The Three Best Reasons for Transcreation English-German instead of Translations

When German is not the native language of your website, but a linguistic extra service! The TEXTIEREREI offers transcreation English-German for websites, blogs, hotel and travel brochures and much more.

Creative translations take into account country- and culture-specific circumstances as well as typical formulations and linguistic nuances.

The three best reasons for creative instead of classic translations:

  1. Build a trusting relationship with your guests
  2. People prefer to and most frequently book in their mother tongue
  3. Make it easier to find you online

Transcreation English-German for hotels, tourism & travel companies

To begin with, here is a practical example that shows the difference between a computer-generated translation and a transcreation in an entertaining way:

! Original source– an English saying:
“This German is not the greatest thing since sliced bread.”

Variation 1 – Google translation:
“Dieses Deutsch ist nicht das Größte seit geschnittenem Brot.”

Variation 2 – Deepl translation:
“Dieses Deutsch ist nicht das Größte seit dem Aufschnitt.”

! Variation 3 – The correct translation:
“Dieses Deutsch ist nicht das Gelbe vom Ei.”

Your website as your establishment’s calling card

Do you own or manage a hotel or a company in the tourism and travel industry and get to welcome guests from all around the world? Do you thus offer excellent services to your guests? That offer is one you should not only present at your hotel but already on your website, because, in most cases, your website is the place that decides whether someone will book or not.

Why important formulations on your website matter

Your hotel or tourism company has a website that you offer not only in the local language but in English and other languages as well, such as German.

As a seasoned passionate copywriter for the hotel and tourism industry, I have noticed that numerous hotels tend to “neglect” their website’s foreign-language text content. Similar to a potted plant in a corner that you neither really wish to water nor get rid of.

Quite often, valuable information on many hotel websites is translated word-for-word into different foreign languages with the help of automatic translation tools and thus published with inaccuracies.

Not only spelling, grammar and punctuation mistakes occur in the process. Emotions and sentiments that are meant to trigger a desire for travel are additionally lost through the process of computer-generated translations.

Why it is worth it to use creative translations and adaptations produced by native speakers?

Your three best reasons for transcreation instead of translation

Adaptions English-German for Hotels, Tourism and Travel Companies

  1. Build a trusting relationship with your guests

Even though English is seen as a type of “universal language” that is spoken nearly all over the world these days, your guests prefer to read the information and news about your business in their native tongue. Moreover, descriptions of destinations and possible excursions in the surrounding area are also more easily grasped and stored in one’s own spoken language.

So excite your readers with a language that captures the local colour of your business and region so that your German-speaking guest not only understands it all, but can also be made to feel a desire to travel and wanderlust.

Place your trust in a native speaker who has internalized the language of the hotel and tourism business. After all, incorrect or awkward formulations do not radiate a serious or professional, but rather a deterring effect.

Let the high standards of your hotel or travel company be reflected on your website in every language! In the end, your website is usually the first thing that your potential guests will perceive about you.

  1. People prefer to and most frequently book in their mother tongue

The right formulation is what matters. When in Rome… Different idioms, proverbs and country-specific linguistic habits just cannot be translated literally. A creative translation can help here. Transcreations are given more leeway regarding the source text and yet always convey the original message.

Make use of the freedom that comes with a creative translation to feature formulations on your website that allows it to appear familiar and inviting to your German-speaking target group and that will ultimately lead to bookings.

The following are a few real examples I have encountered when searching for automatically translated hotel websites:

For example, the formulation set in the heart of the city became in the epicentre of the city” – a far less trust-inspiring translation.

The English bridal party known as a “Bridal Shower” was turned into “Brautdusche” (a literal shower in German.) This word does not exist in German. Although the Bridal Shower is a tradition that does include the pouring of drinks and refreshments, it is far-removed from an actual shower or other measures related to physical hygiene.

Invest in text that has a high quality and is a pleasure to read. You will see that it absolutely pays off!

  1. Make it easier to find you online with a proper transcreation English-German

Automated translations do not fully take aspects such as search engine optimization (SEO) and target group-oriented text content into account.

City, river and country names can also be quite tricky! For that reason, it is important for Google and other search engines to find your website whenever a German-speaking guest enters the German name. Your hotel will only be found, however, if your website has been translated correctly.

For example, if a German-speaking guest would like to travel to Lisbon (Lisboa/P -Lissabon/GER) an incorrectly translated “Tagus” will rather confuse than enlighten him. While it is known as the “Tagus River” in English, in German it is known as the “Fluss Tejo” or simply the “Tejo”.

Transcreation English-German Die Textiererei

Did you know that German is the mother tongue or second language of roughly 130 million people?

German is thus the most widely-spread mother tongue in the European Union as well as the official language of the following countries and regions:

  • Germany
  • Austria
  • German-speaking Switzerland
  • Liechtenstein
  • Luxembourg
  • East Belgium
  • South Tyrol
  • Alsace and Lorraine and North Schleswig.

(Source: Wikipedia)

Transcreations English-German Die TEXTIEREREI


TEXTIEREREI offers the following services:

  • Transcreations English-German for websites, blogs, PR articles, e-mail and newsletter marketing, social media posts, online booking forms
  • English-German transcreations for hotel and travel brochures, press releases, menus & menu cards, room & welcome cards
  • Editing of already existing German text for web & print products
  • New composition of German text for your web & print products
  • German copy editing

What you can expect:

  • Professional advice and support
  • More than 10 years’ experience as a copywriter for the hotel & tourism industry
  • Flawless and creative text creation
  • Delivery on schedule
  • Passion for the hotel industry and travelling
  • Attention to detail for results that will convince your guests

In many cases, I am already familiar with the holiday region thanks to personal experience. When that is not the case, I conscientiously and meticulously research the most important cultural and tourism features and combine it with your personal information. As an art historian, it is especially important to me to be able to take all of your country’s relevant art and cultural aspects into account.

I  would look forward to work for your hotel or travel company!

If you have any further questions, please don’t hesitate to contact me!



Warm regards,

Lisa Asbäck-Kreinz

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