International Business Strategies

‘Cultural Fluency’ Helps Hoteliers Win in Global Markets

Success in international markets requires businesses to “go local” with their promotions, messaging and more.

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February 07, 2017


Companies in the hospitality industry need more than mere website translation to resonantly compete in global markets, according to a recent story published in Hotel Business.

MotionPoint’s platform, which empowers businesses to serve online consumers using “cultural fluency,” was showcased in the feature.

Hospitality customers expect a level of service that illustrates fluency not only in language, but in locally-preferred verbiage, and messaging that connects with their unique concerns. Businesses that overlook these regional nuances can unwittingly alienate consumers.

MotionPoint’s technologies can be used to leverage this cultural fluency through optimized online user experiences, the Hotel Business story said.

“Generally, when we win new business in the travel sector, we’re highlighting how much additional cost there is and how much slower they are in reacting to changes to their core market website and reflecting that into other markets,” explained Charles Whiteman, MotionPoint’s SVP of Client Services, who was interviewed for the story. “The problem we solve is just the same.”

MotionPoint serves numerous hospitality clients, including Best Western, Extended Stay America, InterContinental Hotel Group, Karisma Hotels & Resorts, Wyndham Hotel Group and more.

Read the full story—and discover three ways to smartly leverage cultural fluency in global markets—at Hotel Business.

Last updated on February 07, 2017

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