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15.11.2012

PROMT Translates TripAdvisor’s Reviews

St. Petersburg, November 15, 2012. PROMT, the leading Russian developer of linguistic IT solutions for enterprise level clients and private users, reports that PROMT Translation Server based on PROMT DeepHybrid technology has been integrated into TripAdvisor's website translation workflow.

TripAdvisor® is the world's largest travel site, enabling travelers to plan and have the perfect trip. TripAdvisor offers trusted advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools. TripAdvisor-branded sites make up the largest travel community in the world, with more than 60 million unique monthly visitors, and over 75 million reviews and opinions.

Millions of user reviews comprise the core content of the TripAdvisor website. Many users worldwide would like to read reviews in their native language so the user-generated content needs to be translated for the localized websites. Traditional human translation cannot be implemented due to the huge volume of TripAdvisor content. To address this challenge, TripAdvisor has turned to machine translation (MT).

Due to the growing potential of the Russian travel market, TripAdvisor created a Russian version of its website and decided to translate all English reviews into Russian. PROMT, a leading provider of industrial MT solutions, was selected as the MT vendor for Russian.

The translation solution for TripAdvisor needs to meet three requirements:

  1. High translation quality sufficient for understanding without human post-editing
    Machine transl a tion of user reviews should produce clear and understandable content. Due to the huge amount of reviews, human post -editing of every single review is impractical.

    It is important to note some natural challenges for any MT system with respect to TripAdvisor‘s content:
    • User-generated content is a challenge for MT since such texts are typically informal and often contain multiple spelling, grammar, and pu n ctuation errors that affect machine translation at the very crucial first step of source text processing.
    • Another challenge is that at the start of the project, TripAdvisor did not have a large and relevant parallel corpora for EN>RU engine training, so there were not enough data for a pure statistical approach.

  2. Automatic evaluation of translation quality
    Evaluation of the actual quality of output is a very important aspect for any MT solution. Since manual evaluation of the entire translated TripAdvisor content is impossible, the MT solution must provide an automatic scoring mechanism to evaluate the quality of the translated texts. PROMT needed to develop a confidence score of the MT output to enable TripAdvisor to publish only high-score translated reviews.
  3. Integration into the workflow of TripAdvisor's website
    TripAdvisor website developers wanted to use MT as a web-service on a remote server that receives translation requests and returns responses in a format which requires minimal post-processing on TripAdvisor's side.

To address this challenge, PROMT created a customized MT solution that was trained on TripAdvisor's texts using the PROMT DeepHybrid approach. A dedicated API function was developed for the smooth integration with TripAdvisor's website workflow. The MT server is hosted in the PROMT datacenter and is fully maintained by PROMT.

Implementation Results:

  • Large text volumes are translated quickly.
  • The translation quality is sufficient for full comprehension.
  • The translation costs of the entire content are considerably less than the human translation costs of even a small fraction of reviews.
  • An automatic scoring of translation quality has been implemented.
  • The solution has been integrated into the TripAdvisor workflow with minimal support overhead on TripAdvisor's side

“The TripAdvisor website is very popular due to users who write about everything interesting to travelers: hotels, restaurants, places of interest, etc. Therefore, it is a business-critical task to make user reviews available in different languages for travelers all over the world. Because of the large amount of reviews, we can use only high-quality MT to address this challenge. We have selected PROMT to translate from English to Russian and this has been successfully working for the last year. PROMT helps us to deliver the experiences of English-speaking travelers to our Russian-speaking audience.”

- Lorna Whelan, Senior Manager, Localisation, TripAdvisor

“Such a large website as TripAdvisor, which aggregates a huge amount of user-generated content, is a perfect customer for MT and PROMT DeepHybrid technology. A statistical approach works well only if there are large volumes of parallel data for training , while the PROMT DeepHybrid approach produces high-quality translation even when the training data are very limited. Customizing our MT engine for TripAdvisor was a demanding and interesting challenge because of the large volume and the specific nature of the content. I think we did it well, and now, millions of Russian-speaking Internet users can plan their trips based on the experiences of other TripAdvisor users worldwide."

- Julia Epiphantseva, Business Development Director, PROMT

More information

About PROMT

PROMT is a leading developer of machine translation solutions for enterprise level clients and individual users with its development center located in Russia.

PROMT has the following:

  • More than 20 years of successful development, advancement, and implementation of text translation solutions
  • 15 supported languages
  • More than 10,000 large corporate customers in the fields of IT, production industries, finance, trade, science, education, translation services, public sectors, and many others all over the world
  • Companies such as Norilsk Nickel, Gazprom, Lukoil, Adobe, PayPal, TripAdvisor, Mail.Ru, and many others are among PROMT's customers
  • 4 offices in St. Petersburg, Moscow, Hamburg, and San Francisco
  • Translate.ru, our online translation service
  • Expert and mass-media awards for high product quality, reliability, functionality, and convenience of solutions
Press contacts: e-mail: pr@promt.ru / phone: +7 (812) 611 00 50

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