NEWS YOU CAN USE — TECHNOLOGY NEWS
TECHNOLOGY NEWS YOU CAN USE
Website translation specialist SDL has established industry-specific platforms for eight sectors, including travel and hospitality. The Anglo-US firm, which
counts GTA, Kuoni, Best Western, Accor and Thomas Cook among its travel customers, says the new platforms will help it cater for different sectors’ needs. Kirsty Waller, SDL’s marketing
vice-president for language, said travel firms increasingly have to make sure they communicate with their customers in the right way. She said the rise of the ‘silent
consumer’ – those who book without talking to a human – made translation critical. And she said the increasing
proliferation of customer reviews
also meant companies needed to translate ever-increasing volumes of content. “Having local language content
available for today’s silent traveller is increasingly important so they can engage,” said Waller. “That’s one reason why we are seeing travel companies really prioritising language. They want to connect with consumers and travellers.
“In the past they would have
had local agencies to do that. “But today you have consumers
who are no longer going in to travel agencies and are doing everything online.
in association with
Translation specialist SDL creates platform for travel and tourism sector Lee Hayhurst
“The second big trend is most
travel portals and websites provide the ability to leave feedback, and that information can be left in multiple languages. “We are providing the ability for consumers to communicate with each other. Machine translation is a fantastic way to do that.” Waller warned that machine
translation was not a replacement for human translation but a tool that can help deal with the huge volumes of content. “There simply are not enough
translators, and they can’t do it in the timescales needed,” she said.
sdl.com
36 •
travelweekly.co.uk — 23 April 2015
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