Booking.com, the world’s largest travel platform, has highlighted the importance of customer-centric content as it expands its services to 220 countries and territories. The company has a 400-strong in-house content agency, of which around 250 are focused on localisation, handling editorial, moderation, marketing, copy, and geodata tasks for the web and apps in over 45 languages. Senior Director of Content, Chris Dell, said that simply translating content into different languages was just the first step and that language-specific values had to be added through understanding locally-specific cultural nuances. The company’s localisation programme is built on professionals with more than 15 years of experience, machine translation and creating content in non-English languages.