Lost in Translation: Why Tourism Needs More Than Word-for-Word

Who doesn’t like to travel? If you know me in person, you know I love it. I enjoy exploring a city and living like a local, but I also appreciate the occasional all-inclusive holiday. Whatever the choice, one thing is certain: it all starts with research.

And as a linguist, I can’t help but notice the translations on hotel websites, brochures, and booking platforms. Literal, word-for-word translations often catch my eye. Do they stop me from booking? Not necessarily. But they do make me take the information with a pinch of salt — and for many potential customers, that doubt could mean a lost booking.

When Words Travel Badly

Tourism is about creating excitement and trust. A poor translation, however, can do the opposite. Here are some real-world examples:

• Italian → English: “Suggestive views”
  In Italian, “vista suggestiva” is poetic. In English, “suggestive” has an entirely different tone. Better: “scenic views” or “stunning views.”
• Spanish → English: “We dispose of free Wi-Fi.”
  Direct from “disponemos de Wi-Fi gratis.” In English, it sounds like the Wi-Fi is being thrown away. Correct: “Free Wi-Fi available.”
• French → English: “Charming house with hazards.”
  From “maison avec charme et cachet.” Cachet = character, not hazards. Correct: “Charming house full of character.”
• German → English: “Our restaurant offers fresh salad shootings.”
  From “frische Salatsprossen.” Sprossen = sprouts. Definitely not “shootings.” Correct: “Fresh salad sprouts.”

Culture Shapes Communication

Language is never just about words — it reflects culture. As Erin Meyer explains in The Culture Map, some cultures use abstract, poetic descriptions, while others prefer clear, concrete details.

For example:

• An Italian villa might be described as: “Immersed in poetry, where time stands still.”
• A British traveller may prefer: “Comfortable villa with Wi-Fi and air conditioning.”

Do You Translate Reviews?

In the age of TripAdvisor, Booking.com, and Google Reviews, customer feedback plays a decisive role. But are you translating reviews? A glowing five-star review in Italian, French, or Japanese might never influence your English-speaking visitors if it isn’t translated. Highlighting key reviews across languages can significantly boost credibility and bookings.

A Picture Worth a Thousand Words

Translation is about more than words — it’s about capturing the spirit of a place. Just as a photograph can instantly convey colour, culture, and atmosphere, the right words can transport your reader into the heart of a destination.

The Business Case for Professional Translation

According to CSA Research, 76% of online shoppers prefer buying products in their own language, and 40% will never buy from websites in other languages. In tourism, where experiences are emotional and trust is crucial, professional translation is not a luxury — it’s a necessity.

At TranslationsInLondon, we specialise in tourism and hospitality translations that go beyond literal wording. We adapt your message to your target audience’s culture, ensuring your property, tour, or service is presented with the clarity and appeal it deserves.

Final Thoughts

Tourism is about selling an experience. The wrong word can make that experience sound odd, untrustworthy, or even off-putting. The right translation, however, builds connection, trust, and excitement. And in a competitive industry, that can make all the difference.