global travel in the age of uber and airbnb
TRANSCRIPT
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Global Travel in the Age of Uber and AirbnbPhocuswright Conference November 15, 2016
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More nightly guests than Hilton Worldwide
More dollars expensed than on rental cars
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34,000 cities190 countries27 languages
493 cities70 countries
46 languages
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When faced with the choice of buying two similar products, I am more likely to purchase the one that has product information in my own language.
75% agree or strongly agree
Source: Common Sense Advisory
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Uber
Top 5 OTAs
Airbnb
Top 3 Car Rental Cos.
Top 5 Hotel Chains
Top 5 Airlines
Top 3 Cruise Lines
Top 5 DMOs 5
6
12
14
17
27
29
46
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$0.25 – $0.46 Per Word Per Language, Including Internal Costs
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Conventional Wisdom Data-Driven Approach
All or nothing Support languages opportunistically
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Where do we have hotels? Where do we fly?
Where do emerging travelers live?
How much disposable income do they have?
What are our competitors doing?
Should we spend $250,000 to add a language?
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Not all channels are created equal
Not all pages/screens are created equal
Largely precludes A/B testing
Surrenders the long tail to disruptive competitors
Should we spend $25,000 to test a language?
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Conventional Wisdom Data-Driven Approach
All or nothing Support languages opportunistically
Translation + editing + proofreading Vary workflow as appropriate
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Whatever device you’re on or wherever you are, we’re making flying a breeze. Visit Qantas on your smartphone or download the Qantas app on your tablet, your iPhone or Android phone. Book flights and hotels, check in^ and get useful travel information on your smartphone or tablet.
It costs $94 to translate 47 words into 10 languages…
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$70 + $24 Translation + Editing
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Whatever device you’re on or wherever you are, we’re making flying a breeze. Visit Qantas on your smartphone or download the Qantas app on your tablet, your iPhone or Android phone. Book flights and hotels, check in^ and get useful travel information on your smartphone or tablet. Also compatible with Apple Watch.
…and another $38 to translate 5 added words!
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$12 + $26 Translation + Editing
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Translated 65,000 strings (500,000 words)
Convinced that translation quality was “bad”
In-region marketers proofread every string
At a cost of $25,000…
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95.6% not changed at all1.5% changed by less than 5%Only 1.8% changed by at least 15%
…that’s $9 per change!
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Visual context availableLinguist rating
Edit distanceTranslation re-use
Time spent
String length
Spellcheck
Grammar checkPlaceholder use
Project type
Target locale Inline markup use
Glossary adherence
75+ data points
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Conventional Wisdom Data-Driven Approach
All or nothing Support languages opportunistically
Translation + editing + proofreading Vary workflow as appropriate
Translation is a cost center Translation is often a net positive
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20% – 35% Direct Channel Revenue from Call Centers
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$50,000 Bilingual Agent (Beijing, Shanghai, etc.)
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$20,000 Monolingual Agent (Hangzhou, Chongqing, etc.)
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Conventional Wisdom Data-Driven Approach
All or nothing Support languages opportunistically
Translation + editing + proofreading Vary workflow as appropriate
Translation is a cost center Translation is often a net positive
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$0.12 – $0.28 50–60% Reduced & Avoided Cost
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How Travel Brands Are Facing Global Translation ChallengesGet the trends report: Smartling.com/Phocuswright