Translations.com Partner Content

Connecting effectively and cost-efficiently with travelers from emerging regions is a growing challenge for brands, especially as content marketing becomes a bigger factor in reaching global consumers.

To benefit from the massive wave of travelers out of China, brands must work harder to help guests navigate language, cultural and payment barriers — mobile tools are a great first step.

Gone are the days when travel brands could rely on English as the lingua franca of independent travelers. As more consumers worldwide embrace digital tools to plan and book trips abroad, brands must offer multiple language options along each stage of the process, or lose ground to OTAs.

Despite stalled growth in China, Brazil and Russia, a wave of newly middle-class travelers from the BRICs and beyond will start visiting international destinations in the coming decades — dwarfing the numbers we’ve seen thus far.