Marriott International

BACKGROUND
Marriott International, Inc. is a leading worldwide hospitality company. Marriott has more than 2,600 lodging properties located in the United States and 63 other countries and territories.
CHALLENGES
Because most hotels draw their business from within a 250 mile radius of their property, many of Marriott’s individual hotels in local regions were requesting to offer their properties in the local language via the Internet. Marriott was interested in targeting these specific local markets, but wanted to find the best way to create localized sites and still maintain consistency in their branding and marketing. Therefore, they decided to localize these sites from a corporate level.
SOLUTIONS
Because the content was primarily marketing in nature, it was critical that the verbiage and tone of the localized version reflected the true intent of Marriott from the corporate level. Scribe Consulting’s first task was to develop a workflow system to facilitate working with both Marriott and their local in-country resources to build the translated web sites. Scribe Consulting utilized past translations as a style guide and then worked very closely with Marriott’s internal reviewers to ensure that the localized version reflected the corporate voice. Working within very restrictive deadlines, Scribe Consulting established strong linguistic teams that collaborated throughout the project about terminology and tone within the various projects. This ongoing communication was critical to the success of the project. Marriott’s legal department was concerned about the legality of the terms and conditions of certain promotions being offered through their sites. Scribe Consulting addressed these concerns by utilizing in-country legal resources, in addition to the linguistic teams, to ensure that these promotions were in compliance with local laws.
RESULTS
Each of these solutions provided for high quality translations that met very demanding timelines. Scribe Consulting was also able to respond effectively to the constant changes and updates requested by Marriott throughout the projects. Most importantly, these solutions resulted in fully localized web sites for the German, Japanese and Latin American Spanish markets. Marriott has been so pleased with the solutions provided that they are now localizing for their additional markets into French, Italian, Brazilian Portuguese, Korean, Simplified Chinese and Arabic.
“Marriott has been so pleased with the solutions provided that they are now localizing for their additional markets into French, Italian, Brazilian Portuguese, Korean, Simplified Chinese and Arabic.”