Destination: Marketing

Global Leaders and Best Practices in Tourism Websites



 PDF brochure

The growing gap between tourism and travel websites

The travel industry is at the forefront of web globalization innovation and best practices. Take Booking.com, with support for 41 languages, or Uber, with support for 36 languages, or KLM, with support for 32 languages.

And yet, if you wish to go online and research destinations, tourism websites are not so globally friendly. While the average leading travel website supports 30 languages, the leading tourism websites support just 12 languages, and many support considerably fewer.

The travel and tourism industry is growing at a faster pace than the global economy and by 2017 is projected to account for 1 of 9 jobs on this planet. And yet too many tourism organizations are under-investing in this growth industry. This report will help tourism organizations make the right choices when taking their websites global, or expanding their global reach.

About Destination: Marketing

There are three ingredients that go into producing this report:

  1. Interviews with web executives who manage global websites. With some companies, I’ve been following firsthand their web globalization development over more than a decade, and they have shared a wealth of insights into what works and what doesn’t.
  2. Hands-on understanding of web development, content creation and marketing. We have in-depth experience in marketing, content creation and website globalization, resulting in recommendations that are both practical and attainable.
  3. Fifteen years of studying global/multilingual websites. We're proud to say that no research firm has spent more time studying so many global websites over such a long time span. No research for this report is outsourced; every website is evaluated personally and has been since 2003.

How to use this report

This report serves two key purposes. First, we call out those websites that have excelled in the practice of web and mobile globalization. It’s important to study and learn from the best, and this report is intended to do just that. The web and marketing teams that contribute to the top 10 websites deserve recognition for being strong advocates for all web users, no matter where they live or what language they speak.

Second, this report identifies best practices and emerging trends to help you avoid repeating common mistakes. It is intended to help you guide your web, marketing, and mobile teams to positive, efficient action.

Insights to help improve your global website right now

Web globalization often leaves marketing and web teams with more questions than answers, such as:

  • How is our global website doing compared with our competitors—and why?
  • How do we design a website to best manage diverse brands and diverse locales?
  • What languages should we support?
  • How is our website doing compared with our competitors?
  • How do we best implement geolocation to improve the global user experience?

Through website profiles, loaded with screen shots, you'll learn which practices to emulate and which to avoid. More than a dozen industries are profiled, with key globalization developments and best practices highlighted with screen shots.



Purchase Details

Destination: Marketing Global Leaders and Best Practices in Tourism Websites
Price: $950
INTRODUCTORY SALE: $750 (Until July 1st)
Pages: 205
Exhibits & Visuals: 150+
Format: PDF
License: Enterprise

Included with the report:

  1. One paperback copy of the new book Think Outside the Country
  2. Report: Geolocation for Global Success
  3. eBook: The Art of the Global Gateway

Download the report immediately:

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Report plus Conference Call

In addition to the deliverables mentioned above, receive a one-hour, customized conference call with your team to discuss the report and answer questions about your organization's website(a $500 value).


Price: $1,295
INTRODUCTORY SALE: $1,150 (Until July 1st)

Download the report immediately:

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Purchase Orders

If you would like to purchase by invoice, please email us. To provide a credit card number by phone, call us at +1 (760) 300-3620.

Contact us regarding onsite web globalization presentations.


Pages from Destination: Marketing




Tourism Websites Benchmarked and Profiled

  • Åland Islands
  • Australia
  • Berlin
  • Brazil
  • California
  • Canada
  • Catalonia
  • Chicago
  • Chile
  • China
  • Colombia
  • Czech Republic
  • Dallas
  • Dubai
  • Egypt
  • Finland
  • Florida
  • France
  • Germany
  • Great Britain
  • Holland
  • Hungary
  • India
  • Ireland
  • Japan
  • Jordan
  • Kenya
  • Las Vegas
  • London
  • Los Angeles
  • Macau
  • Mexico
  • Miami
  • Nashville
  • Norway
  • Nova Scotia
  • NYC
  • Oregon
  • Paris
  • Portland
  • Qatar
  • Russia
  • San Francisco
  • Scotland
  • Seattle
  • Singapore
  • South Africa
  • South Korea
  • Spain
  • Sweden
  • Sydney
  • Tokyo
  • USA
  • Western Australia
  • Zurich

  • Table of Contents

    • Tourism websites aren’t keeping pace with global travelers
    • The Top 10 Global Tourism Websites

    Part I: Best Practices in Tourism Websites

    • Globalization is a journey, not a destination
      • Learn from the best travel websites
      • Embrace global consistency; local flexibility
      • Develop a “world-ready” approach to web globalization
      • Support mobile users, not just mobile devices
      • Set and enforce weight limits
      • From “select language” to “select country/region”
    • Develop a global gateway strategy
      • Country codes improve local usability
      • A “universal” global gateway
      • Use this global gateway icon
      • Avoid using flags
      • Use geolocation to improve the global user experience
    • Localization is much more than translation
      • Understand the cultural impact of images
      • Slogans don’t travel so leave them at home
      • Social networks should also be localized
      • Prioritize local holidays and cultural events
      • Are you using the right name?
      • Begin planning your next domain name
      • Build localized email lists
      • Use machine translation to unlock content and languages

    Part II: Language Leaders and Trends

    • How to reach 95% of all Internet users
    • Language leaders
    • Language totals for all websites
    • Most popular languages
    • How many languages should “global” websites support?

    Part III: The Websites and How They Were Scored

    • The websites
    • Scoring methodology
    • Global Reach (Languages)
    • Global Navigation
    • Global/Mobile Architecture
    • Localization & Social
    • Methodology FAQ

    Part IV: Tourism Website Scores and Analysis
    • All website scores
    • Global navigation leaders
    • Country website scores and profiles
      • Australia
      • Brazil
      • Canada
      • Chile
      • China
      • Colombia
      • Czech Republic
      • Dubai
      • Egypt
      • Finland
      • France
      • Germany
      • Great Britain
      • Holland
      • Hungary
      • India
      • Ireland
      • Japan
      • Jordan
      • Kenya
      • Mexico
      • Norway
      • Qatar
      • Russia
      • Scotland
      • Singapore
      • South Africa
      • South Korea
      • Spain
      • Sweden
      • USA
    • City website scores and profiles
      • Berlin
      • Chicago
      • Dallas
      • Las Vegas
      • London
      • Los Angeles
      • Miami
      • Nashville
      • NYC
      • Paris
      • Portland
      • Seattle
      • Sydney
      • Tokyo
      • Zurich
    • Regional website scores and profiles
      • Åland Islands
      • California
      • Florida
      • Macao
      • Nova Scotia
      • Oregon
      • Western Australia
    • Globalization Terminology
    • About the Author


    Frequently Asked Questions


    Do organizations pay to be included in this report?

    Absolutely not. We have never and will never accept money in return for inclusion within the report. Some of our consulting clients over the years have been included in one or more reports and they have used our methodology to help drive positive change within these organizations. That said, we take pride in creating a report that is self-funded and completely independent in focus, content, and findings.

    Who analyzes these websites?

    Report author John Yunker reviews every website. No work is outsourced. This historical understanding of each website (combined with one-on-one interviews with many of the executives who manage these global websites) provides valuable and actionable findings and recommendations.

    Scoring Methodology

    The Report Card analyzes each website according to the following four criteria:

    • Global Reach (Languages): The website supports enough languages to reach a wide global audience. To receive a maximum score, the website must support 47 languages.
    • Global Navigation: Web users can quickly and easily find their localized content, regardless of what language they speak.
    • Global/Mobile Architecture: The website leverages global templates to support global branding while still allowing room for local customization. The website is also accessible via mobile devices, and language parity is maintained with the PC website. Responsive websites and mobile apps are also noted.
    • Localization & Social: The website is relevant to the user's locale and culture and provides functionality on par with the global website. Local-language social media are also supported and well promoted on the local websites.


    More than a decade of web globalization research

    Founded in 2000, Byte Level Research was the first firm dedicated exclusively to the art and science of web globalization. We have consulted with hundreds of multinationals and have learned what works and what doesn't work and, just as important, where their websites are headed. This expertise is carried over into the methodology of the Report Card, the first report dedicated to best practices in web globalization.

    We conduct a hands-on analysis of the world's leading websites, analyzing how web designs are shared across countries and mobile platforms, noting languages used on every website, studying local content, social media, and navigation. This information, along with nearly a decade of historical data, will help you benchmark your company against competitive and “best of breed” sites such as Google, Facebook, Amazon, and Hotels.com. A combination of quantitative data and practical, hands-on advice make this report an invaluable resource for any company doing business across borders.



    Optional Conference Call

    A call to answer questions and provide custom website analysis

    Author John Yunker will share key findings from the report and, if your company is included in the report, will share in-depth recommendations. If your website is not included in the report, he will review your website during the call, pointing out best practices and room for improvement. Every phone call is customized to the client's needs and may cover topics such as:

    • Insights into web globalization workflow and content management best practices
    • Questions to ask before selecting a localization vendor, CMS platform, or design firm
    • Emerging globalization trends within the travel and tourism industry, including languages, commerce, and cultural customization.

    Onsite presentations available

    Some clients elect to combine the presentation with onsite training and cross-team meetings. Over the year, John Yunker has presented at dozens of companies across three continents. Please contact us for more information.

    Companies that have purchased our web globalization reports over the years

    Panasonic
    FedEx
    Cisco
    3M
    eBay
    Philips

    About the Author

    John Yunker

    Since 2000, John Yunker has helped hundreds of companies improve their global content, websites and software. He authored the first book devoted to the emerging field of web globalization Beyond Borders, as well as the newest, Think Outside the Country. John speaks at numerous industry events, including Localization World, Internet Retailer, and the Unicode Conference and has been quoted on global topics in publications including The Wall Street Journal and The New York Times. He writes the popular web globalization blog Global by Design.

    The Web Globalization Report Card is a copyright of Byte Level Research LLC. Trademark pending.

    Think Outside the Country

    Founded in 2000, Byte Level Research was the first agency devoted to website and content globalization best practices. Over the years we have helped hundreds of companies improve their global content, websites and software through our reports, consulting, and training sessions.



    "Think Outside the Country" is a registered trademark of Byte Level Research.

    Questions?

    Contact John Yunker


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