Accor, Sofitel Hospitality Benefit from Localized Content Strategy
The EnVeritas Group’s European office has been really busy in 2011 with several new partners in the European hospitality Industry. After three years providing multilingual city guides to the Novotel and Mercure brands, part of Accor, the largest hospitality brand and the second largest hospitality group in Europe, EVG signed a deal with Sofitel. This project opens a brand new line of service within the Accor group. EVG now provides multilingual content management and optimization services for Sofitel, Accor’s luxury brand. EVG fully rewrites hotel descriptions in six languages as well as providing all the meta data for each rewritten page. Content marketing is a very powerful weapon for the hospitality industry and European hotel chains are now investing in the quality and the optimization of their editorial content. The deal with Sofitel was signed at the beginning of 2011 and since then an increasing amount of pure localization services have been requested by Sofitel as EVG really provides localization and in culture content recreation. Editorial content quality is key for customer loyalty and website stickiness, which is why Sofitel has decided to use EVG instead of a translation company that could not match Sofitel’s tone, style and quality requirements.
Last April, Frasers Hospitality decided to try the SEO and localization approach for 15 properties in Europe and the Middle East. EVG was the partner selected and now most of the properties have been rewritten and launched. Frasers Hospitality is a Singapore-based company leading the managed apartments market. Their website content will be available in up to four languages, with English and the local language rewritten and optimized in each case. The goal is to drive direct bookings and grow the organic search results on a long-term basis. Growing direct bookings also means greater margins for Frasers.
Content marketing is the most efficient and most sustainable SEO strategy. EVG can create and optimize content in more than 30 languages, which is an important factor why four of the five largest hospitality chains are working with the EnVeritas Group. Global companies need a performing and experienced content strategy partner to fully realize the potential of this global but deeply multicultural online market. EVG’s 12 years of experience creating and distributing well-optimized content is a great asset for many European brands and digital agencies that have realized the potentially infinite power of content marketing with a multilingual and multicultural approach.
Eric Ingrand
Director, Business Development
