Six things you can do to attract an international market

International travel has grown significantly in recent years and this rise is expected to continue. According to the World Tourism Organization (WTO), by 2030 the number of people crossing international borders is expected to exceed 1.8 billion per year.

How can our local regions benefit from these revenue streams? If you want to appeal to the international market, you need to cater to other cultures’ wants and needs. Here are five things you can do to make your space more internationally friendly.

1-Staffing: Create a proactive recruitment policy by hiring a diverse mix of staff equipped with a range of languages to accommodate your predominate market and/or train your current staff in foreign language. Ensure that your staff wears badges indicating the country or languages they speak, making it easier for your guests to find them.

2-Signage: Adjust your signage to reflect the languages of the bulk of your target market, so your international guests can easily navigate your space.

3-International menu: Offer a variety of specialties from around the world and ensure that you have the proper hours/foods/seating to make your guests feel comfortable. For example, some cultures eat their main meal in the afternoon, whereas others eat theirs at 10pm. Do your homework and provide 24-hour meal service if possible.

4-Religious provisions: Many cultures require a quiet place for worship. It’s best to provide a non-denominational space open 24-hours a day that’s easy for guests to find and utilize. Also, research your target markets to ensure that you are aware of their religious holidays, so you can make them feel comfortable and provide them with the necessary tools/foods to practice their beliefs.

5-News and entertainment: Offer a good selection of foreign language newspapers and television channels. Also, if you have a business center, provide computers in your target market languages that are easily identified for them to utilize.

6-Cultural training: Ensure that your staff is aware of, and adheres to, specific cultural traits in working with your international target market. This can prevent a potentially embarrassing cultural faux par. For example, teaching your staff how to greet guests is important. In some cultures, you would shake hands, others you would not, etc.

When you know you have a large international group arriving, you should research and train your staff on how to welcome them. In addition, if you are targeting a specific market, you should make your space conducive to their culture and provide them with everything they need to feel as though they are at home. Intercultural research and training is critical in your success as a global host in hospitality. Knowledge of different cultural languages, needs, and customs go a long way in your guests’ experience.