Booking.com is the largest online accommodations platform in the world, by almost any measure. Its conversion rates (from looker to booker) are known to be the highest in the industry, and its loyal customers have very high repeat rates. The company has grown almost fourfold in five years, and has been rated one of the most international websites on the planet. Most of Booking.com's translations are done personally, rather than through a software program, because the results are better. If you use a software program to translate something from Chinese to Polish, it will usually translate first from Chinese to English, and then from English to Polish. That extra step, understandably, can lead to lower-quality results. Booking.com translates directly from the language of origin to the language it wants to publish on the site. Get the full story at Harvard Business Review