Year after year, Airbnb stands as the leader of globalization, as their top-notch localization strategies and localized user experiences attract and maintain customers from around the world. Airbnb currently has 6 million listings in 200+ countries and is valued at $62 billion. The key to Airbnb’s global success lies in the marketing translation services they invested in for 62 different languages on their site.
Translation and Localization Services Translating User Content
Nowadays, both millennials and Generation Z are influenced by recommendations coming from their peers as well as online communities. As a result, Airbnb decided upon a specific marketing translation tactic: translating user-generated content. User-generated content refers to things like reviews posted from any user (including the photos and videos posted). This allows users from any language group to have access to all reviews, even ones that were posted in another language. It is more likely for customers to buy a product or service if they are able to read a sufficient number of good reviews for it. Therefore, translating all reviews gives a higher percentage of positive reviews for users to read, thus increasing the chances of them buying a company’s service.
The User Experience And Translation and Localization Services
Based on the destination picked by the user, with the help of translation consulting services, Airbnb customizes the content that pops up for that user. For example, the Airbnb platform shows the user a curated list of must-see places nearby, restaurants, and even some tips and tricks for traveling in different regions. This allows users to feel like their experience is unique, as Airbnb puts in the effort to enhance their trip. Additionally, thanks to digital marketing translation services, Airbnb personalizes their UI for them including the color scheme of their website based on the location a user selects. With the help of these high quality translation services, Airbnb’s localization and website translation services made their app more engaging for all users.
Airbnb’s Localization Campaign And The Japanese Market
The 2018 Private Lodging Business Act led Japanese hosts to run into legal issues if they wanted to share their homes under Airbnb. This caused an overnight decrease of Airbnb listings in Japan from 62,000 to a mere 13,000. However, due to Airbnb’s robust localization program and Japanese translation services, the company was able to acquire a deep understanding of the Japanese market to figure out a way for Airbnb to thrive in Japan. Airbnb’s solution was to launch a partnership ecosystem program which made it easier for hosts to list their property through service, supply, and demand partners.
About Language Connections:
Language Connections is one of the top language service companies in the US. Over the last 30 years, we’ve focused on providing the best business translation services, interpreting services, as well as interpreter training and customized language training programs. In addition to top-tier corporate language training, we offer certified corporate interpreters and professional business translation services in 200+ languages. Our network includes linguists with backgrounds in all major industries. They’re ready to meet your needs, whether they’re for technical translation services, legal translation, government translation services, international development translation services, education translation services, life sciences translation, or something else. Reach out to us today for a free quote on our cost-efficient and timely translation services, interpreters, or other linguistic services.
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