Tours and experiences specialist Viator has developed new local language sites for three European markets.
The sites – France, Germany and Spain – will feature the same breadth of content although they can be tailored to each market slightly differently with attractions featuring guided tours in the language of the site displayed more prominently.
Viator Europe managing director Patrik Oqvist said the company had been able to launch the three sites together because of its powerful backend system.
“Translating the words is not that difficult, it’s more about managing the content. It’s also a question of spreading the risk and running three in parallel means we get better learning from the content.”
Viator has also ramped up the team in its London office from three to eight across customer service, product and content.
Oqvist said the new sites were the start for the company in terms of its European expansion but that it did not want to grow too quickly.
He added that the B2B side of the business also presented opportunities for growth with interest from large companies on the continent who already work with Viator on its English language service.
Viator already has relationships with both lastminute and British Airways.
The French, German and Spanish sites will be promoted online through both natural and paid search.