Case Study: British Airways achieves faster multilingual launches and reduced IT dependency with Smartling's Global Delivery Network

British Airways - Customer Case Study

British Airways, committed to delivering a seamless customer experience, needed to translate complex web and mobile content into multiple languages but was hampered by a tangled CMS and heavy reliance on IT and developers to prepare files and generate visual previews. With faster release cycles and plans to expand into new languages, Digital Content Production Manager Geraint Jones set out to find a more efficient translation approach.

The airline chose Smartling’s Global Delivery Network, running a single-language pilot for a Korea route that completed in the time it took to translate the site’s 500k+ words. Smartling broke the CMS–translation hardwire, gave content teams a centralized self-service workflow with automatic visual context, reduced IT involvement, improved translation quality, and cut time-to-live (including delivering a new language in half the usual time); all 11 ba.com languages and new app and extranet translations now run through Smartling.

British Airways

Geraint Jones

Digital Content Production Manager