The client’s goals

The airline had previously been translating content themselves, but the translations were not always idiomatic or consistent and did not take into account their English clientele’s cultural references. They needed a native speaker to produce fluid translations that balance precision, style and accuracy. The airline often collaborates with Michelin Star chefs and renowned vineyards, so quality is of the essence to reflect their prestigious image and ensure that guests know exactly what they are ordering.

The challenges

• The airline has daily requests, often under 100 words. Turnarounds are quick, so I must be responsive and flexible.

• I must follow a detailed style guide for punctuation, extra spaces and capitalisation.

• Segments often consist of long lists of ingredients, like the components of a salad, for example. It can be very easy to miss an item out, so I must be very focused and meticulous when proofreading my work.

• The texts don’t come with images, so often it is hard to understand how the elements come together within a dish. For example, what elements form the sauce, side, or topping on a dessert? Accuracy is critical, not only for the guest’s experience, but also for health and safety in the case of allergies. The English translation is also used to translate into other languages, so it is vital to get it right to avoid passing errors on into other languages.

• The language used in wine menus and descriptions is both creative and technical when describing characteristics and production techniques. An understanding of wine production and a creative style is therefore essential.

The solution

• The translations are carried out in an online Computer-Assisted Translation tool, which stores previous translations in a Translation Memory. This means ingredients and dishes are translated consistently. In 2017, I helped my client make a glossary based on previous translations. I carefully went through source and target texts, searching for common terms and the most common and correct translation.

• For wine and spirits translations, I carefully research terminology and ensure consistency with descriptions or slogans that may have already been translated on the producer’s website.

• Food is deeply rooted in culture. Thorough research means that I use the appropriate terms for a US audience, e.g. like zucchini vs courgette, or Napoleon vs mille-feuille.

• My familiarity with the client’s writing style and the structure of the menus means I can easily decipher the meaning of the source. But whenever I’m unsure, I ask questions and the client is happy to clarify. We don’t want anyone being surprised by what’s on their plate!

 The result

Travelling can be very stressful, both for guests and the airline’s staff. While you can’t always avoid turbulence while flying, at least the airline knows that the on-board experience will be a smooth as possible thanks to error-free translations. Guests are able to relax, enjoy their delicious food, exquisite wines and look forward to arriving at their destination.