Amtrak Case Study

Domestic Trains … Global Sales

  • Amtrak translated its website for U.S. Hispanics—and soon discovered international demand from Spanish-speakers

  • This insight motivated adding German, French, and Chinese

  • Each new site paid for itself in under 3 months


Amtrak is "America's Railroad," the nation's intercity passenger rail service and its high-speed rail operator. With 21,000 route miles in 46 states, the District of Columbia and three Canadian provinces, Amtrak operates more than 300 trains to more than 500 destinations each day.

In 2006, Amtrak recognised the importance of the growing U.S. Hispanic market. The organisation wanted to offer online information & ticket sales to U.S.-based Spanish-speaking customers. Amtrak considered building a second "mirror" website in Spanish using in-house resources, but this would require slow and costly IT effort. Fortunately, Amtrak found MotionPoint.

Amtrak chose MotionPoint as its translation, localisation, and optimisation solution because of its speed-to-market, ease of deployment, and cost-effectiveness. In 58 days and with zero IT integration, MotionPoint delivered a fully-functioning Spanish website.


Naturally, Amtrak's Spanish site reached its intended U.S. Hispanic market. But to Amtrak's surprise, the site also found an audience in Spain and South America. This suggested an international strategy that Amtrak hadn't considered before. Successive launches of German, French, and Chinese sites rewarded Amtrak's data-driven strategy. Each site paid for itself even quicker than the last. The most recent Chinese launch paid for itself in less than 30 days.

More importantly, MotionPoint's on-going optimisation services has yielded a stunning ROI and year-over-year increase in sales. Revenue from the locally-optimised sites generated a 4-year Compounded Annual Growth Rate of 60% from FY '10 to FY '14.

Amtrak Chart


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