Translation is essential to the survival of businesses in the travel and tourism industry. Especially now with the safety measures adopted to tackle the coronavirus emergency, travellers need to be fully aware of the restrictions in place in order to stay safe and to enjoy their holidays while respecting all the local guidelines.
 
The rise of the internet means companies now have the potential to connect with and attract a global audience. More people than ever book holidays, trips and tours online instead of going directly through travel agents. According to ISTAT, in 2018, 46% of Italians booked their trips online and only 6.6% booked through a travel agency.
 
Translating your website, marketing materials, tourist information and menus is vital if you want to entice customers from other countries, engage with them and ensure they enjoy their experience.
 
Whether your business is a hotel, restaurant, tour operator or museum, or if you’re putting on an event or food festival, translation has huge benefits for your business and your customers.

According to a Common Sense Advisory survey, 72.4% of consumers said they’d be more likely to buy a product if the information was in their language.
 
By translating your content into other languages, you can reach a wider audience and increase your profit. When you use the same terms and expressions as your target customers, they’re more likely to trust you and buy from you.
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As English is a widely spoken language and many European countries teach it at school, it’s easy to assume that most people understand English. But this isn’t always the case.
 
Translating your information helps customers feel included and shows you’ve thought about them.
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Whether it’s being able to read a menu or listen to an audio tour, the easier it is for your customers to engage with your experience, the more likely they are to enjoy it and recommend it to others.
 
To make sure you don’t lose out on sales, find out the most common languages your customers speak and cater for their needs.
 
As an example, at the last tourist attraction I visited in England, French and German translations were provided but they didn’t have the option to listen to the information in Italian. I speak English and French, but it's always easier to understand and more enjoyable to listen to a tour in your first language. If I’d have brought some family members with me that only speak Italian, they wouldn’t have been able to read or listen to anything.
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Translating your travel and tourism information also makes practical sense.
 
By translating directions, you’ll ensure people don’t get lost. By translating departure times and pick-up points, you’re helping customers arrive on time and preventing delays to your schedule. By translating your menus, you’re helping customers understand what’s in their food and preventing allergic reactions.
 

Google Translate, and other automated systems, often translate sentences literally, which can lead to misunderstandings and even cause offence.
 
Bad translations also look unprofessional and can affect your company’s reputation.
 
By using a professional translator, you can ensure your information is translated correctly, flows properly and is culturally sensitive.

Want your event, attraction or holiday destination to appeal to Italian tourists? I can help.
 
As an Italian translator, I’ll adapt your travel and tourism materials from English into Italian, ensuring they’re clear, grab attention and resonate with an Italian audience.
 
Whether you want to put your lesser-known holiday spot on the map or increase footfall at your event, translating your marketing materials is the key to connecting with new audiences and growing your business.
 
Get in touch for a free quote today.

Sports translation is becoming more important than ever as advances in technology and global tournaments, like the World Cup and the Olympics, mean sports attract fans from all over the world. Even remotely!
 
The ability to connect with these fans or engage a global audience of customers has become necessary to successfully run international sporting events, grow businesses and expand online sports retail stores.
 
And there’s no better way to connect with people than by speaking their own language.

Ensuring your sporting material and its specialist terminology is correctly translated into the local language will help it have its desired impact and build a rapport with your intended audience.
 
Translation also makes practical sense. The language used in exercise guides or instructions needs to be clear so people understand how to exercise correctly and don’t injure themselves! Including video demos or diagrams will also make instructions more universal.

• Translating word for word isn’t a good idea

 
When translating sporting terminology, be wary of using automated services like Google Translate. They often translate words or phrases literally, which can make sentences lose their sense or suggest words that are too formal, or not commonly used.
 
For example, in Italian a goal scorer is l’autore del gol. Translated literally into English, this would mean ‘author of the goal’. As this phrase sounds clunky, you would need a professional translator, who knows how the locals speak, to adapt the phrase appropriately. 
 
One distinctive style of penalty kick in football has many different names across the world. Some countries call it a Panenka, but in Italy it’s known as Il Cucchiaio and Cavadinha in Brazil. Again, a professional human translator would know which phrase the locals would understand. 

• The vocabulary of a sport is often from the country it originated in

 
Sporting terminology is often in the language of the country where it was created, so many terms don’t have direct counterparts in other languages. A translator would need to find a similar phrase in the local language that conveys the same meaning.
 
This is particularly true of common idiomatic sporting expressions like drop the ball, the gloves are off, get the ball rolling, par for the course, throwing in the towel and game set and match. These idioms are widely used and understood in England but may not have a direct equivalent in another language.
 
Similarly, in Italy, footballer Mario Balotelli is famous for his outlandish behaviour. So much so, a new Italian word has been created to describe gestures or behaviour similar to his: balotellata.
 
On the flip side of this, some sporting terms are adopted into other languages, so certain English words will also be used in Italian. A sports translator familiar with both languages will know which words to translate and which to leave as they are. 

• New sporting terminology is constantly being created

 
When new sports, exercises or fitness crazes are created, new terminology also needs to be created in multiple languages. Similarly, new sporting references are coined regularly and become popular worldwide. A famous example is the ‘Mobot’, the name for Mo Farah’s victory pose that he debuted during the 2012 Olympics.
 
Due to the ever-changing nature of sports, it’s important to use a translator who keeps up with sporting culture, language and rules to ensure you ace your sports translation!

Need your sporting materials translated? I can help.
 
I’ll adapt your materials from English into Italian to ensure any specialist terms and phrases are understood locally.
 
I’ve translated exercise manuals for large sports brands, such as Nike, automotive materials and I wrote blog posts about running. I’m a huge sports fan and am particularly passionate about basketball, yoga, swimming, tennis, football and the gym.
 
Get in touch for a free quote today.

If you want to successfully expand your business, products or services abroad, it’s important to have your marketing materials professionally translated into the local language.
 
It might be tempting to try to translate them using an automated service like Google Translate, but beware! Automated services often translate sentences literally, so they lose their meaning, or sometimes no longer make sense at all.
 
So, if you’re looking to increase sales and make a good impression in a new country, you should use a professional, human marketing translator.
 
Here are 4 reasons why:

When you’re trying to persuade a potential new audience to use your products or services, your copy needs to resonate with them emotionally. To do this successfully, you need to fully understand your target market, what makes them tick and their pain points that your products or services can solve.
 
Who better to help you connect with the locals than a native translator who already understands their language, customs, norms and behaviours?
 
Localised marketing translation will help you speak to your customers using exactly the same words and phrases they use. 

A professional translator will ensure your work flows well and that there’s nothing to distract the reader from the message you want to get across.
 
In order for your words to have their desired effect, it’s essential that the tone of the piece is also transferred across into the new language. Tone of voice is something that an automated translation machine can’t pick up on, but a professional marketing translator can. 
 
As some words and phrases can’t be literally translated into another language, a translator will pick up on the meaning of the phrase and find a way to convey it effectively in the local language. 

A professional marketing translator will ensure your marketing is completely suitable for its intended audience. As well as helping you avoid embarrassing spelling and grammar errors, they’ll prevent you from making cultural mistakes that could damage your brand’s reputation.
 
As one word can mean different things in different parts of a country, and jokes that are funny in one country aren’t funny in others, there’s a lot to think about when you’re entering a new marketplace.
 
By using a native translator who understands the humour and values of the local people, you can demonstrate respect for the culture of the country you’re entering and avoid causing offence. 

By going to the effort of translating the information about your products and services, you’re showing potential customers you care enough to speak to them in their language.
 
Translating your marketing materials makes it easier for your target market to understand what you’re about and helps them to trust you.
 
Once you’ve gained the trust of your new customer base, you’ll soon be on your way to global success!

I’ll adapt your marketing materials from English and French into Italian and ensure your company stands out in the Italian marketplace. As well as being a certified Italian translator, I also create marketing content for Italian businesses, so I know which persuasive techniques will help you connect with local customers and grow your business.
 
Check out my Italian translation services and get in touch for a free quote today.

Want to know more about doing business in Italy? Check out my blog on Italy’s consumer market.

Planning to expand your business into Italy or sell your products or services to an Italian market?
 
You may be wondering about the way of doing business in Italy and if it’s compatible with, or similar to, UK business culture.

Although there may be political instability in both countries, Italy and the UK have advanced economies, are well developed and have modern infrastructures. They’re both in the top 10 richest economies in the world.
 
Italy ranks 13th out of 50 in Commisceo Global’s list of the easiest economies to do business in, just below the UK which comes in at number 12.
 
This suggests both countries have relatively simple cultures for businesses to grow in.
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It’s quite easy to get to Italy from many UK airports and the time difference is only an hour ahead of the UK, so business hours are similar.
 
This means distances and time zones shouldn’t impede your ability to trade with Italy, speak to Italian clients or attend important meetings.

According to Hofstede Insights, a website that compares countries and their cultures, the value systems in Italy and the UK are similar. Both countries score closely on how ‘masculine’ they are, meaning they’re ‘highly success oriented and driven’. Hofstede Insights indicates that competition and achievement drive both societies and can instil these values into students from an early age.
 
This suggests ideas about success are similar in both countries, which should make growing your business and making business connections easier. But bear in mind that these comparison scores may not necessarily be true of every part of Italy and everybody in Italy.

Many clichés crop up around business etiquette in Italy. Some common ideas include that your business will be judged by your appearance, that the North is more direct than the South and that Italians prefer doing business with people they know. Whilst clichés usually have an element of truth to them, it doesn’t mean to say this is definitely the experience you’ll have when selling your products or services in Italy.
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Ultimately the key to successfully marketing your business in Italy is the same as it is in the UK.
 
The way you conduct yourself, whether you turn up to meetings on time and what you wear may play some part in your success (just as it would in the UK). But it all comes down to having good business ideas, your USP, if there’s a market for your products or services and how well you communicate with your customers.

Don’t focus on perceived cultural differences or stereotypes. Instead, do your own research into your target audience, finding out the problems they have and what makes them tick. Then, in your marketing materials, show them how your products and services will make their lives easier.
 
To make a connection with prospective Italian customers and influence their purchasing habits, you’ll need to speak their language, literally and metaphorically.
 
Using the same words and phrases your target market uses is a good place to start. To do this effectively, you’ll need to ask a professional Italian translator to translate your marketing materials, product information and business cards into Italian. A professional translator will convert your information into the local dialect and help you avoid any potential cultural stumbling blocks.
 
By translating your business and marketing information, you’re showing prospective customers you care about them. And respecting your customers is a huge part of successful business relationships, wherever you are in the world!
 
Want to know more about doing business in Italy? Check out my blog on Italy’s consumer market.