Removing Language and Cultural Barriers in Tourism

@audioconexus

SERVING THE WORLD – LANGUAGE AND CULTURAL BARRIERS

We break down language and cultural barriers because your stories are worth telling

The most prolific language speaker on record was recorded as Emil Krebs (1867–1930), a German who mastered 68 languages and studied a further 120.

The most prolific language speaker on record was recorded as Emil Krebs (1867–1930), a German who mastered 68 languages and studied a further 120.

hiredWe all wish we could hire emil

krebs

“But it ain’t gonna happen”

Millions of international travelers arrive in the United States every month looking for things to see and do.

Millions of international travelers arrive in the United States every month looking for things to do and see.

With many travelers speaking little

or no English at all

Lonely Planet U.S. Travel Editor Robert Reid

“A traveler’s “whole trip will be changed” when his or her scope of communication expands beyond “the taxi driver and the guest house owner,” with or without a linguistic leg up from a device.”

LANGUAGES

Announced that 2010 saw:

59.8 millioninternational travelers

spending $134.4 billion, +10% over the same period in 2009

Mexico +2%

Japan +16%

Germany +2%France +11%

Brazil +34%

South Korea +49%

China +55%

SNAPSHOT: International visitation growth from key foreign language markets in 2010

Italy +11%

Year0

10

20

30

40

50

60

70

80

90

55

6063.4

6770.6

76

82.9

2009 2010 2011 2012 2013 2014 2015

Arrivals in Millions

International Visitors to the U.S. and Projections

U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada. Forecast: October 2010.

The biggest demographic trend of the 21st century is the growth of the Hispanic Market

The biggest demographic trend of the 21st century is the growth of the Hispanic Market

16% of the U.S. population

today (nearly 50 million)

The biggest demographic trend of the 21st century is the growth of the Hispanic Market

16% of the U.S. population

today (nearly 50 million)

64% of Hispanics more likely to purchase if advertised in Spanish

78% of Hispanics want to be marketed to as Hispanics

LESSON 101

People who speak English as a second language may not clearly understand what you are saying

(and)

Let’s face it...This is never going to happen

Harbor Tours

Or this:

Bob studies the Spanish Language Script for the 2 hour tour

ARE WE ANGLOCENTRIC?

"If you understand English, press 1. If you do not understand English,

press 2."

ARE WE ANGLCENTRIC?

"If you understand English, press 1. If you do not understand English,

press 2."

Hacker

COMPLEXITY OF LANGUAGE

It’s about what you say and “how you say it”

COMPLEXITY OF LANGUAGE

“You are invited to take advantage of the

chambermaid.”

A sign in a Japanese hotel.

COMPLEXITY OF LANGUAGE

“You are invited to take advantage of the

chambermaid.”

A sign in a Japanese hotel.

COMPLEXITY OF LANGUAGE

So what are the options?

WeHarness the power of storytellingto drive strategic growth.

WeHarness the power of storytellingto drive strategic growth.

BUT REMEMBER

Cultural Sensitivity Coors had its slogan, "Turn it loose," translated into Spanish, where it became "Suffer from diarrhoea."

So what is multilingual tour entertainment?

YOUR MARKET

YOU

YOUR MARKET

YOU

YOUR COMPETITION

{ }BREAKING DOWN language barriers

YOU

YOUR COMPETITION

YOU

DIFFERENTIATEYOU

BECAUSE

we are hard-wired to notice differencerather than sameness

soYOU

soYOU

Storytelling is the essence of the human experience

Storytelling is the essence of the human experience

“When Capital Cruises provided us with a taste of the experience in Korean on their vessel during a recent familiarization tour, we immediately recognized the value it brings our guests.”

Park, Ji-Young, HanaTour Service Inc.

YOU

Domestic Foreign

Language Markets

International Tour Wholesal

ers

Foreign Language Travelers

ThemedTours

Receptive Operators

RECAP

DifferentiateStand Out From the Crowd

Culture MattersSo Does Cultural Sensitivity

Break Down Language Barriers =+ Market Share and Revenue

Tourism GrowthTap into Foreign Language Markets

THANKS!

@audioconexus

AudioConexus Inc. www.audioconexus.com

PHOTOS

Flickr/Cultural understanding/Frereike Van BreeFlickr/Foreign Language/Rudolf AmmannWikipedia/Emil Krebs/Wikimedia CommonsFlickr/Posing in front of the Cube/Michael MulveyFlickr/Playmobils of the World/ fdecomiteFlickr/Brasshouse Language Centre - Sheepcote Street - sign - formerly the South Staffordshire Waterworks Co/Ell BrownFlickr/Interpretation/Daquella ManeraFlickr/We speak your language/Slater GordonFlickr/Hours and languages/David PatrickFlickr/Hispanic Day Parade 2010/Jose OquendoFlickr/thank you note for every language/ woodley wonderworksFlickr/Chicago Architecture Foundation River Cruise Tour Map/Clair HFlickr/Perplexed Pat/ZinaloracFlickr/please open door slowly/Bruce TurnerFlickr/Tiger/Keith Roper

WEBSITES

FLICKR.COMWIKIMEDIA.COMISTOCKPHOTO.COM

VIDEOYouTube/Language Barrier/Berlitz

QUOTESSlide 7 - Quote from Lonely Planet U.S. Travel Editor Robert ReidSlide 35 – Fritz Perls, Psychiatrist and Psychotherapist

THANKSA Special Thanks to the Passenger Vessel Association for inviting us to participate and lead a roundtable discussion on “Serving the World – Language and Cultural Barriers”

PVA Annual Convention at MariTrends 2011 in St. Louis, Missouri

CREDITS

Muriel Rukeyser, American Poet and Political Activist

“The universe is made up of stories. Not atoms.”