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12/05/2014 Statistics and MICE researches

Italian five stars, fail in foreign languages

Hotel reception
Hotel reception

Italian luxury hotels deserve a fail in foreign languages. Half of the best Italian 5 stars, in fact, does not have on its website a version in Russian, Chinese, Arabic, Japanese and Portoguese languages. 

The problem arises from a survey carried out by Centro Studi di Confimprese Turismo Italia on the best 280 Italian hotels. Yet, the "missing" languages from the websites represent some of the fundamental markets for Italian tourism, for leisure but above all business. Some, such as Russian and Japanese, are traditionally reference targets of Italian luxury hotels, but others such as Chinese, Portuguese and Arabic are segments of the market which are in increasing expansion.

So much so, 47,8% of the facilitie taken into consideration do not have on their websites any of these five languages. From the survey emerges that only 48,2% (135 facilities of the 280 examined) of luxury hotels in Italy has on its website information and direction in the Russian language, a lower percentage on the other hand, regarding the Chinese language present only in 20,7% of hotels (58 on 280). Only 17,5% of the Italian 5 star communicates with its potential Portuguese clients, the languages of Brasil, emerging Country with great potential as far as incoming tourism is concerned. 12,5% of the hotels inserted in the research by Confimprese Turismo has Arabic references, whereas the least common language is Japanese, present only on 5% of the best Italian hotels. Only 8,6% of facilities examined offers descriptions on its website in all five languages. 

As far as excellencies are concerned, on the other hand, the Lombard and Lazio hotels are the best in terms of a multilanguage offer

"The data obtained by the Centro Studi di Confimprese Turismo Italia reveal some delays in our best receptive facilities. Addressing a specific clientele through its own language can help better the quality of the service and, why not, contribute in increasing bookings, presence and positive feedback", explains Giuseppe Sarnella, President of Confimprese Turismo Italia.


Statistics and MICE researches
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