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Durban - When considering that only about 15% of the global population speaks English as a first or second language and that around three quarters of the content on the internet is in languages other than English, it is vital to understand and act on the cultural and linguistic diversity across the world when aiming to take the lead in the tourism industry, according to Dr Nico Nortjé, CEO of Language Inc.
He says linguistic ability has become a valuable asset for exceptional tourism marketing – both in terms of the content of marketing material and in the creation and upkeep of a relationship with the client.
The ability of staff to communicate with customers in their own languages is very vital if the industry wants to flourish as customer satisfaction – and consequent positive word of mouth and return visits – very much depends on the interaction between customer and service provider.
"We all know how a simple ‘hello, how are you’ in your mother tongue can bring a smile to your face when in a foreign country," he said.
Tourism is an information intensive industry in which organisations rely heavily on communication with tourists through various channels to market and promote their products and build customer relationships.
Many people still surmise that English is the universal language of business. Research will have it differently. Apparently most people around the world surf the internet in their mother tongue and a customer’s travel experience often begins online.
Nortjé says additional languages take a website and consequently its reach to the next level.
“Naturally you cannot accommodate the world’s 7 106 languages, but you can target certain countries based on your market research and then communicate to those prospective tourist markets in their own language,” he says.
“Companies can begin by not only translating their website, but by localising the content (making sure the content is also culturally relevant and respectful) to provide well-translated descriptions, reviews and localised payment options.”
The ideal, in his view, is to keep language in mind when employing staff, when developing marketing material and when conversing with guests.
