Motel One expands into Denmark with Supertext as its language partner

Motel One welcomes international business travellers and city hoppers to almost 23,000 rooms all over the world. With the opening of its first hotel in Copenhagen in October 2021, the Munich-based hotel group entered the Scandinavian market and expanded its presence to a total of 11 countries. To provide Danish guests with optimal service and to maintain a consistent corporate identity, the website needed to be localised into Danish.

User-friendliness for guests is key for the hotel group, as is its own brand identity. The first required the localisation of the website and other marketing materials into Danish. The second required the translators to incorporate features that are typical of the company: Motel One hotels have a clear corporate identity expressed through both design (recurring elements in turquoise) and language (specific terminology for loyalty programs and hotel names). Supertext has been consistently implementing the distinctive style across various languages for the company since 2018.

Supertext held a translator audition to select the best Danish native speakers with expertise in tourism and hospitality. They all also possess broad experience in search engine-optimised writing. The selected team translated and proofread the entire website – approximately 100,000 words – in Danish. Language guidelines were involved from the start, ensuring that every single text fit the brand’s image.

The translations were delivered in stages and processed by Supertext in XLF and XML format. A final user experience test guaranteed that the localised website works perfectly across every booking step.