourbit project, we learn about the importance of Search Engine Optimisation (SEO) and Search Engine Advertising (SEA) and the advantages of using specialised translation agencies instead of AI tools when expanding into new markets. This article focuses on how Little Guest, a Belgian online travel agency specialising in holidays for families with young children, prioritises providing a human touch throughout the customer experience. This commitment extends to their choice of partnering with Skriptó, a translation agency, for their website localisation efforts.
Guillaume Guivaudon, Marketing Manager at Little Guest, highlights how 80% of the company's customers are French-speaking and the company's intentions to reach a higher volume of English speakers to help diversify its client base. In the long-term, Little Guest aims to further expand into other markets, such as targeting Dutch, Spanish and Italian speakers.
While AI translation tools are readily available, there are also many limitations, including potential data protection concerns and the risk of potential translation errors. Simple sentences might translate well, but complex passages often yield inaccurate or unnatural-sounding results. Nelson De Oliveira, Head of Sales at Skriptó, outlines how the company's translators, specialists in the tourism industry, can capture the nuances of travel language and evoke emotions that resonate with potential customers. This ability to craft compelling content that inspires users to book a holiday is essential for maximising business performance. For instance, a simple translation of 'beach vacation' might suffice, but a skilled travel translator can paint a vivid picture using evocative language. They can describe the feeling of soft sand between your toes, the crystal-clear water perfect for snorkelling or the exciting water sports activities available. This type of creative translation goes beyond simply conveying information; it captures the essence of travel experiences and ignites the user's desire to explore.
Nelson outlines that Skriptó offers translation services in 56 language pairs, allowing Little Guest to cater to a diverse global audience. Skriptó's ability to source specialised translators demonstrates its adaptability and expertise in handling niche requirements. Furthermore, cultural awareness and localisation in travel content is a highly significant consideration for expanding into new markets, with travel trends and preferred holiday styles varying greatly around the world. Skriptó tailors website content to reflect these preferences, using messaging and imagery that resonates with specific target audiences. This localised approach is essential for maximising website traffic and conversion rates in international markets.
Studies consistently show that the majority of clicks go to websites on the first two pages of search engine results. This means that achieving a top ranking for important keywords is essential for maximising the number of potential customers who see your website. This increased visibility translates directly into more website visits and, ultimately, more bookings.
Guillaume and Nelson outline how Little Guest partnered with Skriptó to implement a data-driven SEO strategy. Skriptó's SEO specialists conducted an audit to assess the current ranking of Little Guest's website, its metadata structure and overall search engine optimisation. This SEO groundwork ensured the translated content would be well-positioned for search engines.
Nelson highlights that the starting point for expanding into new markets is the creation of a landing page to monitor the new audience's reaction and demand for the product, tracking keywords used by visitors to find the site. Skriptó's expertise helped Little Guest optimise their website content, initially focusing on high-traffic pages, such as the homepage and the "Our Story" page. These efforts yielded positive results, with increased website traffic and leads generated from English-speaking users.
However, SEO is a marathon, not a sprint. Frequent algorithm updates by search engines necessitate constant monitoring and adaptation. Little Guest and Skriptó acknowledge the importance of clear and adaptable processes to ensure websites remain optimised. Value is built through partnerships that grow over time through continuous improvement to create long-term SEO success. This adaptability is crucial because it's impossible to know in advance how any SEO optimisation will perform in reality.
The best approach is to experiment with different strategies, track the results through website analytics tools, such as Google Analytics, and refine the approach based on the data. This includes tracking not just overall website traffic but also how users navigate the website. By analysing user clicks, scroll depth and heatmaps, businesses can gain valuable insights into user behaviour. For example, if users are consistently clicking away from a particular page or failing to scroll down to view the entire content, it might indicate that the page content is not engaging or that the layout is confusing. By tracking user behaviour, businesses can identify areas for improvement and optimise their website for a more user-friendly experience. This, in turn, can lead to better SEO results, as search engines tend to favour websites that provide a positive user experience. This data-driven experimentation is essential for staying ahead of the curve and maintaining a strong SEO position.
Guillaume emphasises the importance of consulting multiple SEO experts before making website changes. Different experts might suggest diverse approaches, providing a wider range of perspectives which can lead to a more comprehensive understanding of how to improve the user experience. Similarly, Little Guest uses A/B testing to improve the effectiveness of newsletters by changing the email subject and seeing which one is the most clicked on in communications to clients. This focus on the customer journey is essential, where feedback from website users can help shape the evolution of content to be more persuasive and simpler to understand.
SEA has strong potential to complement SEO. Little Guest utilises SEA through targeted advertising campaigns on Facebook and Instagram, managed by a separate agency specialising in this domain. Little Guest's experience demonstrates that SEA can bring in new clients quickly, but results depend on the quality of the campaign management and the overall digital marketing strategy. However, it's possible to quickly see if people click on the ads, where they come from and if they book stays.
SEA campaigns that target users who are already familiar with the brand through SEO efforts are more likely to be successful. This is because SEO helps build brand awareness and establishes Little Guest as a relevant authority in the travel industry, making users more receptive to targeted advertising.
The digital transformation journey of Little Guest underscores the critical role of content localisation in the global travel industry. Its collaboration with Skriptó highlights how human translators, with their cultural awareness and industry expertise, can craft compelling content that resonates with target audiences. This focus on localisation ensures that the user experience is tailored to the needs and preferences of each market.
While machine translation has evolved significantly, it cannot replicate the human touch. Human translators, with their deep understanding of the industry and cultural sensitivities, can craft content that evokes emotions and captures the richness of language. AI translation tools might struggle to convey the 'feeling of a good holiday' or the specific adjectives that bring descriptions to life. This human element ensures that the tone of voice resonates with target audiences and inspires them to take action.
Search engine algorithms are constantly updated, and keywords that were effective yesterday might not be as powerful tomorrow. By constantly monitoring website data and adapting content and structure based on user behaviour and search engine algorithms, businesses can ensure their websites remain discoverable and engaging for potential customers worldwide. This data-driven approach allows for ongoing website optimisation, ensuring content remains relevant and optimised for the most up-to-date search terms and refining strategies for long-term SEO effectiveness. Patience is also crucial, as it takes time to see the full impact of SEO efforts.
Here are the five key takeaways:
The podcast is part of the Tourbit project, co-funded by the EU's COSME programme, with the support of the Catalan Tourist Board, Barcelona Chamber of Commerce, Paris&Co, Arctur Doo, Hub Brussels, Iceland Tourism Cluster, Lapland University of Applied Sciences and NEST - Tourism Innovation Center.
In episode 14 of our "Tour Tech: Your 5 Weekly Takeaways to Tourism Success" podcast series, part of the EU-funded Tourbit project, we learn about the importance of Search Engine Optimisation (SEO) and Search Engine Advertising (SEA) and the advantages of using specialised translation agencies instead of AI tools when expanding into new markets. This article focuses on how Little Guest, a Belgian online travel agency specialising in holidays for families with young children, prioritises providing a human touch throughout the customer experience. This commitment extends to their choice of partnering with Skriptó, a translation agency, for their website localisation efforts.
Guillaume Guivaudon, Marketing Manager at Little Guest, highlights how 80% of the company's customers are French-speaking and the company's intentions to reach a higher volume of English speakers to help diversify its client base. In the long-term, Little Guest aims to further expand into other markets, such as targeting Dutch, Spanish and Italian speakers.
While AI translation tools are readily available, there are also many limitations, including potential data protection concerns and the risk of potential translation errors. Simple sentences might translate well, but complex passages often yield inaccurate or unnatural-sounding results. Nelson De Oliveira, Head of Sales at Skriptó, outlines how the company's translators, specialists in the tourism industry, can capture the nuances of travel language and evoke emotions that resonate with potential customers. This ability to craft compelling content that inspires users to book a holiday is essential for maximising business performance. For instance, a simple translation of 'beach vacation' might suffice, but a skilled travel translator can paint a vivid picture using evocative language. They can describe the feeling of soft sand between your toes, the crystal-clear water perfect for snorkelling or the exciting water sports activities available. This type of creative translation goes beyond simply conveying information; it captures the essence of travel experiences and ignites the user's desire to explore.
Nelson outlines that Skriptó offers translation services in 56 language pairs, allowing Little Guest to cater to a diverse global audience. Skriptó's ability to source specialised translators demonstrates its adaptability and expertise in handling niche requirements. Furthermore, cultural awareness and localisation in travel content is a highly significant consideration for expanding into new markets, with travel trends and preferred holiday styles varying greatly around the world. Skriptó tailors website content to reflect these preferences, using messaging and imagery that resonates with specific target audiences. This localised approach is essential for maximising website traffic and conversion rates in international markets.
Studies consistently show that the majority of clicks go to websites on the first two pages of search engine results. This means that achieving a top ranking for important keywords is essential for maximising the number of potential customers who see your website. This increased visibility translates directly into more website visits and, ultimately, more bookings.
Guillaume and Nelson outline how Little Guest partnered with Skriptó to implement a data-driven SEO strategy. Skriptó's SEO specialists conducted an audit to assess the current ranking of Little Guest's website, its metadata structure and overall search engine optimisation. This SEO groundwork ensured the translated content would be well-positioned for search engines.
Nelson highlights that the starting point for expanding into new markets is the creation of a landing page to monitor the new audience's reaction and demand for the product, tracking keywords used by visitors to find the site. Skriptó's expertise helped Little Guest optimise their website content, initially focusing on high-traffic pages, such as the homepage and the "Our Story" page. These efforts yielded positive results, with increased website traffic and leads generated from English-speaking users.
However, SEO is a marathon, not a sprint. Frequent algorithm updates by search engines necessitate constant monitoring and adaptation. Little Guest and Skriptó acknowledge the importance of clear and adaptable processes to ensure websites remain optimised. Value is built through partnerships that grow over time through continuous improvement to create long-term SEO success. This adaptability is crucial because it's impossible to know in advance how any SEO optimisation will perform in reality.
The best approach is to experiment with different strategies, track the results through website analytics tools, such as Google Analytics, and refine the approach based on the data. This includes tracking not just overall website traffic but also how users navigate the website. By analysing user clicks, scroll depth and heatmaps, businesses can gain valuable insights into user behaviour. For example, if users are consistently clicking away from a particular page or failing to scroll down to view the entire content, it might indicate that the page content is not engaging or that the layout is confusing. By tracking user behaviour, businesses can identify areas for improvement and optimise their website for a more user-friendly experience. This, in turn, can lead to better SEO results, as search engines tend to favour websites that provide a positive user experience. This data-driven experimentation is essential for staying ahead of the curve and maintaining a strong SEO position.
Guillaume emphasises the importance of consulting multiple SEO experts before making website changes. Different experts might suggest diverse approaches, providing a wider range of perspectives which can lead to a more comprehensive understanding of how to improve the user experience. Similarly, Little Guest uses A/B testing to improve the effectiveness of newsletters by changing the email subject and seeing which one is the most clicked on in communications to clients. This focus on the customer journey is essential, where feedback from website users can help shape the evolution of content to be more persuasive and simpler to understand.
SEA has strong potential to complement SEO. Little Guest utilises SEA through targeted advertising campaigns on Facebook and Instagram, managed by a separate agency specialising in this domain. Little Guest's experience demonstrates that SEA can bring in new clients quickly, but results depend on the quality of the campaign management and the overall digital marketing strategy. However, it's possible to quickly see if people click on the ads, where they come from and if they book stays.
SEA campaigns that target users who are already familiar with the brand through SEO efforts are more likely to be successful. This is because SEO helps build brand awareness and establishes Little Guest as a relevant authority in the travel industry, making users more receptive to targeted advertising.
The digital transformation journey of Little Guest underscores the critical role of content localisation in the global travel industry. Its collaboration with Skriptó highlights how human translators, with their cultural awareness and industry expertise, can craft compelling content that resonates with target audiences. This focus on localisation ensures that the user experience is tailored to the needs and preferences of each market.
While machine translation has evolved significantly, it cannot replicate the human touch. Human translators, with their deep understanding of the industry and cultural sensitivities, can craft content that evokes emotions and captures the richness of language. AI translation tools might struggle to convey the 'feeling of a good holiday' or the specific adjectives that bring descriptions to life. This human element ensures that the tone of voice resonates with target audiences and inspires them to take action.
Search engine algorithms are constantly updated, and keywords that were effective yesterday might not be as powerful tomorrow. By constantly monitoring website data and adapting content and structure based on user behaviour and search engine algorithms, businesses can ensure their websites remain discoverable and engaging for potential customers worldwide. This data-driven approach allows for ongoing website optimisation, ensuring content remains relevant and optimised for the most up-to-date search terms and refining strategies for long-term SEO effectiveness. Patience is also crucial, as it takes time to see the full impact of SEO efforts.
Here are the five key takeaways:
The podcast is part of the Tourbit project, co-funded by the EU's COSME programme, with the support of the Catalan Tourist Board, Barcelona Chamber of Commerce, Paris&Co, Arctur Doo, Hub Brussels, Iceland Tourism Cluster, Lapland University of Applied Sciences and NEST - Tourism Innovation Center.
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