Localize Your Global Flight Booking Software

By Author: Glenn Dean
Total Articles: 13

Advances in technology come at such a fast pace that it is not uncommon for many consumers to be purchasing the "latest" version of a product when there is already "buzz" regarding the next generation of the product coming out in less than a year. Keeping up with the latest technology can also be an important decision to keep your business competitive and running efficiently.

Centralized flight booking software with Live connections to airline content along with flexible business rules to manage the product offered customers is key for any online travel business. But launching a travel booking engine globally involves a lot more than multi-currency and multi-language capabilities. As many of those expanding into new markets quickly realize, there can be a huge difference between a "global" product which is generic enough to work in several markets verses a product that has been localized to meet a markets specific needs. It is not just the Language or currency that may vary by different countries may vary, so do many of the regulations regarding consumers and the disclosure of information during the selling process. For example, many countries require unique information be displayed in the sales process some may need access to specific local content to properly serve a market. These variables require flight booking software with a layout that can be quickly tailored to meet local requirements combined with access to critical local market content.

While simply translating an application into a new language may be a quick way of entering a new market, there can be some risk involved with this simple approach. Due to local nuances with Languages, your brand message may be unclear or miscommunicated if not translated correctly or localized to account for regional dialects. For example, the Portuguese spoken in Portugal is much different than in Brazil. The Spanish spoken Spain can be dramatically different than that used in Latin America. You may know by now that some things are described by using different words depending on the country. For example in most of the Spanish-speaking world, Strawberry translates to Fresa. However, this fruit is called frutilla in Argentina. When used in Mexico, Fresa describes a young person that is (acting) preppy and is used in a negative way. Mexican teenagers use it to describe the typical superficial, conceited, egocentric, and wealthy Mexican.

Flight booking software used in different markets needs to also provide for the ability to target certain customers or markets with specific marketing messages or special offers. The ability to quickly and easily target special offers by departure city or destination can be a critical tool needed to communicate where the best deals are or when a specific offer can be found. Some travel businesses even want to offer a discount to customers who book online and encourage bookings via this cost-effective channel. Or perhaps a lower the price based on the time of day or the day of the week booking is made. The possibilities are endless and your ideas should not be limited by the constraints of your flight booking software. Finding the right technology partner to help take your business global is important, finding a technology partner who understands the need to localize before you can globalize in even more important.