How Netflix & Airbnb Succeed With Language Localization

If businesses want to expand globally, they need to connect with customers from all over the world. 

One key strategy for building this connection is language localization. Netflix and Airbnb, two of the most successful digital giants, have mastered this technique. 

Let’s explore how they’ve used language localization to expand their reach and grow their customer base worldwide.

What is Language Localization?

Before diving into Netflix and Airbnb’s strategies, it’s important to understand language localization. 

It’s not just about translating content into different languages—it’s about adapting the content to fit the local language, culture, values, and specific regional preferences. This includes modifying the language, visual elements, and user interface to match the local audience.

How Netflix & Airbnb Succeed with Language Localization

What Netflix and Airbnb have done to break the language gap. Any business should dive into these two cases and learn their lessons.

Netflix: A global streaming giant

Netflix is available in over 190 countries, with content in more than 30 languages. However, their success is not solely based on offering translations. Here’s how they use language localization to stay ahead:

• Localized content library: Netflix offers dubbed versions of popular shows and movies and also focuses on producing content tailored to specific regions. 
  
  Shows like La Casa de Papel (Money Heist) from Spain and Sacred Games from India have been huge hits. They resonate with local audiences because they speak to their unique cultures and experiences.
  
  
• Subtitles & dubbing: Netflix offers translated subtitles and professional dubbing in multiple languages.
  
  So, users must choose between subtitles or dubbed audio, depending on their preference. With high-quality translations and cultural adaptation, Netflix ensures that content feels natural to viewers, no matter where they are.
  
  
• User interface customization: The Netflix interface adapts to the local language, displaying the title, descriptions, and metadata of movies and shows in the user’s language. 

This creates a personalized experience for each viewer, making navigating the platform without language barriers easy.

Engagement with local creators: Netflix’s investment in local talent is also key to its success. 

By collaborating with local filmmakers and creatives, Netflix produces content that authentically promotes the region's culture and interests, making it more appealing to global audiences.

Airbnb: A global hospitality platform

Airbnb is another company that has used language localization to significant effect. Their platform allows travelers to book unique accommodations across the globe, and Airbnb’s success in this area lies in how well they’ve adapted their services to local languages and cultures:

• Multilingual platform: Airbnb has made its platform available in over 60 languages.
  The website, app, and customer support are all available in various languages, so hosts and guests can communicate comfortably in their native languages. This reduces misunderstandings and ensures smooth transactions.
  
  
• Localized customer support: Airbnb offers customer support in multiple languages, which helps address its diverse user base. 
  
  Whether they need help with booking, host concerns, or emergencies, Airbnb language support makes the experience more comfortable and efficient.
  
  
• Cultural sensitivity in listings: Language localization at Airbnb goes beyond just translations.
  
  It involves tailoring the listings to the local culture. For example, hosts can write their descriptions in the local language and highlight culturally significant features to potential guests.
  
  This makes the platform feel more relatable and authentic to users from different regions.
  
  
• Understanding local preferences: Airbnb’s success also lies in its understanding of regional travel preferences. 

In some countries, guests prefer family-friendly accommodations, while solo travelers may seek more budget-conscious options in others. 

By understanding these preferences, Airbnb can tailor its offerings, marketing messages, and search algorithms to meet each region's needs.

Why Localization Matters

Both Netflix and Airbnb prove that language localization is essential for global success. It’s not just about translating words; it’s about creating a connection with users to make them feel understood, valued, and engaged. Here are a few key benefits of language localization:

• Wider audience reach: By offering content and services in multiple languages, businesses can expand their reach to new markets.

• Improved customer satisfaction: Users are likelier to stay loyal to a platform if it speaks their language—literally and culturally.

• Stronger brand reputation: Companies that invest in localization are committed to understanding and respecting different cultures, building trust among diverse customer groups.

• Increased revenue: By catering to local preferences, companies can drive more sales, whether it’s through attracting more viewers or travelers.

Top 3 Tools that Help Businesses Expand Their Footprint Globally

To help businesses stay ahead of the global expansion, you can consider 5 top-notch tools

Transtore

Transtore is the ultimate AI-powered localization app designed to help businesses effortlessly expand both global and local markets. With its advanced translation functions, Transtore allows you to translate your entire site into any language.

Transtore’s features:

• AI language translation: Auto translate and adapt your store for any market

• Realtime currency converter: Convert price, discount, shipping to local currency

• Smart geolocation: Auto switch language & currency by location (country, region)

• Multilingual SEO: Translate meta tags, URLs, following Google best practices

• Mobile-friendly, stylish, and customizable language selector & currency switcher

Install Transtore

Weglot

Weglot is a versatile translation tool that enables businesses to quickly and easily translate any website into multiple languages. It’s designed to handle multilingual websites with ease, offering automatic translation and manual customization for more control.

Weglot’s features:

• Automatic translation of websites in over 100 languages.
  

• Real-time translation updates as content is added or changed.
  

• Multilingual SEO optimization to improve visibility in search engines.
  

• Customizable language switcher for easy navigation.
  

• Simple integration with various CMS platforms like WordPress, Shopify, and more.
  

Install Weglot

GTranslate

GTranslate is a robust website translation tool that uses Google Translate and other translation engines to help businesses easily convert their websites into multiple languages. It offers both automatic and manual translation options to ensure accuracy and localization.

GTranslate’s features:

• Automatic translation in over 100 languages.
  

• Multilingual SEO features to enhance search engine visibility.
  

• Supports both machine and human translations.
  

• Customizable translation switchers and widgets.
  

• Easy integration with popular website platforms like WordPress, Joomla, and more.
  

Install GTranslate

Conclusion

Netflix and Airbnb’s success stories demonstrate how robust language localization is a global trend. 

They’ve shown that understanding and adapting to different languages and cultures is key to connecting with audiences and growing internationally. 

For any company looking to expand its reach, the lesson is clear: Invest in localization, and you’ll create a deeper connection with your customers, no matter where they’re from.

>> Don't miss:

• Global Expansion: How Transtore Bridges The Language Gap
• Globalization Vs. Localization: What's The Difference?

FAQ

How do Netflix and Airbnb enhance user engagement through localization?

They adapt content beyond translation, using region-specific subtitles, dubbing, and cultural customization. Airbnb localizes listings, reviews, and customer support for seamless experiences.

How does AI improve Netflix and Airbnb’s localization efforts?

AI automates translations, enhances subtitle accuracy, and refines content recommendations. Airbnb uses NLP for real-time message translations and personalized user experiences.

How do they balance scalability and cultural sensitivity?

They combine AI-driven automation with human expertise to maintain accuracy and cultural relevance. Netflix customizes content, while Airbnb adapts booking experiences to local preferences.