GHC ASIA - Translation of marketing content for luxury hotel brands

About GHC ASIA

GHC Asia is a leading public relations agency in Asia, with offices in Hong Kong, Mainland China, and Singapore, and a wide network of partners around the world. Founded in Hong Kong in 1998, GHC Asia has been active in the region for over 20 years, establishing a solid network across Greater China. The team stays closely attuned to local market dynamics and excels in leveraging public relations, digital media, and content creation. Its business spans both lifestyle and corporate sectors, earning a strong reputation in industries including hospitality, tourism, F&B, luxury brands, and real estate.

Customer requirement

GHC Asia commissioned HI-COM to translate press releases for multiple high-end hotel brands, including JW Marriott, The Ritz-Carlton, Grand Hyatt Singapore, Raffles Sentosa Singapore, Ayana, Fraser Hospitality, and other well-known hotels. As each hotel has its own brand positioning and language style, GHC Asia emphasized that translations must not only accurately convey the original content but also fully reflect the brand’s personality and tone. The translations require elegant, appropriate language that conveys the hotels’ premium quality and unique charm. Additionally, sentence structures were adapted to suit the reading habits of Chinese audiences, ensuring natural, fluent, and impactful text.

HI-COM’S APPROACH

To meet GHC Asia’s high standards for translating high-end hotel press releases, HI-COM implemented a rigorous, multi-stage workflow:

Establishing Brand Glossaries
The team compiles and develops glossaries covering the style and commonly used expressions of each hotel brand, referencing articles published on hotel websites or relevant platforms, to accurately capture the tone and preferred expressions of each brand.
Accurate Translation and Localization Optimization
During translation, HI-COM ensured precise word choice and natural, fluent language. Sentence structures and expressions were optimized according to content characteristics, employing both adaptive translation and creative adaptation to enhance readability and aesthetic value.
Strict Proofreading and Polishing
All materials were reviewed and refined by senior proofreaders to ensure accuracy, elegance, and stylistic consistency, delivering translations that are faithful to the original, brand-aligned, and expressive.
Project Management and Quality Assurance
The project management team conducted final QA on completed materials, ensuring accuracy, consistent style, and timely delivery to meet the client’s publication requirements.

Result

By translating and localizing the English press releases of major hotels into Chinese, HI-COM enabled Chinese audiences to clearly understand hotel openings, events, and brand updates. The translations effectively conveyed the premium image and unique charm of each brand, enhancing their communication impact in the Chinese market.