Aleksandra Lazar: Hotels that communicate in the language of the market get more bookings

According to official data, the share of foreign guests in the total number of overnight stays regularly exceeds 85% in July and August, while in some coastal destinations this share reaches 90 to 95%.

The most common tourists are from Germany, which is far ahead with over 3,1 million arrivals and more than 21 million overnight stays. Followed by guests from Slovenia, Austria, Poland and the Czech Republic, which traditionally occupy high positions thanks to their proximity, ease of access and long-standing attachment to the Croatian coast.

This structure clearly shows how sales and communication for the main part of the summer season, especially for hoteliers, focuses on foreign markets. 

The logical question is how to communicate to each market separately? 

Because every country has its own language, culture and way of life, knowing what and how to communicate to each target market becomes crucial. In tourism, the first impression is not created when a guest arrives, but much earlier - in the dreaming phase, or by communication on the website, in a digital campaign, social networks, through an ad or brochure.

The "dreaming phase" defines the initial phase of tourist decision-making, when the potential guest does not yet know where he wants to go, but is exposed to content that stimulates imagination, emotions and the desire to travel. At that stage, visual and narrative appeal play a key role; pictures, stories, video content, advertisements, websites of destinations or hotels, which do not sell a specific package, but an emotion, an idea, a visualization or a dream", she pointed out Aleksandra Lazar from the company Alpha translations doo with whom I spoke about the importance of translation localization in communication towards foreign markets in the tourism sector. 

If that first "digital encounter" leaves an impression, the guest moves on to the next phase: research and planning.

That is why investing in accurate translation localization for each market is a direct investment in the competitiveness of the destination or hotel brand. It's not just about the language, but about the experience in a language that the guest understands: literally and culturally. It is also the first step in the entire chain that ends with successful direct sales.

"Localization in tourism means adapting language, context, and cultural nuances to the target audience. This involves not only correct translation, but also understanding cultural references, market expectations, local expressions and word meanings, and specific consumer behaviors. For example, what appeals to a Dutch guest may not resonate with a guest from Germany. Not because they don't understand the words, but because they don't mean the same thing to them.", explains Lazar.

Automatic translation in tourism, unfortunately, is not uncommon.

Every year we witness numerous examples of poor translations, from menus to advertisements, which are often shared and ridiculed on social media. In a serious tourism business, there is no excuse for this. It is not just a linguistic error, but a direct loss of trust, professionalism and, ultimately, revenue.

"We know how difficult it is to get a user's attention these days, and it's even harder to keep it. If a visitor encounters the wrong tone, wrong meaning, or a funny translation in the first sentence, then everything falls apart in a matter of seconds. We lose not only the click, but also the opportunity to build a relationship, trust, and, most importantly, a conversion.", warns Lazar. 

With the expansion of AI tools and the increasing availability of automatic translations, such solutions are becoming almost inevitable in digital communication. However, as Lazar points out, tourism requires authentic communication, and this cannot be automated, adding that it is precisely because of the increase in superficial and impersonal communication that serious companies are increasingly aware of the need for professional localizations.

"Generic AI translations do not pose a threat. On the contrary, more and more serious clients are turning to us because they are aware that there is no compromise with reputation. Generic AI translations cannot convey the brand tone, communication style or cultural nuances that often make a difference. A correctly translated menu usually goes unnoticed because it is taken for granted. However, a wrong translation very easily becomes viral content, not as a promotional tool, but as an example of bad practice. And our clients are aware of this. That is precisely why, despite the ubiquity of AI solutions, we are seeing an increase in inquiries for professional localization because serious companies do not want to risk their reputation with a bad interpretation."

This is especially important for hotels that primarily rely on foreign markets. If the first impression - a website, brochure, program title or accommodation description - is based on automatic translation, then the perception of professionalism and authenticity becomes superficial. In a world where the first impression is digital, localization is differentiation.

Up to +42% CTR with localized translation: hoteliers increasingly choose localized Google campaigns

Many hotels and tourism entities invest in digital marketing, but they often neglect one of the key success factors - ad language, emphasizes Lazar. 

"The quality of a campaign depends not only on the visuals and budget, but also on whether the ad uses the right terminology and emotion. Generic translations often sound cold, imprecise, or just plain wrong.For a travel agency, we localized an ad into Slovenian. The original translation was accurate, but the title didn't 'tell the story'. We proposed two versions adapted to the language and tone of the target market. As a result, the campaign's CTR increased by 42%. It wasn't just a language correction, but a communication adjustment that created emotion and clicks. That's why we treat localization as a tool for growth, not just as a service. A campaign that doesn't speak the language of its market will have a hard time achieving the desired results, regardless of all other optimizations. That's why larger hoteliers are increasingly running localized Google campaigns, especially since they have databases, rather than one campaign for all regions in a country.", points out Lazar.

"Your Adriatic weekend and you" or "Your weekend on the Adriatic"

Every culture has its own expectations in communication. Adapted communication is not just about translating words, but also about understanding the way the target audience receives and evaluates messages. As we have different markets, we must develop different communication approaches.

"Italian guests often prefer warm tones, rich and picturesque language, as well as visually rich presentation. On the other hand, the German market values ​​precision, clarity and accurate information.", explains Lazar.

But localization is not just a matter of words, it also involves visual communication. Linguistic adaptation must be aligned with the visual identity to ensure that the message is clear, effective and appealing to the target audience.Younger audiences respond better to dynamic design, storytelling through images and contemporary aesthetics, while older users prefer clear information, legible fonts and a well-arranged content layout. That's why professional localization often includes DTP services (desktop publishing), customization of layout, layout and typography in the target language."

In addition to cultural differences, it is important to consider generational differences. The style, tone, and form of communication are not universal. "Younger audiences (20–35 years old) respond to a more relaxed tone, shorter messages, and the presence of elements from everyday digital communication. For example, a promotional message for them might read: 'Book now, beach later!'" On the other hand, older guests (50+) value a more traditional tone, information, and formal structure. For them, an example like: "Enjoy an elegant vacation at our five-star hotel", says Lazar.

These differences in expectations are clearly visible in the language - literally. The seemingly simple decision to use pronouns "you" or "you" can have a strong impact on brand experience.

"Take the slogan 'Dein Adria-Wochenende & du' for example. The literal translation 'Your Adriatic weekend and you' sounds unnatural in Croatian - not only grammatically, but also stylistically. Much more natural and appropriate would be: 'Your Adriatic weekend' for a younger, informal audience, or 'Your vacation on the Adriatic' for a more luxurious, serious tone., explains Lazar. It is precisely such linguistic nuances that shape trust, perceptions of professionalism, and ultimately the decision to book.

More than translation, more than service: localization is hotel differentiation in the market

In an era where guests increasingly get their first impression of a hotel digitally - through an ad, website or description on an OTA platform, the issue of language and tone of communication becomes a question of positioning. In this context, localization is no longer a technical service, but a strategic tool that makes the difference between a booking and a missed opportunity.

Localization is what gives a message meaning, cultural nuance, and emotional authenticity. It is the level of communication where a guest recognizes themselves, not because the text is translated, but because it is written for them. This is especially important in the hospitality industry, where it is not just a room that is being sold, but an experience, a brand tone, and trust.

"At Alpha Translations, we do not see localization as an addition, but as an integral part of the brand. We approach each project by understanding the bigger picture, from the hotel's identity to its target audience and market expectations. We do not only offer text translation, but we build partner communication that is precise, emotionally relevant and culturally aligned.

Our clients are mainly serious hotels, tourist boards and agencies who know that in modern tourism it is no longer enough to just translate content. This is especially true in segments such as luxury, MICE and gastro tourism, where every word must convey emotion and experience. That is why localization is increasingly becoming not just a means of communication, but a concrete sales tool and an integral part of the differentiation strategy in the market.", concludes Lazar.

You choose the market. And they translate - professionally, precisely and with understanding.

Because in tourism, you don't sell text, you sell a feeling. And a feeling begins with words that the guest understands, not only linguistically, but also culturally. This is precisely where the difference between informing and inspiring, between the translated and the truly experienced, begins.

If you want translation localization that will not only get your message across, but also build trust and increase sales - please contact me Alpha translations for more information.

Content created in collaboration with Alpha Translations in accordance with the highest professional standards.