Peak Translations

Are you ready for the international sporting stage?

Are you ready for this year’s international sporting stage? Every year, thousands of people from all walks of life of varying cultures and nationalities, cross cultural boundaries to enjoy their one unifying passion that is sport. This summer is set to be jam-packed with exciting sporting events including the Cricket World Cup, Wimbledon and the British Open and this will bring a flurry of international people to our doorstep (potentially an influx of a million visitors). Now is the time to hit it big and be prepared! How are you going to communicate with your international visitors?

In this competitive world of international business, would you like to stand out from the competition by offering a higher level of service that makes them feel like your establishment is home from home? By following these few steps in effective international communication, this could help you get ahead of the game in so many ways. Whether these sporting enthusiasts are here on business or as a tourist, these following tips will provide some insight into how you can up the international ante:

  • It’s easy to assume that everyone speaks English as it’s considered the ‘lingua franca’, the global language, especially given that it’s the world’s most widely spoken language. However, it does absolutely no harm in learning a few basic and essential phrases of several languages to be able to welcome your visitors in their native language. This doesn’t mean you have to become an aficionado but impressing your visitors in this way not only shows respect, it could potentially create a better bond and go a long way to building future relationships. If you still don’t feel fully confident with your language skills, employing the services of a qualified and professional interpreter would also be invaluable or, perhaps ensuring your staff is made up of varying nationalities would be ideal.


  • The written word is just as important as far as language goes, which could cover a wide range of material necessary for forging new business relationships, maintaining existing ones and ensuring repeat business. For instance, if you’re a hotel for example, wanting to ensure that you get the footfall of these thousands of international visitors and making them feel at home, providing an information sheet detailing all your services and more in your guests’ languages will win their favour. Useful tourist information, particularly pertaining to these sporting events, in their native language, would also make you stand out from the crowd. Likewise, if you are a drink or food establishment, providing a food and drinks menu in varying languages would make them feel like you’ve gone the extra mile, as well as increase revenue. Even if they speak English, most people prefer to read in their native tongue. By going that extra mile, helping them to feel cared for, supported and that you have gone above and beyond, will encourage them to recommend you to their friends and family.


  • Surveys have provided evidence that a large majority of people prefer to read websites in their native language and that language often outweighs price. It has been discovered that nine out of ten Internet users would always, if given a choice, choose the web page in their native language. For the most effective multi-lingual website, it is not recommended to link your website to a machine translated site e.g. Google, as machine translation doesn’t pick up on the nuances of terminology, culture, etc. Having it translated by a marketing specialist translator with subject specific knowledge and experience in localisation and website localisation could take your website much further and result in you reaching your target market more effectively. Providing this multi-lingual website will attract more guests directly to your business resulting in higher profits.


The above examples are just a few of many tips to bear in mind when getting prepared for the international sporting stage. The challenge of international communication and reaching your varying target markets may appear difficult and daunting at first but taking those first steps could lead to richer relationships with all your visitors/clients. Crossing those cultural borders will ultimately help you on your way to better international communication across the board. So, go on and aim for that six, that ace and that hole in one; take your business to the next level!


By Madeline Prusmann, Project Manager, April 2019





 01663 732 074


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