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International tourist arrivals hit 1.52 billion in 2025. That number is a record. But for many hotels, the revenue those travelers could bring leaks away at touchpoints most operators never think to audit.

Translation plays a significant role as a growth strategy for any business regardless of its size and the industry it operates. It can have a great impact on the quality of the product or service offered as well as on the relationship between the brand and the customer.

On a recent trip to Disney’s Animal Kingdom in Orlando, I noticed that most of the signage in the Asia area of the park was translated. However, some signs were left in English, with their original lexicon left intact. Disney is famous for thinking of every last detail in its parks, but I was...