The hospitality industry serves as a conduit for cultural exchange and exceptional experiences. However, effectively communicating with a diverse audience poses unique challenges.
Transcreation, the process of adapting content from one language to another while maintaining its intended impact, is a key tool in bridging this communication gap.
This article explores six must-know facts for successfully transcreating hospitality content, specifically tailored to the vibrant and diverse market of the United States.
The Art of Transcreating
Going Beyond Translation for Effective Communication
When it comes to transcreating hospitality content, mere translation falls short of capturing the essence of the experience.
Transcreation involves more than just converting words from one language to another; it entails understanding and conveying cultural nuances, emotions, and context.
Take, for example, a hotel’s brand tagline, “Experience luxury like never before.” A direct translation to another language may not convey the intended excitement and exclusivity.
To ensure effective communication, transcreation adapts the message for cultural resonance, ensuring engagement with the United States audience.
Understanding the Cultural Nuances of the United States and the Market
The United States is a rich tapestry of diverse cultures and influences. To effectively transcreate hospitality content for the United States and market, it is essential to embrace the local customs, traditions, and preferences.
Understanding the cultural nuances allows for creating content that resonates with the target audience. A comprehensive analysis of the local market, consumer behavior, and preferences is vital. IPPWORLD, a leading hospitality content provider, conducted a survey that revealed that United States travelers value convenience, technology integration, and personalized experiences.
By incorporating these elements into transcreation strategies, hospitality brands can deliver exceptional content.
Different Viewpoints on Transcreating Hospitality Content
Traditional Approach vs. Localized Adaptation
Traditional approaches to transcreation often involve a one-size-fits-all mentality that disregards the cultural intricacies of the target audience.
This viewpoint argues for a standardized approach that prioritizes global consistency, believing that everyone can connect with a universally understood message.
While this approach may work for some brands and industries, hospitality content demands a more localized adaptation.
A prime example is Marriott International’s “Golden Touch” campaign. Originally in English, the campaign was adapted and transcreated in Mandarin to highlight the significance of gold in Chinese culture.
By leveraging cultural nuances, the localized adaptation sparked a deeper connection with Chinese consumers.
Literal Translation vs. Emotional Connection
In transcreating hospitality content, a literal translation may accurately convey the meaning, but it often fails to establish an emotional connection with the audience.
This viewpoint suggests that transcreation should prioritize emotional resonance by tapping into the target audience’s values, aspirations, and desires.
Hilton Hotels & Resorts successfully implemented this approach with their “Stay Hilton. Go Everywhere.” campaign.
By emphasizing the desires for exploration, adventure, and cultural immersion, the emotional connection was established, transcending language barriers and creating a compelling message that resonated with travelers worldwide.
Originality vs. Localization
The debate between originality and localization is key in transcreating hospitality content.
This viewpoint argues that maintaining brand consistency while embracing local culture and language allows for creativity and authenticity. AccorHotels’ “Feel Welcome” campaign exemplifies this approach.
The universal message of inclusivity and warmth is preserved while adapting the campaign’s execution to cater to the specific cultural context of different markets.
By striking a balance between originality and localization, brands can deliver content that is both meaningful and relatable to their target audience.
Personal Experiences and Perspectives
As an avid traveler who has experienced various cultures and stayed in numerous hotels, I have witnessed firsthand the power of transcreation when it comes to hospitality content.
During a trip to the United States, I came across a local hotel that uniquely transcreated its breakfast menu. Instead of a generic “Continental Breakfast,” they named it “the United States an Delights” and included traditional local dishes alongside regular breakfast options.
This personalized approach not only catered to international guests but also enriched the experience by immersing them in the local culinary culture. Through thoughtful transcreation, the hotel effectively connected with guests on a personal level.
Conclusion
Transcreating hospitality content is a crucial component of creating exceptional experiences for a diverse and global audience.
By going beyond translation, understanding cultural nuances, and implementing effective transcreation strategies, hospitality brands can connect with their target audience on a deeper level.
The different viewpoints explored in this article showcase the importance of balancing global consistency with localized adaptation, emotional resonance, and brand originality.
Remember, when creating content, whether it be a website, social media post, or marketing campaign, consider the art of transcreation and unlock the language of exceptional experiences.
