Travel · SEO
A multilingual website for international guests: hreflang
A German guest searches in German, a French guest in French. If your website only exists in one language, those guests will hardly find you. A multilingual website helps, but only if Google understands which page is meant for whom.
Why a translate button is not enough
Many websites have a button that translates the page in the browser. That helps a visitor who is already on your site, but Google does not see that translation. A German guest searching for "Campingplatz am See" will not end up on your site.
To be found in another language, you need real pages in that language, each with its own address. Then you tell Google which pages belong together. That is what hreflang is for.
What is hreflang?
Hreflang is a short line in the code of your page (or in your sitemap) that says: this page also exists in German, English or French, and here it is. Google uses it to show searchers the version in their own language. Google's documentation sets out the main rules:
- Every language version lists all language versions, including itself.
- The links must go both ways. If the English page points to the German one, the German page must point back.
- Use the correct language codes, such as
en,deorfr, optionally with a country, such asde-ATfor Austria. - With
x-defaultyou say which page people see when no language matches.
An example for the English homepage of a campsite:
<link rel="alternate" hreflang="en" href="https://yourcampsite.com/" />
<link rel="alternate" hreflang="de" href="https://yourcampsite.com/de/" />
<link rel="alternate" hreflang="fr" href="https://yourcampsite.com/fr/" />
<link rel="alternate" hreflang="x-default" href="https://yourcampsite.com/" />How to set up the website
In its guide to multilingual websites, Google mentions options such as a separate domain per country (yourcampsite.de), a subdomain (de.yourcampsite.com) or a folder (yourcampsite.com/de/). For most campsites, parks and B&Bs, a folder is the simplest: one website, one place to manage it, and your existing authority in Google helps every language.
Google also advises against redirecting visitors automatically based on their location or browser language. A British guest on holiday in Germany still wants the English site. Put a clear language switcher at the top of the page instead.
Translate search terms, not just sentences
A good translation starts with how your guests search. German guests search for "Ferienpark", "Mobilheim" or "Hund erlaubt", Dutch guests for "vakantiepark" or "hond toegestaan". Also consider what matters to them: school holidays in their country, travel distance and whether you speak their language.
Always have translations checked by someone who knows the language well. A translation tool or AI is a fine start, but an odd sentence on your booking page costs trust.
From practice
At Holidu and Belvilla, Kelly, the founder of Growthmaster, helped rebuild the hreflang setup of the holiday home platforms in five languages. Within eight weeks, that brought 47 percent more organic traffic from Europe. Read the full case (in Dutch). The same principles apply to a smaller accommodation, just on a smaller scale.
Frequently asked questions
Which language should I start with?
Look at your booking data to see where your guests come from and where you want more. Start with the language of your biggest foreign market, then add the next.
Do I need to translate my whole website?
No. Start with the pages that bring bookings: your homepage, accommodations, prices and availability, and practical information. Only use hreflang for pages that are actually translated.
Can I see in Google whether hreflang works?
Yes. Google Search Console shows per country and language how many people find and click your pages. After a few weeks you can compare the language versions properly.
Sources
Kelly has more than ten years of experience in online marketing and SEO, for brands such as IKEA, TUI, Holidu, Belvilla, Center Parcs, vidaXL and Johnson & Johnson.
