Travel translation includes translation of web sites and marketing materials. Web content that is selling travel products must be customized according to the desires and requirements of the targeted users. It is a tough challenge because travel companies are essentially selling an intangible experience, and they need to put an exciting and pleasant description to attract the attention of a prospective buyer and lead him/her to buy the product.
It is an even bigger challenge to reach out to buyers who come from different countries and cultures. If you have a travel company that is selling vacations in the UK, to customers in China and France you would have to customize your content according to what people from each of these countries would specifically look for. For example, the Chinese may be interested in knowing about the country’s history, but they are more focused on shopping because they can buy products which are considered luxurious in their own country and hence expensive, for a significantly lower price in the UK. Furthermore promoting cultural events to the Chinese would not work because they would not understand the cultural references and in many cases the language, hence would end up disappointed.
So when you are getting travel translation make sure that it is done by an experienced native translator and your content is not translated but also localized.