Brexit: translating change into opportunity
Tick tock tic tock! March 2019 is just a few months away. And regardless of the agreement reached, ALL sectors are going to be affected.
Are you ready?
If there was ever a time to start running a tight ship, it’s now. If you’re not happy with your website or your tech is outdated, change it now. In the first quarter of 2019 there’s going to be a deluge of businesses repackaging and remarketing their products to take into account new regulations and to continue to attract international business.
If you know you’re going to need marketing, technological, communications and translation support, source your suppliers in advance to ensure quality. Because when there’s a lot of work around, quality goes down as less professional operators turn to non-native freelancers, amateurs and even friends and family!
Perhaps in Spain, we’re most concerned about upcoming changes is tourism. At the World Travel Market 2018 this week in London it was the topic on everyone’s lips!
“[because] UK travellers account for around 21% of inbound revenues in Spain this year. If there is no deal on Brexit, the destination’s tourism incomes could reduce by around $747 million, around £573 million – of which the UK accounts for more than half.”
Caroline Bremner, head of travel and tourism research at Euromonitor International.
Big business is already underway making contingency plans for both and hard and soft Brexit. But the truth is that no-one really knows what is going to happen. After all, no-one was really expecting Brexit to get this far!
Now really is the time to sit down and work on your current business plan, your marketing, technology and future plans. So, let’s say you’re a tourism company, perhaps a hotel chain in Aragón, Zaragoza or throughout Spain.
What are some of your options?
1. Repackage. Have you ever seen how cruises put together their packages? There are options for groups, single travelers, service charges included, specialty restaurants included, excursions, WiFi, babysitting…you name it. Their booking systems are designed to allow people to pick and choose to their own design (like in McDonalds), and if someone wants to pay everything in advance so that they know the end price, they can.
In fact, bookings to All Inclusives are already up as holidaymakers look at ways to budget for 2019 and avoid paying more because of fluctuations in currency exchange rates. Also, customers are booking shorter stays, such as 10 days instead of 14.
So if you’re a hotel, start thinking of how you can make your booking system more flexible and of how to include add-ons so that people can for more services in the source country and have more peace of mind about the end price.
2. Expand your horizons. Yes, the UK accounts for a large amount of incoming tourism, but the middle classes in emerging economies have increasing spending power and this trend is only going to increase. In Spain, we’ve already seen an influx of tourism from the newer markets of China and Russia, and this is reflected in the translations in some companies websites, but generally not. And what about the other emerging tourism markets of Brazil, Indonesia and India?
3. Specialize. For the last decade marketing gurus have been preaching of the importance of finding a niche…or a tribe. So what are some of these niches?
4. Create Cross-Sector Collaborations To Offer Pre-Departure Cost Saving and Convenience
Whether you are a hotel wanting to offer more all-encompassing prices before departure for a range of different services or a Bluxury Tour Operator wanting to ensure your clients have a seamless experience from the moment they leave their house to the moment they arrive home, this requires careful coordination with operators in other sectors.
Also entire destinations now have the opportunity to create synergies between sectors to provide advance paid smart cards offering access to a whole range of services and attractions. Take a look at the London Pass or the IAmsterdam card or the Valencia Tourist Card. What’s more smart technology couldn’t have come at a better time. This 2017 thesis explains how and where these are currently used and explains the benefits and factors to take into account. It is a wonderful resource for destination managers and tourism boards.
Whatever strategies you decide to go with, as always, the first company/ destination to implement them has first-mover advantage. And, if poorly managed, this could destroy your brand. Quality has been the leitmotiv of the tourism industry and now this is more important than ever.
So when you’re preparing your new marketing materials, make sure you have the very best support teams. At Acantho, we have experience in translating millions of words for destination management companies, tourism companies, hotel chains and local governments.
And don’t forget, it’s useless to pay thousands to marketing specialists to craft your message using the latest neuromarketing techniques if you don’t use professional translators.
And here at Acantho, we’re ready to help with our inhouse team of excellent project managers (all of whom are professional translators and understand the importance of quality) and our team of tried and tested native freelance translators and proofreaders who will ensure your message is translated with the utmost care to ensure you stride confidently into the future.