The Slator 2019 Travel and Retail Localization Report outlines key considerations for the global travel and retail industries, and identifies the different content types arising from online and offline trade in these markets. Travel and retail, while distinct markets, are broadly influenced by similar macro trends. Factors such as the shift to online (e-commercialization), technology, globalization and evolving consumer expectations are fundamentally changing the landscape of travel and retail. Travel and retail overlap significantly in the way they interact with localized content.
The report then examines the role that language services play within the travel and retail industries. The travel and retail localization market, sized at USD 2.7bn in 2019, is a growing segment of the language industry. Expanding volumes of digital communications and web content are the main driver of growth, while demand for localization of offline materials such as advertising remains strong.
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In the Industry Service Model section, the report shines a light on the range of services provided by language service providers competing in this space. From translation through to the more creative transcreation service, the industry’s understanding of content types has matured to take into account the potential and desired impact of localized content. More than ever, companies are strategically assessing which multilingual content they require and how best to produce and promote it. In turn, companies are exploring suitable metrics by which to measure the ROI on localized content, and are looking to multilingual SEO as a means to increase their online visibility across markets.
As different content types necessitate different treatment and expertise, multi-vendor strategies are the dominant model in the travel and retail localization market. As a result, there is a significant opportunity for providers who offer full end-to-end localization solutions complete with connectors, translation management, machine translation and a deep bench of professional linguists. At the same time, customers want the flexibility of a customized approach, which may mean handing off everything to one provider or, for example, licensing a translation management solution and managing their own vendor pool internally.
The report identifies the primary providers (LSPs) operating across the travel and retail localization space. While most cross-vertical LSPs can reasonably claim to do business in the travel and retail space, Slator’s list focuses on those who derive a significant portion of their revenues from travel and retail customers; meaning they are proportionally overweight in this sector compared to most cross-vertical LSPs.
Based on third-party and proprietary data on large travel and retail companies, the report features a list of major buyers of localization in these markets. The report is further augmented by buyer insights resulting from a series of interviews with representatives from five buyer organizations across travel and retail. Their insights speak to outsourcing strategies, attitudes toward machine translation, localization demand drivers and the impact of evolving trends such as selling via channel marketplaces.
These actionable insights are supplemented with information to help drive sales and business development, including common buyer job titles, which will give readers the tools and information needed to approach potential buyers within the travel and retail space.
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|Travel & Retail Industry Overview||5|
|Store Closures & the Shift to Online||6|
|Technology & Convergence||7|
|Personalization of Content||8|
|The Role of Language Services in the Industry||9|
|From Globalization to Personalization||10|
|Industry Service Model||12|
|Buyer Insights & Trends||22|
|Adjacent Markets & Services Worth Keeping in Mind||27|
|Sales, Business Development, Marketing||27|
|Buyer Job Titles||28|
|Appendix 1: Deloitte Global Powers of Retailing 2019, Top 250||30|
How to Use This Report
Slator’s easy-to-digest research offers the very latest industry and data analysis, providing language service providers and end-clients the confidence to make informed and time-critical decisions. It is a cost-effective, credible resource for busy professionals.