Tag Archives: Internationalisation

China is now the world’s largest smartphone market

Recently, I have been asked by sevearal hoteliers to build Chinese versions of their websites.

Given our rather unusual performance-related payment model, I have been doing some digging around, to find out more on the potential of growth from that particular market. A few days of research, and a visit to the excellent 1st International Digital Forum, I am delighted to report that it is mostly impressive news.

I was prompted to write about the Chinese market when the BBC reported yesterday that the Chinese smartphone market finally caught up, and even overtook (by some 1 million devices sold) the USA market last quarter. This is obviously a significant milestone, and one to which we should be paying attention. The smartphone market is both extremely young, extremely fast growing and extremely significant in every measurable way. For many, it represents the future of not only computing, but the internet as well. And that means the Western world is left in an “interesting” place…

When Neil Mawston, Executive Director of Strategy Analytics, was asked to comment on the news that the smartphone market of China is now bigger than that of the US, he said:

“China has become a large and growing market that no hardware vendor, component maker or content developer can afford to ignore”.

Source: BBC.co.uk

If hoteliers are to compete for internet business from China, they have to roll up their sleeves and get to work!

The internet for the Chinese people is dominated by a company called Baidu – pretty much as Google and Facebook dominate the markets here. Given the size of the internet market over there, and the pace of growth of Baidu (in multiple markets), one cannot conceive to look at the Chinese audiences without looking at what Baidu does.

The company has been on the news a lot lately. It launched back in September Baidu Yi – its own version of mobile operating system (like Google has Android over here), which will do everything that Android does, with some nice iPhone iOS-like add-ons. Also, Baidu has also just announced its partnership with Dell, for Dell to run Baidu Yi on their mobile devices sold in China.

Looking a little further, we see Alibaba (one of the world’s biggest internet conglomerates) launching its own mobile OS in Chinese, found on their own K-Touch mobile smartphone, whilst every other mobile phone provider is making up their minds on how to enter the market.

In fact, only two days ago the US Agriculture secretary visited China to boost trade agreements between the two countries, and Japan announced the merger of its Osaka and Tokyo exchanges in a bid to compete with China.

It seems to me that everyone knows where growth is set to take place. The importance of the Chinese market is now more prevalent than ever, and the trend will not be changing any time soon. Whilst most of the western international markets are at a plateau – or even spectacularly declining (like the economy of my home-country), the words “boom”,”growth” and “development” seem to be permanently associated with the extraordinary economy of China.

The “leap” from a growing economy of billions of inhabitants to a source market that potentially generates additional travellers to our hotels does not require a particularly strong imagination. Where there is boom, there is money; and where there is money, there is a potential source market.

With travel restrictions having been greatly lifted, the Chinese are now allowed to book their flights and accommodation pretty much as the rest of us do. Hence, there is a growing potential in this vast, exploding source market. Although traditions and habits will probably need some time before they start tentatively changing, a tentative change in the Chinese travel patterns, is a tsunami of change for the rest of us.

Every additional 1% of the Chinese people that book their holidays or business trips over here, will represent 14 million additional travellers. That is very nearly one Chinese person for every international tourist that has visited London in 2010!

This is the time for hoteliers to look East and see an opportunity for growth. It is for that reason that I currently strongly suggest to all my clients to consider not only building a new website in Chinese; I also prompt them to ensure they are working with a booking engine that has embraced the mobile internet space – preferably through an app-like booking environment.

With thanks for reading,

Yannis Anastasakis
CEO
BABEL Multilingual

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If you are interested in seeing some examples of our work in Chinese website re-building, please just visit us here.

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

The Arch Hotel in London now speaks fluent German

We are delighted to announce that eHotelworks have now created a truly exciting opportunity for one of its newest hotel clients, The Arch Hotel in London.

The Arch Hotel London .de

The Arch Hotel now speaks very fluent German, and can be found in Germany

The Arch is no ordinary hotel. 88 wonderful rooms, excellent public spaces and meeting rooms, and a genuinely impressive record of looking after guests. With the property being open for just over a year now, the Trip Advisor reviews are placing it firmly on the top of London’s elite hotels.

Earlier this year, the Arch joined eHotelworks in being part of BABEL Multilingual, a revolutionary opportunity for a select list of hotels to compete with online travel agencies for reservations from abroad coming directly to their own website.

Yannis Anastasakis, eHotelworks’ CEO, commenting on this opportunity said:

Unlike every other translation that you see hotels undertake, this property had the chance to get its first international language created through our BABEL Multilingual solution. That definitely means no ordinary translations! Using Oban Multilingual‘s extensive experience in cross-country on-line traffic and in creating content and designs that are both search engine and culturally optimised, TheArchLondon.de is enjoying a locally-focused presence in Germany, and is already well on its way in getting significant international exposure for the hotel.

Through the Babel Multilingual product, the Arch had its current official website re-built – rather than translated. Respecting the look and feel of the original pages, the content of the English pages was re-created from scratch to match the terms that German people use when searching online.

The end result is that the new website was made to be search engine friendly – which brings more visitors – but also consistent with the online habits of German visitors. With the right kind of promotion in Google.de, the Arch will have a great opportunity to compete directly with the likes of Hotels.de, and LastMinute.de – who so far had very little online competition from independent hotels for cross-country traffic.”

The Arch Hotel London's German Website

Possibly the most exciting element of the Babel Multilingual product, is that hotels receive the service of their international page re-construction without any up-front costs.

Uniquely, eHotelworks offers the entire range of content and url research, website hosting, website re-construction, cultural optimisation and localisation on a Cost Per Acquisition (CPA) basis. Hotels are charged a commission on incremental reservations only when the international websites have generated reservations for the hotels.

To find out more about potentially getting your hotel’s website re-constructed without up-front costs, you can contact us here.

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Filed under Cultural Optimisation, eCommerce, Hotels, International, Marketing, Multilingual, Sales Strategies, Search Engine Optimisation