{"id":17768,"date":"2022-07-20T10:00:27","date_gmt":"2022-07-20T08:00:27","guid":{"rendered":"https:\/\/phrase.com\/blog\/?p=17768"},"modified":"2023-10-04T11:26:22","modified_gmt":"2023-10-04T09:26:22","slug":"localization-examples","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/localization-examples\/","title":{"rendered":"Localization Examples: What Airbnb and Uber Tell Us About Going Global"},"content":{"rendered":"\n<div id=\"acf\/text-block_43851dbf3510ac888504c7de8f9e7dad\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p>Blockbuster DVDs gave way to Netflix streaming. Google Maps led to the death of the road atlas. Food delivery apps are making restaurant drive-thrus near obsolete. In every case, a technological shift has given rise to new customer expectations and new opportunities for businesses.<\/p>\n<p>Anticipating these changes and adapting quickly is key to maintaining a competitive edge\u2014and that\u2019s especially true when it comes to going global. These days, customers around the world expect companies to offer a personalized experience, in their own language and on their own terms. And that\u2019s when localization comes in.<\/p>\n<p>Airbnb and Uber are 2 companies that have done an exemplary job of meeting these expectations, and this overview will explore different localization examples from each.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-at-airbnb\" title=\"Localization at Airbnb\">Localization at Airbnb<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-example-1-personalization-of-the-travel-experience\" title=\"Localization example 1: Personalization of the travel experience\">Localization example 1: Personalization of the travel experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-example-2-a-partnership-program-in-japan\" title=\"Localization example 2: A partnership program in Japan\">Localization example 2: A partnership program in Japan<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-example-3-localizing-user-generated-content-ugc\" title=\"Localization example 3: Localizing user-generated content (UGC)\">Localization example 3: Localizing user-generated content (UGC)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-at-uber\" title=\"Localization at Uber\">Localization at Uber<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-example-4-creating-specific-products-for-specific-markets\" title=\"Localization example 4: Creating specific products for specific markets\">Localization example 4: Creating specific products for specific markets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-example-5-being-up-to-date-with-local-events\" title=\"Localization example 5: Being up to date with local events\">Localization example 5: Being up to date with local events<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-example-6-adapting-the-apps-ui-and-ux-to-local-tastes\" title=\"Localization example 6: Adapting the app\u2019s UI and UX to local tastes\">Localization example 6: Adapting the app\u2019s UI and UX to local tastes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#localization-example-7-need-a-driver-that-speaks-your-language\" title=\"Localization example 7: Need a driver that speaks your language?\">Localization example 7: Need a driver that speaks your language?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/phrase.com\/blog\/posts\/localization-examples\/#make-the-user-feel-at-home\" title=\"Make the user feel at home\">Make the user feel at home<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"localization-at-airbnb\"><\/span>Localization at Airbnb<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Airbnb is a prime example of a company that knows how to approach localization the right way. The home-sharing platform understands that localization is much more than just translating content into different languages\u2014it\u2019s about offering a completely <a href=\"https:\/\/phrase.com\/blog\/posts\/app-localization-developers-guide-to-user-experience\/\">localized user experience (UX)<\/a> by adapting to local customs, preferences, and needs.<br \/>\nAirbnb got its start in 2007 when 2 American entrepreneurs rented out an air mattress in their apartment to some visitors from Europe. Today, the platform:<\/p>\n<ul>\n<li>Has<a href=\"https:\/\/news.airbnb.com\/about-us\/\"> 6M active listings<\/a> worldwide in over 220 countries and regions and more than 100k cities and towns.<\/li>\n<li>Has a<a href=\"https:\/\/companiesmarketcap.com\/airbnb\/marketcap\/#:~:text=As%20of%20June%202022%20Airbnb,cap%20according%20to%20our%20data.\"> valuation of over $93B<\/a>.<\/li>\n<li>Lets 4M+ hosts welcome guests from nearly every country in the world.<\/li>\n<li>Is available in 60+ languages.<\/li>\n<\/ul>\n<p>One of the keys to Airbnb\u2019s success is its localization strategy\u2014which involves approaching each market with a deep understanding of the local culture and offering features and services that are relevant to users in different regions. From the<a href=\"https:\/\/books.google.com.ar\/books?id=MgVTDwAAQBAJ&amp;pg=PA91&amp;lpg=PA91&amp;dq=asian+preference+for+group+travel&amp;source=bl&amp;ots=ndV4bv6s0K&amp;sig=ACfU3U31sRFOJrgHcCQpM4Kl0I0qhHAodw&amp;hl=en&amp;sa=X&amp;ved=2ahUKEwidtYSsvtH4AhWzspUCHdZwBRoQ6AF6BAglEAM\"> Asian preference for group travel<\/a>\u2014as a result of a culturally low tolerance to risk\u2014to the importance of deals as a travel purchase decision factor<a href=\"https:\/\/info.advertising.expedia.com\/North-American-Travel-Trends\"> for 91% of Canadians<\/a>, Airbnb tailors its platform to the specific needs of each market.<\/p>\n<p>The examples below illustrate just how Airbnb has been able to successfully localize its platform for users in different regions.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"localization-example-1-personalization-of-the-travel-experience\"><\/span>Localization example 1: Personalization of the travel experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Whatever destination a traveler has picked, Airbnb customizes the content on its platform to match. This is done, for example, by sending clients a selection of must-see places and restaurants in the area, or by providing city guides with local tips, events, and things to do.<\/p>\n<p>This creates a feeling of familiarity and makes guests feel like they\u2019re being catered to as individuals rather than just being seen as part of a mass market. It\u2019s an effective way to build trust and create lasting relationships with customers.<\/p>\n<p>When you top this up with a market-specific user interface that adapts everything from the visual and the layout to the functionalities and even the color scheme, you\u2019ve got a platform that feels like it was made just for users in that particular region. Airbnb goes the extra mile to make each user feel at home\u2014literally.<\/p>\n<p>To be able to offer curated and locally relevant content at scale, a solid technological stack is essential. Companies like Airbnb use <a href=\"https:\/\/phrase.com\/blog\/posts\/translation-management-system-how-it-works\/\">translation management systems (TMS)<\/a> to help them manage their website and app localization processes efficiently, as well as a whole host of other solutions\u2014from CRM software to design tools\u2014to power their globalization efforts.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17776\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/localization-example-airbnb-1.png\" alt=\"Airbnb's website displaying events based on a user's location | Phrase\" width=\"362\" height=\"754\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/localization-example-airbnb-1.png 362w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/localization-example-airbnb-1-144x300.png 144w\" sizes=\"(max-width: 362px) 100vw, 362px\" \/><\/p>\n<p class=\"utility\" style=\"text-align: center;\">Airbnb customizes its content for users based on their location \u00a9 Airbnb<\/p>\n<h3><span class=\"ez-toc-section\" id=\"localization-example-2-a-partnership-program-in-japan\"><\/span>Localization example 2: A partnership program in Japan<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In Japan\u2014where Airbnb has been operating since 2013\u2014the 2018 Private Lodging Business Act led to changes in the way that home-sharing platforms could operate. This law for private home-sharing prevented hosts in Japan that hadn\u2019t obtained the proper permits from listing their homes on platforms like Airbnb. From 62,000 available properties, the number of listings on Airbnb in Japan dropped to <a href=\"https:\/\/asia.nikkei.com\/Spotlight\/Most-read-in-2018\/Airbnb-removes-80-of-Japan-home-share-listings#:~:text=Airbnb%2C%20which%20has%20rapidly%20grown,the%20number%20of%20properties%20listed.\">just 13,800 overnight<\/a>.<\/p>\n<p>In response, Airbnb <a href=\"https:\/\/news.airbnb.com\/airbnb-debuts-unique-partnership-ecosystem-in-japan\/\">launched a partnership ecosystem program<\/a> spanning 3 categories:<\/p>\n<ul>\n<li>Demand partners offering specific services such as loyalty programs and mileage accrual<\/li>\n<li>Service partners, providing host support services like host training, listing registration, furniture setup, photography, and cleaning<\/li>\n<li>Supply partners\u2014like real estate developers or professional hosts\u2014offering a portfolio of high-quality and unique listings<\/li>\n<\/ul>\n<p>The ultimate goal of this program was to make it easier for potential hosts to list their properties on Airbnb and for guests to find quality accommodation easily. This tactic\u2014which turned out to be very effective\u2014wouldn\u2019t have been possible without a deep understanding of the Japanese market and regulations.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17792 size-full\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-partnership-ecosystem-program-japan.jpg\" alt=\"The launch of Airbnb's partnership ecosystem program in Japan | Phrase\" width=\"1170\" height=\"780\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-partnership-ecosystem-program-japan.jpg 1170w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-partnership-ecosystem-program-japan-300x200.jpg 300w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-partnership-ecosystem-program-japan-1024x683.jpg 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-partnership-ecosystem-program-japan-768x512.jpg 768w\" sizes=\"(max-width: 1170px) 100vw, 1170px\" \/><\/p>\n<p class=\"utility\" style=\"text-align: center;\">The launch of Airbnb&#8217;s partnership ecosystem program in Japan \u00a9 <a href=\"https:\/\/news.airbnb.com\/airbnb-debuts-unique-partnership-ecosystem-in-japan\/\">Airbnb<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"localization-example-3-localizing-user-generated-content-ugc\"><\/span>Localization example 3: Localizing user-generated content (UGC)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Studies show that <a href=\"https:\/\/www.businesswire.com\/news\/home\/20140310005840\/en\/New-Study-Reveals-30-of-Millennials-Media-Time-is-Spent-with-User-Generated-Content\">millennials spend 30% of their media time<\/a> interacting with user-generated content. And not only are millennials\u2014together with Gen Z\u2014the generation that is moving the sharing economy to which Airbnb belongs, but they\u2019re also <a href=\"https:\/\/www.adweek.com\/performance-marketing\/millennials-trust-user-generated-content-50-traditional-media-infographic\/\">the most influenced<\/a> by recommendations and opinions from peers.<\/p>\n<p>This is why, on top of its own content, Airbnb gives pride of place to user-generated content (UGC) such as guest reviews, photos, and videos. You can find it all over their social media, their website, and their app&#8230; It\u2019s even used in some of their marketing campaigns.<\/p>\n<p>On the website and app, in particular, Airbnb took care to localize this UGC to the language of the user. Through <a href=\"https:\/\/phrase.com\/blog\/posts\/how-to-leverage-machine-translation\/\">leveraging machine translation<\/a> and language detection, they\u2019re able to offer relevant and localized content to users all over the world. Not only is this effective in terms of conversion\u2014nothing beats a recommendation from someone who\u2019s already been there, done that\u2014but it also helps create a feeling of community and inclusiveness. Once again, powerful technology\u2014machine translation, in this case\u2014helps Airbnb stay ahead of the curve.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17791\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-translated-user-generated-content.png\" alt=\"User-generated content translated into Spanish on Airbnb | Phrase\" width=\"1514\" height=\"900\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-translated-user-generated-content.png 1514w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-translated-user-generated-content-300x178.png 300w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-translated-user-generated-content-1024x609.png 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/airbnb-translated-user-generated-content-768x457.png 768w\" sizes=\"(max-width: 1514px) 100vw, 1514px\" \/><\/p>\n<p class=\"utility\" style=\"text-align: center;\">User-generated content translated into Spanish on Airbnb \u00a9 Airbnb<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_79f89b42a9b58533dcc971d8550061dc\" class=\"pxblock pxblock--blog-cta alignfull bg--green image--orientation-portrait\">\n\t<div class=\"block-container\">\n\t\t\t\t\t<div class=\"image image--align-middle\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1700\" height=\"2200\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/Localization_Best_Practices_Ebook_Cover.png\" class=\"attachment-original size-original\" alt=\"Localization best practice ebook cover | Phrase\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/Localization_Best_Practices_Ebook_Cover.png 1700w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/Localization_Best_Practices_Ebook_Cover-232x300.png 232w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/Localization_Best_Practices_Ebook_Cover-791x1024.png 791w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/Localization_Best_Practices_Ebook_Cover-768x994.png 768w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/Localization_Best_Practices_Ebook_Cover-1187x1536.png 1187w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/Localization_Best_Practices_Ebook_Cover-1583x2048.png 1583w\" sizes=\"(max-width: 1700px) 100vw, 1700px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"subhead\">Free download<\/p>\n<p class=\"h6\">Best practices for developing effective localization strategies<\/p>\n<p class=\"small\">Explore how to tackle localization management efficiently and engage customers across the globe in their native languages and local experiences.<\/p>\n<p><a class=\"btn btn--outline\" href=\"https:\/\/phrase.com\/resources\/localization-best-practices\/\">Download ebook<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_939ef07f1aa184618cb14f61339c5cf2\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h2><span class=\"ez-toc-section\" id=\"localization-at-uber\"><\/span>Localization at Uber<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Like Airbnb, Uber has also been very successful in localization. Ever since it was founded in 2009, the company has been expanding rapidly all over the world and is now present in more than<a href=\"https:\/\/www.uber.com\/global\/en\/cities\/\"> 10,000 cities<\/a> around the globe.<\/p>\n<p>Much of Uber\u2019s success is due to its adaptation efforts to better fit the needs of each individual market. Here are a few examples:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"localization-example-4-creating-specific-products-for-specific-markets\"><\/span>Localization example 4: Creating specific products for specific markets<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you think that Uber is only for renting cars with drivers, think again. In some countries\u2014Thailand, for instance\u2014the company also offers motorbike taxis, and in others\u2014like Egypt\u2014it has <a href=\"https:\/\/www.uber.com\/en-EG\/blog\/uberboatcairo\/\">UberBOAT<\/a>, a service that lets you hail a boat to get around on the river. Need a rickshaw in India? Uber has you covered with UberAuto. How\u2019s that for <a href=\"https:\/\/phrase.com\/blog\/posts\/product-localization\/\">tailoring the product offer to local needs<\/a>?<\/p>\n<p>This type of localization doesn\u2019t stop at the product level\u2014it extends to the whole user experience. For instance, 2020 saw Uber <a href=\"https:\/\/www.pcmag.com\/news\/uber-launches-1-800-phone-number-to-request-rides\">launch a test program in Arizona<\/a> to allow riders to request a ride through a 1-800 phone number\u2014from a cell phone, not a landline\u2014without having to use the app. The goal here was to capture the segment of older adults and other users\u2014<a href=\"https:\/\/www.pewresearch.org\/internet\/fact-sheet\/mobile\/\">19% of the population<\/a>\u2014who don\u2019t own a smartphone, and those in the 81% who might not feel comfortable using one.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17794 size-full\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/uberboat.png\" alt=\"UberBOAT lets you hail a boat to get around on the river | Phrase\" width=\"1076\" height=\"537\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/uberboat.png 1076w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/uberboat-300x150.png 300w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/uberboat-1024x511.png 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/uberboat-768x383.png 768w\" sizes=\"(max-width: 1076px) 100vw, 1076px\" \/><\/p>\n<p class=\"utility\" style=\"text-align: center;\">UberBOAT lets you hail a boat to get around on the river \u00a9 <a href=\"https:\/\/www.uber.com\/en-EG\/blog\/uberboatcairo\/\">Uber<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"localization-example-5-being-up-to-date-with-local-events\"><\/span>Localization example 5: Being up to date with local events<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2015, members of the City Council Transportation Committee in New York City tried to introduce a bill that would require the Taxi and Limousine Commission (TLC) to limit the issuance of new for-hire vehicle licenses. If the bill had been passed, it would have had a big impact on Uber\u2019s business in New York.<\/p>\n<p>In response, Uber launched a $3M ad campaign in the city to fight the proposed regulation. The campaign included the &#8220;<a href=\"https:\/\/techcrunch.com\/2015\/07\/16\/uber-launches-de-blasios-uber-feature-in-nyc-with-25-minute-wait-times\/\">de Blasio\u2019s feature<\/a>&#8220;\u2014a pop-up that, when activated, simulated what it would be like to use the Uber app under the new rules: slower pickups, 25-minute longer wait times, etc.<\/p>\n<p>This was quite a smart move on Uber\u2019s part. Not only did they manage to effectively mobilize public opinion against the bill\u2014which was eventually dropped\u2014but they also showed that they\u2019re invested in the city and care about the experience of their users.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17796\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/uber-fake-app-feature-nyc.png\" alt=\"An Uber app screen showing no cars available in NYC | Phrase\" width=\"300\" height=\"535\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/uber-fake-app-feature-nyc.png 420w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/uber-fake-app-feature-nyc-168x300.png 168w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p class=\"utility\" style=\"text-align: center;\"><span class=\"small\" style=\"color: #505050; font-family: Inter, system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif; font-weight: 400;\">Uber&#8217;s fake app feature, visible only in NYC, simply saying &#8220;No cars available&#8221; \u00a9 <\/span><a style=\"font-family: Inter, system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif; font-weight: 400; background-color: #ffffff;\" href=\"https:\/\/www.wired.com\/2015\/07\/uber-de-blasio\/\">Wired<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"localization-example-6-adapting-the-apps-ui-and-ux-to-local-tastes\"><\/span>Localization example 6: Adapting the app\u2019s UI and UX to local tastes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you open the Uber app in China, you\u2019ll notice right away that it looks very different from the versions in other countries, and that\u2019s not by chance. <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S1071581921001063\">Research shows<\/a> that implementing culturally preferred design elements\u2014which could apply to choices as seemingly small as colors\u2014can positively influence usability.<\/p>\n<p>In China, the color red represents luck. Uber understood that consumers could be lured by the color, so the app\u2019s car icons aren\u2019t black or gray as they are in other countries, but bright red.<\/p>\n<p>The tweaks to the app\u2019s UI and UX don\u2019t stop there. In low-income countries like India, Malaysia, and the Philippines, where cards aren\u2019t a popular payment method, Uber developed a cash payment option. While paying cash is now pretty much a universal feature of the app, it was originally designed for these countries and later rolled out to others.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"localization-example-7-need-a-driver-that-speaks-your-language\"><\/span>Localization example 7: Need a driver that speaks your language?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In what probably constitutes one of Uber\u2019s most impressive localization efforts, the company offers a service in parts of the world that lets riders request a driver that speaks their language. For example, UberESPA\u00d1OL is available in the Central Valley cities of California\u2014Sacramento, Modesto, Fresno, and Stockton\u2014where the majority of the population is of Hispanic origin.<\/p>\n<p>Similarly, UberENGLISH is available in locations where English isn\u2019t the dominant language, like some South American cities. Launched originally in Colombia, the service is now also available in Brazil and Shanghai.<\/p>\n<p>In a <a href=\"https:\/\/www.uber.com\/newsroom\/uberespanol-en\/\">press release<\/a>, Uber explained the rationale behind this service: &#8220;We\u2019ve heard from riders and driver-partners alike that they\u2019d like the Uber experience to reflect the multilingual aspects of the multicultural communities in which we operate.&#8221; A very effective\u2014and thoughtful\u2014way to build trust and strengthen the Uber brand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"make-the-user-feel-at-home\"><\/span>Make the user feel at home<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Airbnb and Uber are 2 major players in the global travel industry, and they all have one thing in common\u2014a <a href=\"https:\/\/phrase.com\/blog\/posts\/how-important-is-localization-for-your-business\/\">localization strategy<\/a> that puts the needs of the user first. These companies know that users, whether traveling domestically or internationally, expect a seamless and personalized experience that makes them feel at home\u2014and they go to great lengths to deliver on this promise.<\/p>\n<p>By offering a mix of localized UI elements, web pages, marketing campaigns, and app experiences, these companies are able to provide their users with the feeling that they are being catered to as individuals, not as part of a mass market.<\/p>\n<p>The examples above show that, when it comes to localization, there is no one-size-fits-all solution. However, a user-centric approach, a willingness to research and understand local markets, and the use of technology to streamline workflows are 3 key elements that all businesses should keep in mind when planning their <a href=\"https:\/\/phrase.com\/blog\/posts\/how-important-is-localization-for-your-business\/\">localization strategy<\/a>.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_c64cdfb74bef2ffbccef5a1a888ececc\" class=\"pxblock pxblock--blog-cta alignfull bg--green image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"h4\" style=\"text-align: center;\">Speak with an expert<\/p>\n<p class=\"small\" style=\"text-align: center;\">Want to learn how our solutions can help you unlock global opportunity? We\u2019d be happy to show you around the Phrase Localization Platform and answer any questions you may have.<\/p>\n<p style=\"text-align: center;\"><a class=\"btn btn--outline\" href=\"https:\/\/phrase.com\/demo\/\">Book a call<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn from the localization examples of global companies like Airbnb and Uber to better inform your own localization strategy.<\/p>\n","protected":false},"author":50,"featured_media":1238,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":true,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[38],"class_list":["post-17768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-localization-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17768"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=17768"}],"version-history":[{"count":27,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17768\/revisions"}],"predecessor-version":[{"id":81687,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/17768\/revisions\/81687"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/1238"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=17768"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=17768"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}