Well, it turns out that Hotels.com is beginning to hone in on a very specific localization strategy. Their new motto, according to the article, is "to become more local than the locals." And they are certainly getting there. Listed below are some of the localization tactics they are starting to employ.
- Their websites are translated into several different languages with localized regional content.
- They are starting to encourage bookings in Asia via smartphones. Internet connections within different parts of Asia are surprisingly slow. Smartphones circumvent this problem. Many people in Asia are starting to perform functions on smartphones that they would not bother with on their computers, and Hotels.com is taking advantage of this opportunity to reach a wider customer base.
- They are starting to market to corporate travelers with a view toward smaller Asian businesses trying to get by in harsh economic times.
In the meantime, the Hotels.com website is much improved from when I last used it in Asia. There are clearly localization efforts taking place and I look forward to checking back to see what changes they make.
Click on the image to check out the Hotels.com website.
Cross-posted at More than Manuals.