Emerging Markets in Travel: Localization Strategies in a Global Economy

Localization is about getting to know the market and acting within it. But first those markets need to be identified. Emerging markets have always been much hyped; the BRIC countries are a prime example. But how are they performing in travel? We think change is in the air, and with it come new opportunities for other countries. This paper – in cooperation with Transperfect – examines localization in travel, based on newly identified economic "emergers." After all, providing content tailored to users' preferences is the cornerstone of any successful business.