Royal Caribbean

Background

Steady increases in the percentage of guests from outside RCI's historic client base, combined with market research projecting continued increases in demand from Europe and Latin America and long term strategic objectives to increase demand in Asian markets, led RCI to invest proactively in developing its multilingual communication capabilities.

Challenge

Royal Caribbean needs to manage marketing and onboard passenger information consistently across the company, while simultaneously allowing for locally created content from each ship in the RCI fleet. Characterized by rapid turnaround times, RCI's onboard translation needs vary significantly from project to project, by language pairs, and by word count volume.

Solution

Translations.com created a cost-effective language solution by centralizing and automating RCI's core information authoring process. Moreover, customized a rapid-response translation service and multilingual language support portal delivers customized dynamic content for each ship in the fleet.

• Translations.com first identified the critical languages for each type of content (on-board materials, marketing materials, port-of-call descriptions, directions, emergency instructions, etc.) and presented RCI with findings and recommendations on content selection, style guidelines and multilingual brand management. During this effort, English language terms and phrases were standardized for the first time, to allow for consistent delivery of core branding messages across global markets.
• Help Desk. Translations.com created the RCI Help Desk to manage a 24-hour rapid-response translation service so that RCI could submit urgent requests for translations needed in the course of a cruise. (Note: Help Desk-like solutions are also now available for other Translations.com clients.)
• FluentSeas. Translations.com developed a proprietary software application that automates crew-initiated creation of daily onboard newsletters into specified languages. FluentSeas allows each ship's personnel to create multilingual newsletters in minutes via a menu-driven application that provides access to accurate translation segments. The results are significant time savings, brand message consistency and improved quality.

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