Alternative Airlines is a global flight search and booking platform offering access to over 600 airlines worldwide. Based in the UK, the company specializes in making flight booking simple, flexible, and accessible for travelers in more than 160 countries—especially those seeking alternative payment options.
As Alternative Airlines expanded internationally, they noticed a significant barrier to engagement: language. To deliver on their mission of removing friction from the flight booking experience, they needed to make sure that language wasn’t standing in the way.
Alternative Airlines' booking platform was originally available only in English. While this worked for English-speaking users, it created stress and uncertainty for non-English speakers, especially when making complex or costly flight arrangements.
They began to notice lower engagement rates in key international markets like Spain, Italy, and the UAE. Customers in these regions expected a localized experience, and when they didn’t get it, they left the site or left negative reviews.
For Alternative Airlines, this wasn’t just about missed revenue. It was also about trust and clarity:
“We knew it wasn’t just about changing words. It was about making sure people understood exactly what they were booking, what they were paying for, and what to expect from us. The results have shown us that speaking our customers' language can make all the difference!”
The company needed a robust localization solution that would:
Alternative Airlines chose Localize as their localization solution after testing the platform and seeing how their customers responded to a localized experience. They started with a proof of concept and saw results quickly: users stayed longer, engaged more, and moved through the booking flow with greater confidence.
That validation gave the team the green light to scale fast, and as a Localize customer, they could do so easily: “With Localize’s guidance and AI-powered tools, we rolled out full-site translations in just a matter of days.”
Thanks to Localize’s smooth integration with their existing tech stack, the team was able to launch new languages in as little as a day, without relying on advanced engineering resources or manual workarounds.
Part of that speed came from the defined variables feature, which allowed Alternative Airlines to scale translations without ballooning their costs. It gave them the flexibility to reuse key phrases and dynamic content, while maintaining accuracy and tone across the board.
Another key advantage was the use of Localize’s on-page editor, which allowed translators and internal reviewers to work directly on live site content. Seeing how website translations would appear in real time made it easier to fine-tune phrasing, preserve brand tone, and avoid back-and-forth guesswork.
“Everything that needs to be handled by Localize can be done very quickly and ties in very nicely with our technical setup. It’s a super-fast process.”
From the beginning, the Localize team was hands-on and proactive. As a Localize customer, Alternative Airlines had access to a dedicated account manager, Graham, who played a key role in onboarding, answering technical questions, and offering best practices for everything from AI translation workflows to international SEO.
“On just our second sales call, Graham brought in the product lead to talk through what was working for us and what wasn’t. That level of care really stood out.”
