Other pages that are currently only in English, including ones for booking hotels and rental cars, may become available in Spanish in the coming months, he added.

Idiom's competitors include SDL International PLC, a Maidenhead, England-based vendor that offers translation services as well as translation management software.

Don DePalma, an analyst at Common Sense Advisory Inc. in Chelmsford, Mass., said Idiom's approach to wrapping its software around a company's existing content management system means that users "don't have to bulldoze what they've done before" to integrate translation management.

The idea of making Web sites multilingual is growing, said Ron Rogowski, an analyst at Forrester Research Inc. He added that if Continental's business strategy "is to focus on different markets, then they've got the backbone on which to build."