International Tourism Marketing
In 2019, before the COVID-19 pandemic, a record 99.74 million Americans traveled outside the US, and while there spent more than 184 billion dollars.
Nearly 45 million of those Americans visited overseas destinations, along with 40 million who visited Mexico and 15 million who went to Canada.
To maximize sales of your international tourism products to audiences in New England and the USA, you need to have a strong, localized online presence in the New England and other US tourism markets now.
Localization and translation of websites and other advertising and promotional materials is a key strategy for success in international markets, especially when you‘re selling products or services:
- to precisely-targeted market segments, and/or
- for which customer relationship management is important.
Your website is a 24-hour-a-day salesperson for the services you're offering. It must be able to explain your offerings to cross-border prospects, and convince them to buy from you instead of one of your many competitors. To be effective, localization needs to be undertaken in close coordination with marketers "on the ground" in the target location. Like us.
ACRO Global can provide expert localization of your international website for the New England and US markets.
Localization and brandingProducts/services are branded for differentiation from competitors.
Copy, images and colors create the brand.
No one single choice of copy, images and colors is universally optimal; American cultural preferences must be recognized and accommodated.
Cultural considerationsLocal models and surroundings in images are viewed much more favorably than non-native models and surroundings.
Navigation conventions differ from market to market e.g., should the "NEXT" arrow point to the right or to the left?
Legal considerationsTax laws differ among markets.
Each country has its own laws with regard to marketing, advertising, credit, etc.
Standards considerationsHalf of the orders placed with U.S. e-commerce sites go unfilled as a result of order-processing failures (payment methods, currency conversions, or fulfillment problems).
Date and time conventions vary.
Payment methods vary.
Currency exchange rates are ever-changing.
Differing moral standards affect the acceptability of content and advertising.
The USA does not use the metric system to express weights, sizes or distances.
Linguistic considerationsThere are significant common-usage and idiomatic differences among English as spoken in the USA and English as spoken in the UK, Ireland, Canada, India and elsewhere.
Idioms and metaphors have to be rephrased to make sense in the target culture. This is true both in general, and as specific to the tourism industry: an American's “housekeeping unit” is a Brit's “self-catering accommodation.”
Or, if you have questions about International Marketing or Localization that we haven't answered:
Please use the form below to send them to me, and I'll get back to you shortly. Please complete all 3 form fields - thanks! - David