The Benefits of Translating Menus into Japanese
With highly competitive hotel prices and tourist agencies that are prepared to organise all aspects of travelling abroad, Japanese tourists are now travelling to the UK more often than ever before. Not knowing the English language can cause many problems for Japanese tourists to the UK and one of the most frustrating is definitely ordering food in restaurants. Since the menu is the basis of communication between customers and restaurants, several leading London hotel restaurants have decided to offer their Japanese customers menus that are professionally translated into Japanese.
Below are 7 good reasons for your hotel restaurants to do the same.
To Create a Good First Impression
The menu is usually the first thing Japanese customers are interested in when choosing a restaurant. A menu that Japanese customers can understand builds trust immediately and can thus often be the main decisive factor in choosing a hotel restaurant over numerous other options that are available to Japanese tourists. A good translation can make all the difference. A bad one can lead to laughter but also lost credibility.
To Expand Customer Base
According to the data on inbound tourism in the UK provided by the Office for National Statistics and Visit Britain, there are over 243,000 visits from Japan each year which add up to more than 2.8 million nights that Japanese travellers spend in the UK. Looking at these numbers, it is clear that the potential for attracting Japanese customers is huge – and by providing translated menus in Japanese, hotel restaurants can definitely expand their customer base greatly.
To Prevent Customer Confusion
Japanese travellers who have travelled abroad know how frustrating it can be to eat in restaurants that do not offer their services in other languages than their native language. Only a small part of Japanese travellers fully understand the local language and even a smaller part knows about the local specialities, so choosing and ordering food often demands a lot of effort and causes a lot of confusion in the process. And confused customers are definitely not happy customers!
To Decrease the Possibility of Misunderstandings and Complaints
Japanese customers that are confused about choosing and ordering food are also far more likely to complain about their food or restaurant service in general. Furthermore, misunderstandings are not only unpleasant for the customers and the restaurant staff involved, but also for other restaurant guests who might be discouraged from returning there. Negative reviews can have a huge impact, leading to big losses.
To Guarantee Customer Satisfaction
Japanese tourists are very demanding. They expect restaurant and hotel services to be of the highest standards and menus that they can’t understand certainly don’t meet their high expectations. With the tourism industry being so competitive nowadays, any restaurant that doesn’t meet all costumer expectations quickly faces customer dissatisfaction and, in the long-term, also lack of customers.
To Increase Revenue
All the things potentially caused by restaurant menus not being translated in a language that Japanese customers can understand – bad first impression, smaller customer base, misunderstandings, customer confusion and customer dissatisfaction – in the end translate to Japanese customers choosing other restaurants and thus decreasing the revenue of hotels. Since investment in translating menus into different languages is very small compared to the potential of increasing revenue with offering services to Japanese tourists, it certainly doesn’t pay off to be too tight in this area.
You know what they say; you get what you pay for.
To Preserve the Reputation of Both the Restaurant and the Hotel
Internet is the pivotal tool for Japanese tourists to share experience of their travels with the world. But unfortunately, if their experience is bad, it also poses a serious threat to the reputation of their chosen service providers. Tourists are also often not able to separate one single experience they had in a certain place from all other experiences and impressions, which means that dissatisfaction caused by customers not being able to understand restaurant’s menu doesn’t only hurt the reputation of the restaurant, but very likely also the reputation of the hotel in general.