SDL powers airlines' global online strategy

SDL, a provider of global content creation, management, translation and delivery, has announced that China Eastern Airlines, one of the three major airlines in mainland China, serving over 100 million passengers globally per year (ranked 7th globally), has selected SDL´s technology to power its digital expansion plans, helping to overcome the language and cultural challenges involved in engaging with new international consumers, the company said.

China Eastern wanted to distinguish itself from other Chinese national airlines on the global stage, as well as improve conversion rates, retain website visitors and create a window into its range of services.

Using SDL´s web content management platform and SDL Translation Management System (TMS) China Eastern relaunched its main website (, along with 14 local country websites (across nine languages). The technology allows it to create and localize experiences for consumers in their own language. This also means that China Eastern no longer needs to engage with third party affiliates or agencies.

SapientRazorfish delivered the design prototype for in just eight weeks. Within four months of the website launch, China Eastern achieved impressive results — including an increase in conversion rates by 300% and unique views by 19%, as well as a bounce rate reduction of 37%.

China Eastern Airlines Corporation Limited is one of the three major airlines in Mainland China. Currently, it operates a fleet of over 600 aircrafts, with average age less than 5.5 years, being one of the youngest fleets in major airlines in the world. As a member of the SkyTeam Alliance, CEA serves over 100 million passengers globally per year and ranks 7th in the world. Through its air network, CEA now reaches 1,052 destinations in 177 countries. Frequent Flyers of Eastern Miles are privileged with 672 lounges worldwide within all 20 SkyTeam member airlines.

SDL is the global innovator in language translation technology, services and content management.