A Look at TripAdvisor’s Marketing Translation Services

TripAdvisor is the world’s largest travel platform, with over 463 million users visiting the site each month. TripAdvisor helps travelers and trip planners by conveniently providing them suggestions to the best hotels, attractions and restaurants from around the world. A large part of their success can be attributed to their successful global expansion facilitated by marketing translation services.

TripAdvisor’s Marketing Translation Services And The Chinese Market

TripAdvisor initially sought to expand to China in 2013, but they realized that they needed to utilize localization and translation services to help them successfully adapt to the Chinese market. After some cultural adaptation, TripAdvisor usage increased dramatically among Chinese users, prompting them to invest in website localization to improve user experience. With the help of Chinese translation services, TripAdvisor created three different Chinese sites: one for Taiwan, one for mainland China, and one for Simplified Chinese for overseas users outside of China. Additionally, TripAdvisor released a dedicated Chinese app. TripAdvisor also integrated the popular Chinese messaging app, WeChat, into the new app to help Chinese users even further. Clearly, TripAdvisor carefully considered the cultural and linguistic dimensions of its target markets in order to create a user-friendly product to help their customers.

TripAdvisor’s Marketing Translation Services And The European Market

TripAdvisor exercised the same attention-to-detail when selling to European markets. For instance, with the help of French translation services, TripAdvisor successfully built a partnership with Atout France, a leading French tourism agency. Under this mutually beneficial partnership, Atout France agreed to provide valuable local insights to TripAdvisor, while TripAdvisor promoted France as a travel destination to users planning to visit Europe. German translation services also helped their European expansion plan, as TripAdvisor launched a fully-localized German website to improve its usability in the country.

TripAdvisor’s Translation Strategy And Other Global Markets

On top of these new websites launched for the European travel market, TripAdvisor launched multiple new sites with professional translation for other global markets. With the help of Spanish translation services, TripAdvisor successfully launched domains for Venezuela, Peru, Chile and Colombia. Shortly after, Trip Advisor expanded into of Asia and Africa with the launch of new sites for the Philippines and South Africa. As a result, TripAdvisor had truly conquered the globe. Currently, TripAdvisor operates in 40 countries and offers 20 languages and counting, a testament to their expertly-executed translation and localization strategy.