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3/11/2014 Statistics and MICE researches

Italian Luxury Hotels do not “speak” Russian

Russian tourists
Russian tourists

Whatever the target is, business and leisure, it has to be conquered with the right words. And above all in the language of the visitor.

This is one of the main problems that emerged from a Confimprese Survey: many Italian hotels do not infact have a Russian website, but also in Chinese, Arabic or other fundamental languages for incoming. Giulio Gargiulo, Web marketing consultant for over ten years in Italy and Russia comments that even for Expo one must "sharpen" one's weapons to capture the inbound. The survet by the Centro Studi of Confimprese Turismo Italia reveals infact that, among the best 280 Italian hotels, only 48.2% of luxury hotels of our Country contains in its website indications and information in the Russian language (135 on 280 facilities taken into consideration).

From the same survey one can see, always for the Italian 5 stars, only 20.7% has a website in Chinese (58 on 280), 17.5% in Portughuese, 12.5% in Arabic, and only 5% in Japanese.

"It is not enough for the website to be simply translated in Russian; it is necessary to localise the website according to the same culture. This means creating design, communication and marketing ad hoc for the reference target. For example, in the Russian market, we have different methods for contacting the facility, the Russian tourist needs images that will captivate him in an adeguate way. It is thus necessary to show details of the hotel, of the rooms and of the facility that Italian or other Country's tourists would not consider. Russian tourists look for information, details, and exclusive services in quality and dedicated to them."


Statistics and MICE researches
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