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*New* Slator Game Localization Report out now

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Research & Reports • By Slator On 12 Nov 2019

Slator 2019 Travel & Retail Localization Report

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.

Travel and Retail 2019 Translation and Localization Report

Slator 2019 Travel & Retail Localization Report

29-page report. Travel and retail overview. Role of the language services industry. Market size. Competitive landscape. Biz Dev.
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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.

Slator Research is available in pay as you go or to as part of our Growth, Pro, and Enterprise subscription.

Executive Summary4
Travel & Retail Industry Overview5
Store Closures & the Shift to Online6
Technology & Convergence7
Globally Complex7
Personalization of Content8
The Role of Language Services in the Industry9
Introduction9
E-Commercialization9
From Globalization to Personalization10
Market Size11
Industry Service Model12
Competitive Landscape17
Introduction17
Main Providers18
Major Buyers19
Buyer Insights & Trends22
Adjacent Markets & Services Worth Keeping in Mind27
Sales, Business Development, Marketing27
Sales27
Business Development27
Buyer Job Titles28
Marketing29
Appendices30
Appendix 1: Deloitte Global Powers of Retailing 2019, Top 25030

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.

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Accor Acolad Group Adrian Cohn advertising Aeon Co. Ahold Delhaize Air France–KLM Airbnb Aldi Einkauf Alibaba All Nippon Airways Amazon Amazon Translate American Airlines Group American Express Global Business Travel American Express Travel APIs Associated British Foods Auchan Baidu Bauhaus BCD Travel Best Western Hotels Booking.com C&A Europe Carlson Wagonlit Travel Cartier Casino Guichard-Perrachon CheapOair China Eastern Airlines China Southern Airlines Chloé Choice Hotels Compagnie Financière Richemont connectors content authoring content origination Coop Group Décathlon Deichmann Deloitte Delta Air Lines Dufry Dunhill e-commerce EasyJet eBay Ed Bussey El Corte Inglés Expedia Facebook Fast Retailing Co. Foot Locker globalization Google Flights H & M Hennes & Mauritz Henrik Lottrup Hermès International Hilton Worldwide HRG North America Hyatt IAG IKEA Group Inditex InterContinental Hotels Group Jin Jiang International K International Kering KPMG L Brands Lagardère Travel Retail Language Connect LanguageWire lastminute.com Lingo24 Louis Vuitton Lufthansa LVMH Moët Hennessy-Louis Vuitton marketing Marks and Spencer Group Marriott International Matthias Borngrebe Microsoft Migros-Genossenschafts Bund Montblanc Mountain Warehouse multilingual SEO Naver Netflix Next NIKE Norwegian Airlines Oriental Land personalization Primark Quentin Naylor Quill Radisson Hotel Group retail retail localization REWE Combine Royal Carribean Ryanair Sarah Williams Schwarz Group SEO SEO localization Shopify SiteMinder Skyscanner Smartling Sports Direct International Steven Wait Straker Translations Tags: travel TextMaster The Gap TMS transcreation TranslateMedia translation translation management systems Translations.com TransPerfect travel and retail localization travel localization Tui Uber Unbabel Under Armour United Airlines Walt Disney Parks and Resorts website hosting Whitbread plc Wyndham Hotels and Resorts Xillio XTM Yahoo Zalando
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Slator is the leading source of news and research for the global translation, localization, and language technology industry. Our Advisory practice is a trusted partner to clients looking for independent analysis. Headquartered in Zurich, Slator has a presence in Asia, Europe, and the US.
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