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Multi-language bus systems are solutions for premium multilingual tours that open new markets, provide tour consistency and higher passenger satisfaction ratings. Tour commentary done right creates memorable trips and offers more customer value.

The Problem

The problem is you’re missing out on opportunities to differentiate and grow your business if you’re not selling to foreign language markets. With international tour wholesalers and travelers alike looking for sightseeing experiences in their native language, it’s more important than ever to serve foreign visitors. And yet, barriers to communication concerning language and culture continue to impede growth for many sightseeing organizations.

While some people believe hiring linguists to tell stories in three or four languages sequentially is a solution to this problem, it’s the cause of frustration for many. People don’t want to listen to tour narration they don’t understand. Alternatively, many operators find hiring foreign language guides expensive and challenging to manage daily, especially during peak season.

Forbes states bad service costs U.S. organizations $62 billion in lost business, citing “If there is one thing that will erode the customer’s confidence more than anything, it is a lack of consistency. Customers want a predictable, consistent and positive experience.”

Unless you’ve got multilingual step-on guides providing high-quality guest experiences on every tour, consistency will be tough to achieve. Multilingual Bus Systems solve this problem by delivering many languages simultaneously to each seat – with passengers selecting their preferred language.

With the lack of foreign language services ranking number one among complaints from foreign visitors, the opportunity to boost your earnings is immediate. As market demand for foreign language experiences continues to grow, multilingual services mean marketable competitive advantages for companies focused on eliminating language barriers.

Multi-language bus systems offer sightseeing companies the opportunity to market and sell their tours to a wide variety of domestic and overseas markets. Ji-Young Park, HanaTour Service, in Korea said: “We immediately recognized the value it brings our guests.”

If you don’t have a solution for foreign languages, you have nothing relevant to say to international tour operators and travelers.


Successful organizations are providing multi-language services, gaining an edge by rolling out more cohesive marketing campaigns aimed at attracting foreign language visitors. Not only are these companies bringing new foreign language tours to market, they realize delivering premium commentary allows them to surpass competitors’, especially in experience and service. They give foreign visitors a reason to choose them. Your biggest job is to make sure your tour products and services do the same.

Organizations developing premium content are providing more value, creating stronger relationships with tour operators and foreign visitors. It’s a big differentiator.

Using step-on guides, Skagway Street Car Company couldn’t efficiently service a growing foreign language market. Since the development of multi-language tours, the company increased ridership and achieved higher customer satisfaction ratings with cruise line operators.

Gayla Hites, Skagway Street Car Company, said: “Our cruise line partners have something new to sell to guests who would not have previously purchased anything. And the reliability of our program gives them the confidence to sell it.”

If you’re thinking about multi-language bus systems, give us a call at +1 (613) 507-1300 or contact us using our web form. We’ll save you time by providing expert advice even if we don’t have the solution you’re looking for.

10 Do’s and Don’ts of Creating Tours for Multi-language Bus Systems

  1. Do – Create memorable tours by sharing enjoyable stories, not facts and figures.
  2. Do – Write your tour script with a thematic soundscape in mind (music and sound effects). The goal is to create moving, emotional guest experiences.
  3. Do – Start with a Timing Template. A Timing Template is used on your route(s) to identify how much time you have to tell a story until your next one begins.
  4. Do – Translate for cultures. Culture is an important consideration during the foreign language translation process. What you say in your own language may not translate well in Japanese.
  5. Do – Choose the right narrative voice(s) for your tour(s). When it comes to your tour commentary, work with the pros.
  6. Don’t – Don’t get caught in the trap created by literal translations of your tour script. It takes less time to say something in English than most other languages.
  7. Don’t – When writing for more than one language, avoid slang, wordplay and puns.
  8. Don’t – Don’t write scripts without your brand in mind. Your tour, like you, should be distinctive and unique.
  9. Don’t – Don’t hire voice talents based on short promos alone. Some people were born for 60-second spots – but fall flat when asked to narrate a 60-minute tour.
  10. Don’t – Don’t be boring by writing content that only interests you. Your tours are for an audience. Educate, entertain and engage them.
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