Many companies struggle to define what content should be translated into which language. Budgets are limited and resources must be well spent. Defining the ROI of translation becomes critical to strategic business planning. Measuring ROI can be challenging, yet data is the best tool to make any business case.
Starwood Hotels & Resorts identified an issue with the language support it provided for its global property content. As such, the company created a model to calculate the ROI of translation by market for each language supported. This presentation explains the ROI model Starwood used to evaluate the impact of translation and walk through the organization's journey of maximizing the guest experience across global properties.
Ora Solomon is an expert on globalization, translation and international management. She has helped dozens of companies build successful localization programs and supported her clients throughout the localization lifecycle, starting from strategy definition, objectives and KPIS setting, tool and vendor selection, localization project execution and measurement of ROI. Ora is currently Director of Globalization at Starwood, where she was hired to reassess the hospitality company’s globalization strategy. Prior to joining Starwood, Ora consulted on localization best practices for large companies such as American Express; before that, she spent 10 years running Operations and Sales for a localization services provider, Acclaro. Her early career was spent as an Economist and working at software startups.