Overview
Developed multilingual website and content strategy for hospitality and tourism organisations, connecting brand experience to local market expectations across multiple languages and source markets. Delivered multilingual content strategy, CMS architecture with controlled translation workflows, localised SEO for organic discovery in priority markets, and a governance framework for maintaining content quality across language versions as offers and seasons change.
Who This Is For
Hotel chains, hospitality groups, national tourism organisations, or travel brands with operations across multiple countries and languages. Typically managing a website that is English-only or inconsistently translated - losing bookings and engagement from non-English markets despite operating properties in those regions.
The Challenge
The hospitality organisation operates properties across multiple markets but its digital presence does not reflect that reach. The website is primarily in English, with translations either absent, machine-generated, or inconsistently maintained. Potential guests in key source markets cannot find the property in their language through organic search. A multilingual website requires content strategy, information architecture, localised SEO, and an operational model for maintaining content across languages as properties, offers, and seasons change.
What We Propose
Multilingual Content Strategy - Strategy defining which markets to prioritise, what content to localise, and how to adapt brand voice and messaging for each market. Information Architecture - Site structure and navigation designed to work across languages with consistent user journeys. Multilingual SEO - Market-level keyword research, hreflang implementation, and content optimisation for organic visibility in priority source markets. CMS Configuration - Content management architecture enabling efficient multilingual publishing with translation workflows and governance. Localisation Operations - Translation workflow, vendor management, and quality assurance framework. Booking & Conversion Optimisation - Content and UX optimisation of the booking journey in each language.
Why It Matters
Market visibility - Organic discovery in source markets that are currently invisible through properly implemented multilingual SEO. Direct booking growth - A booking experience in local languages that converts the audience already arriving at the site. Brand consistency - A coherent brand experience across every language. Operational sustainability - A content model that maintains multilingual quality as offers, seasons, and properties change.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.