How Booking.com gets delivery of global marketing collateral three times faster

How Booking.com gets delivery of global marketing collateral three times faster

In collaboration with Booking.com, Capital ID provided a partner marketing and communication solution based on its ID manager platform. The platform is used worldwide and improves the efficiency of Booking.com’s translation process for the localization of offline partner marketing materials. In addition, it allows the local Booking.com offices to create marketing communication materials which meet the relevant quality standards. The platform furthermore enables the reuse of marketing content and sharing inspirational marketing content from other offices.

About Booking.com

Booking.com B.V., part of the Priceline Group (Nasdaq: PCLN), owns and operates Booking.com™, is the world leader in booking accommodation online. Each day, over 1,000,000 room nights are reserved on Booking.com. The Booking.com website and apps attract visitors from both the leisure and business sectors worldwide.

Truly international, Booking.com is available in more than 40 languages, and offers 968,291 active properties in 224 countries and territories.

A comprehensive process transformed to a user-friendly solution

Communication Specialist at Booking.com, Nienke Speet, is responsible for the project and is enthusiastic about the result.

‘We have met the challenge of offering around 2,500 users worldwide a straightforward and user-friendly system which allows everyone to fulfil his or her role even better.’

‘This improvement is mainly due to the optimization of the translation process, which allows a translator to carry out his or her job directly in the template and in the correct context. The translator can also see the end result of their work, making their work enjoyable as well as more efficient.

We were looking to collaborate with a party that understood how important scalability is for Booking.com. Our branches are now able to independently create material which satisfies our quality standards.’

Marketing content translations accelerated

The content translation is implemented as a flexible process, powered by ID managers workflow engine. The workflow allows to create a prefilled base template for translation, notify the translation teams and receive the translated items back for publication in a user friendly search, find and download area. To guarantee optimal quality, the marketing content is available for print or digital application. A boilerplate text, referring to the number of active properties, countries and so on, is synced just before a user downloads a piece of marketing content.

The fact that the process is transparent to all participants, user-friendly and task oriented, allowing translators to verify translations in the reserved areas in the template speeds up the entire process significantly.

Content managers can monitor the progress and the entire process on a single dashboard. Smart templates support 42 languages, including Arabic, Hebrew, Chinese to name just a few and can cope with left and right language determined alignment using the same template.

Always on brand

The platform includes as vast Image Bank, Management Reports and a full-swing Brand Asset Management solution suite. The templates used within the translation process are also available for local use.

The translation teams translate within context of the actual document and collaborate by inviting team members to review their work, or even delegate the translation if necessary. Using well designed, flexible templates, time is saved in creating or even re-using new designs made in InDesign.