From Words to Experiences: Why Translation Isn’t Enough

The hospitality industry has long operated under the assumption that translating marketing materials and product descriptions is sufficient to attract diverse international guests. However, as we explore deeper linguistic and cultural nuances, one thing becomes clear: hospitality products should not only be translated but also structured differently based on the audience’s language and cultural expectations.

This realization brings together two critical insights:

1. Language shapes not just messaging, but product composition itself. The way experiences are conveyed—and even the way they are bundled—depends on how different languages construct meaning, value, and emotion.
2. Different language groups expect different types of travel experiences. While Slavic-language markets (like Croatian) demand immersive, sensory-rich storytelling, English-speaking markets prefer clear benefit-driven offers, and German-speaking markets value structure, premium quality, and trust.

By merging these insights, we move from translation to transformation—redefining hospitality offerings based on the fundamental way different cultures perceive and experience travel.

Language Shapes Perception: Why Hospitality Products Should Be Different for Different Markets

Imagine offering a simple hospitality package—say, a seaside room with wellness amenities—to three different markets. The expectation is that we could simply translate the offer into Croatian, English, and German. However, this approach overlooks a crucial factor: each market conceptualizes the experience differently.

✅ For Croatian guests → The experience is a journey, a poetic connection to nature and culture. Rather than just a “wellness package,” they expect a story-driven immersion in local elements.
✅ For English-speaking guests → The experience should be direct, benefit-driven, and flexible. They want to know exactly what they are getting and how it improves their stay.
✅ For German-speaking guests → The experience should be structured, exclusive, and rooted in high-quality craftsmanship. The offer must convey trust, expertise, and premium value.

This means that even the composition of travel products should differ based on who they are being marketed to—not just the words used to describe them.

Hospitality Product Strategy: Merging Language-Specific Messaging & Product Composition

Through extensive research, we identified two key principles:

1. Hospitality messaging should align with the language’s cognitive and emotional framework. Croatian messages should be poetic and immersive, English messages should be clear and direct, and German messages should emphasize structure and reliability.
2. Hospitality products themselves should be different based on the language market. The same package won’t work across all languages—products must be designed from the ground up to reflect different guest expectations.

Here’s how these two principles combine in practice:

Example 1: Wellness & Relaxation Experience

• Croatian Product: Jadransko Buđenje – Prirodni Detox Retreat (Adriatic Awakening – Natural Detox Retreat) → Focuses on sea rituals, herbal elixirs, and mindful isolation.
• English Product: City-to-Sea Executive Reset → Designed for busy professionals, emphasizing luxury, efficiency, and work-life balance.
• German Product: Alpen-Adria Genussreise (Alpine-Adriatic Culinary Journey) → Premium slow-travel experience, focused on exclusive culinary traditions.

Example 2: Romantic Getaway

• Croatian Product: Tajna Morskog Mjeseca – Romantični Bijeg u Intimu Prirode (Secret of the Moonlit Sea – Romantic Escape into Nature’s Intimacy) → Secluded, intimate, nature-immersed storytelling.
• English Product: Luxury Sunset Escape – Seaside Romance & Private Dining → Clearly defined luxury experience, featuring private dining and premium accommodation.
• German Product: Exklusives Romantik-Wellnesspaket – Privatsauna & Gourmet-Dinner (Exclusive Romance Wellness Package – Private Sauna & Gourmet Dinner) → Premium, structured, high-trust offer.

A New Approach to Hospitality Marketing & Product Development

With this framework, hospitality brands can move beyond translation and towards true cultural adaptation:

✅ Step 1: Identify the Core Experience. What is the fundamental travel experience you are offering? Wellness? Adventure? Luxury? Romance?
✅ Step 2: Adapt the Experience for Different Language Markets. Design different product compositions for Croatian, English, and German-speaking guests, ensuring that the experience aligns with their expectations.
✅ Step 3: Customize the Messaging & Branding. Develop distinct marketing narratives that align with the cognitive and emotional structure of each language.
✅ Step 4: Implement & A/B Test Market-Specific Campaigns. Measure guest engagement, conversion rates, and feedback to refine offerings.

By embracing language-specific hospitality product design, tourism providers can enhance guest satisfaction, booking rates, and brand loyalty. The future of hospitality lies in creating culturally resonant travel experiences—built for the way different markets think, feel, and experience the world.

Final Thoughts: Moving from Translation to Transformation

The hospitality industry has long focused on translating experiences into different languages, but the next stage of evolution is clear: the products themselves must change to match different cultural and linguistic perspectives.

Instead of offering one experience with multiple translations, hotels, resorts, and tourism operators should design separate, tailored experiences based on the language and expectations of the market. This is not just marketing—it is fundamental product design.

For hospitality brands that wish to truly stand out, the message is clear: Don’t just translate—transform.

Would you like to explore how to apply this strategy to your hospitality business? Let’s start designing experiences that resonate on a deeper level.