Overview
Created a multilingual website for a Nordic hospitality group hotel chain, connecting brand experience to local market expectations across multiple languages. Delivered multilingual content strategy, CMS architecture supporting controlled translation workflows, localised SEO for organic discovery in priority source markets, and a governance framework for maintaining content quality across language versions.
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, and the booking experience for non-English speakers is inferior.
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.
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.
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