Executive Overview 

A major U.S. international airport serving millions of passengers annually identified a significant vulnerability in its customer experience: an English-only website that hindered access to information accessibility for global travelers. 

Bromberg & Associates partnered with the airport to transform its entire digital presence through multilingual website localization in seven high-volume global languages. 

The result: 

• • A dramatically improved customer experience 
  • Reduced service friction 
  • Stronger international reputation 
  • A strategic positioning advantage that aligns with global traveler expectations 

This project illustrates language access as a driver of growth, not a cost , and demonstrates how multilingual digital engagement enhances communication, accessibility, and  efficiency. 

Market Reality: Why This Was Urgent 

C-suite leaders across industries face the same truth: 

Global customers expect content in their language, or they leave. 

Key data: 

• • 75% of consumers prefer information in their native language. 
  • 60% of non-native English speakers avoid English-only websites entirely. 
  • The travel sector alone recorded 1.5 billion international arrivals in 2019. 

(Sources: CSA Research, UNWTO) 

The implication for business: 

A monolingual digital strategy forfeits customers, erodes trust, and negatively impacts revenue and service delivery, whether you run an airport, a hospital, a university, a retail chain, a government agency, or a tech platform. 

Client Challenge: A Strategic Gap in Digital multilingual communication 

The airport’s leadership recognized that a multilingual experience was not optional, it was essential for: 

• • Improving traveler confidence 
  • Reducing confusion and customer service burden 
  • Meeting accessibility requirements 
  • Strengthening global reputation 

Two core challenges stood out: 

1. Technical Complexity 

The airport’s CMS  was not configured to handle: 

• • Multilingual formats 
  • Right-to-left languages like Arabic 
  • Interfaces that support a translation workflow 
  • Consistent updates across hundreds of pages 

2. Cultural & Linguistic Precision 

Travel content must be crystal clear, contextually accurate, and culturally vetted to avoid misinterpretation, especially in safety-sensitive environments. 

Bromberg’s Strategic Approach 

Bromberg & Associates deployed a human-led, quality-driven, culturally informed digital localization framework, designed to protect accuracy, brand integrity, and customer experience. 

Key Elements of the Solution: 

1. Human Expertise Over Automation 

At the time, it was determined that machine translation lacked reliability for the airport’s required languages. 
Bromberg deployed linguists with deep cultural expertise to ensure accuracy, clarity, and customer trust. 

2. Technical Enablement & CMS Integration 

We collaborated closely with the client’s IT and development teams to: 

• • Enable multilingual publishing in their CMS 
  • Ensure correct right-to-left rendering 
  • Build scalable workflows for ongoing updates 

This ensured the multilingual site functioned as reliably as the English version. 

3. Cultural Adaptation for Real-World Usability 

We developed glossaries, style guides, and cultural translation rules to maintain essential travel terminology, e.g., “Check-in,” “Drive-thru,” “Gate,” “Security”, and preserving clarity across languages. 

Outcome: 

A seamless, customer-centric multilingual experience that meets global expectations and operational needs. 

Business Outcomes & Impact 

✔ Full multilingual website launched in 2019 

The airport now offers accessible, culturally accurate information across seven languages. 

✔ Stronger traveler experience for millions 

International passengers navigate the airport with greater ease, confidence, and independence. 

✔ Reduced strain on customer service operations 

Clear self-service digital content decreases the need for in-person assistance. 

✔ Elevated global reputation and brand inclusivity 

The airport is now perceived as globally ready, traveler-centric, and accessible. 

✔ Strategic ROI 

Industry benchmarks show multilingual digital experiences can drive: 

• • Up to 3× higher engagement/conversion rates 

• • Higher customer satisfaction and loyalty 

• • Lower service delivery costs 

Localization proved to be a smart investment, not an expense. 

Key Takeaways  

1. Language access is a strategic differentiator.

Organizations that offer multilingual digital experiences outperform those that don’t  across customer satisfaction, engagement, and retention. 

2. Multilingual content reduces risk.

Clear communication lowers compliance exposure, safety risks, and customer frustration. 

3. Multilingual communicationdrives operational efficiency. 

Every multilingual page reduces the need for staff intervention and manual customer assistance. 

4. Global readiness enhances brand equity.

Customers trust organizations that speak their language. 

5. The right partner accelerates transformation.

Bromberg & Associates delivers both cultural expertise and technical execution, enabling seamless multilingual transformation across industries. 

Strategic Conclusion 

This multilingual website transformation demonstrates how language access directly supports: 

• • Growth 
  • Customer satisfaction 
  • Operational efficiency 
  • Brand strength 
  • Global competitive advantage 

Bromberg & Associates enables organizations not just to localize their digital assets, but to lead globally by offering compliant, accessible, high-impact digital experiences.