Tag Archives: BABEL

The Royal Park Hotel in London now speaks German

Our first hotel under the BABEL Multilingual brand is now live in German. We are delighted to have delivered the German Version of the Royal Park Hotel’s website to the world, and we are now looking forward to the first direct reservations from the country.

www.theroyalpark.de

The Royal Park in London now speaks fluent German (and is learning French)

Massimilano Naspi, Head of Distribution for the Royal Park Hotel said:

We were attracted by BABEL Multilingual because it was an obvious – and risk free – way for us to increase our international exposure. We were impressed with both the quality of the work that was delivered, but also the ease with which both our website and our booking engine were translated and marketed from within Europe…

The end result is that we now truly have a fighting chance to get international reservations straight on our website, and away from the competition – however big or established they may be. I am very happy with this product.

Yannis Anastasakis, Director and owner of Electronic Hotelworks expressed his delight for the first BABEL Multilingual site becoming reality.

This is not an ordinary translation by any stretch of the imagination. As far as I am aware, our services are a world-first in multilingual website re-construction and international optimisation, as we bring together a unique blend of quality of work and an agency-like pricing model. This is a risk free product for hotels and I can’t imagine why anyone wouldn’t want to sell roomnights everywhere in the world through BABEL. It just makes sense.”

…”we are particularly proud that we seem to have achieved our aim to ensure that this is easy for the hotelier. Everything, from accessing the .com website files and re-building the website content, to picking up and translating rate-plans, room-types and hotel descriptions (as well as everything else that can be found on the booking engine) was done with great ease for them…
… for the hotelier, building an international BABEL site is proving to be a process that is much, much easier and simpler than building an original .com site – despite the very detailed work we have to do behind the scenes. And all this whilst creating excellent levels of incremental international exposure for the hotels. All this couldn’t have been done without some great partnerships with OBAN Multilingual and CookieBite.net so my sincere thanks to them too.”

“I am told that the team at the Royal Park were so happy with the delivery and execution of their German site, that they have now signed up for French to be developed for them as well.

For more information on BABEL Multilingual, please visit us at www.babelmultilingual.com, or have a look around at www.ehotelworks.com.

The BABEL Multilingual team.

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Filed under Cultural Optimisation, eCommerce, International, Marketing, Multilingual, Search Engine Optimisation

New Babel Multilingual Product designed to help hotels go to the world

After a lot of discussions, test, design and re-design, the two teams that have the understanding and resources to make a truly exciting and excellent product happen, have finally done it. I am delighted to announce that BABEL Multilingual, the new form of international e-commerce marketing for hotels, is now available for hoteliers to get… and if the conditions are right, we will do this for FREE… well, almost!

Almost a decade ago, when I first met with the guys from OBAN in a presentation they did at the Sussex Innovation Centre, I had one of these light-bulb moments. Whilst the rest of us were battling to convince hotels that spending some money with Google for some track-able advertising was a good idea (again, this was a decade ago and the market was very, very different) OBAN were talking to their blue chip clients about the end game. Proper internationalisation projects where everything is done on a per country basis, with thorough and creative local research techniques that would help identify what the search engine AND cultural requirements of each country were, and use all this information for home-grown websites, talking to each customer in his or her language, from within his or her country… why hadn’t I thought of that??!

OBAN and I hit it off right away. These guys were wondering why they had such success with global giants around the world (think BMW, governments and tourism departments of Holland, Spain, Abu Dhabi etc.), yet when it came to hotels, there seemed to be some barriers… We looked at it back then, and we pretty quickly figured it out. The level of sophistication required for boldly investing some serious money to gain a well-worth it international presence, seemed to be firmly in the court of the large chains – those with international presence in the first place. Any single hotel or small chain, which would typically invest under 10K a year on their entire website effort for their .com and .co.uk versions were very unlikely to invest with such commitment…

I immediately knew there was a gap in the market there… hotels are natural targets for foreign customers. And searches from other countries, in other languages will always yield… well… “other” results. An international version of a hotel’s website, living and growing within the target (source) country HAS to be a good thing to have. And having it sooner rather than later, HAS to be a good thing, as age is generally a factor that helps you with your organic listings extremely significantly. I know that if a hotel places a .de version of their website properly in Germany, they will have what is called “early entrant benefits” for many years to come.

There was definitely an opportunity there… Fast forward to today, and I am delighted to say that I genuinely believe we have come up with the answer.

How does it all work?

  • BABEL is a product where we take the hotel’s website and we re-construct it – using OBAN‘s awesome services – in foreign languages and for a foreign audience.
  • First we look at each hotel individually in terms of price, style and location. We then make a call on where we think there is an opportunity for them internationally (given existing AND projected international tourism trends).
  • Then we send the guys at OBAN‘s various international offices the hotel’s existing URL, and we ask them to evaluate if the website will work in that market.
  • Each of the international offices will then re-construct the website from within that country to match both the online behaviour of the guests (e.g. the terms they are using to find a hotel) but also their cultural requirements (I always have fun explaining to hoteliers why their website is going to be having slightly different colours for a Chinese version..).
  • The hotels typically approve any suggested changes right away and we crack on with buying the correct URLs, hosting a site locally (or simulating local hosting – depending on the market) and then fine-tuning the text.
  • We then get the booking engine sorted. Pre, post and confirmation e-mails – as well as modification and cancellation confirmations are translated alongside with room and hotel descriptions. The entire experience has to be strictly seamless.
  • We finally launch and we generate traffic and reservations from these countries.. and there is the kick. A hotel typically won’t have paid anything until that point. They are only asked to pay a commission on the value of the reservation, once the reservations start going through, and only for a period of time. When we have been paid for our work, the then established and well producing sites are returned to the hotels and the reservations from abroad become free!

The real excitement for me is that this has never been done before. Hotels paying on a CPA basis for an established, thorough and otherwise very expensive multilingual expansion and localisation service is a completely new thing – and seeing it move from a glint in my eye a few years ago to a real, working concept that generated revenues for the hotels – where they didn’t have anything before – is just extremely rewarding!

With thanks for reading – and don’t be shy to give us your feedback and thoughts.

Yannis Anastasakis
www.ehotelworks.com

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Filed under Conversions, eCommerce, Hotels, International, Multilingual, Search Engine Optimisation