Recently we partnered with travel-intelligence platform Skift on a series of articles discussing growth opportunities and challenges in emerging markets, with a focus on travelers from BRIC countries—Brazil, Russia, India, and China.

The demographic mix of global travelers has changed dramatically over the past 10 years, with most growth coming from non-English-speaking countries. To compete in these increasingly lucrative markets, travel and hospitality companies need to implement strategies that reflect the unique behaviors and preferences of these travelers.

Most companies understand the need for in-language communication, but that’s just the tip of the iceberg. It’s crucial to accommodate the preferences of travelers across the entire travel lifecycle—starting at research and booking, continuing through the actual travel experience, and ending at post-travel follow-up and engagement. Every aspect of this process has to account for language requirements, cultural differences, technology preferences, and other factors that contribute to the overall customer experience.

This may seem like an overwhelming (and expensive) undertaking, but it doesn’t have to be. By directing efforts to strategic, high-impact touch-points and implementing best-practice workflows and technology for efficiently managing global content, many companies have already seen significant ROI from their efforts.

For more details, click the links below to read the full Skift series:

1. The Rise of the Emerging Market Traveler
2. Why Booking Needs to Be Much Easier for Emerging Market Travelers
3. How Travel Brands Are Dropping the Ball When it Comes to Chinese Travelers
4. 3 Content Challenges for Global Travel Marketers
 

We hope you find these articles useful. For more info, visit our website here or feel free to reach out to the TransPerfect/Translations.com travel team at travel@translations.com.