Elevating Heathrow's Digital Experience: TransPerfect's Seamless Multilingual Transformation
Technology Used: 
"TransPerfect’s analytical approach was able to align our budget and goals while delivering the most languages to support our growing international audience. Their partnership with Adobe and collaboration with Sapient, our system integration agency, meant the project was a huge success."
— Steven Glenfield
Challenge
As the UK's largest airport and the world's second busiest by passenger traffic, Heathrow faced the challenge of enhancing its digital presence to better serve a global audience. The objective: transform the website and digital channels from a basic information hub to a multifaceted, revenue-generating platform. This included integrating services like parking, fast-track security, lounge access, duty-free shopping, and currency exchange, making all purchasable in native languages for multilingual markets.
Solution
Heathrow implemented TransPerfect’s GlobalLink technology, integrating with Adobe Experience Manager to allow content to flow seamlessly for translation. TransPerfect consulted on the optimal translation level, adopting a blended approach of full human, AI, and hybrid workflows based on audience, traffic, and content value. In doing so, TransPerfect optimized the budget, allowing Heathrow to launch with a lower upfront investment while reaching more markets.
Results
Heathrow successfully launched Spanish, German, Italian, Swedish, and Simplified Chinese sites. Since the launch, Heathrow has witnessed a 300% increase in user traffic from these markets, a significant reduction in bounce and exit rates, and a substantial rise in revenue from website purchases of the integrated airport services.
300%
Increase in user traffic
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