Why hotels should include multilingual marketing approach
Leveraging marketing platforms helps hotels to capture the attention of global audiences and thereby increase newer business opportunities.
To further fuel these marketing efforts, hotels, whose major guest base is from a country like India, need to adopt a multilingual marketing approach.
What is Multilingual Marketing?
Multilingual Marketing is a strategy that lets brand, in general, to use regional language to communicate with their audience.
Social Tables defines it as “Multilingual marketing is the process of understanding your target audience and customizing your communication to a language they consume.”
Why should you consider this?
It is estimated that, in 2021, 9 out of 10 users will prefer to consume content in their regional language.
In a country like India, where you can see guests using multiple languages and cultures, promoting your hotel brand in one or two languages is not enough at all. To attract these diversified guests, you need to communicate in their local languages. Therefore, using several languages in your marketing campaigns can help you reach all kinds of guests in their local languages.
Communicating with your targeted guests in their local language helps you increase brand visibility, connect with them, deliver the message properly, and thereby attract them.
Look at the benefits of incorporating Multilingual Marketing Strategy.
1. Helps you stay competitive
The number of Indian Language Internet users is expected to hit 536 million in the next three years- Google. Therefore, being first in incorporating a Multilingual Marketing Strategy can help you attract this massive audience, and at the same time outrun competition.
2. Increases guests interactions with your brand
A recent survey from KPMG reveals that 88% of Internet users said they would click ads appear on their regional language, rather than in the English language. Guests are more likely to show interest in any business communication that happens in their regional language other than any other language.
Simultaneously, voice search is increasing nowadays. Google introduced voice search for regional languages. The new languages include Bangala, Gujarati, Kannada, Malayalam, Marathi, Tamil, Telugu and Urdu (Source: The Week). It becomes evident that incorporating a multilingual marketing approach is a must.
Therefore, using local languages will increase guests’ interactions with your hotel brand.
3. Enhances website performance
Website localization is another important method to enhance audience engagement with your brand. Website Localisation involves rethinking visuals, cultural perspectives, and using regional language content. By changing your website for local audiences, you can make them understand your unique things, offers, and other services of your hotel, which might increase your conversion rate. In the world of increasing regional language searches, customizing your website for a local audience by including the right keywords will help you get better Google Rankings and of course visibility.