Answer:
Language barrier
Explanation:
Language barrier is the phase of figurative, that is used primarily to state the linguistic barrier to communication, that is difficulties faced in communication through people or the groups who originally speaks different languages.
For example, When two people having the communication in the same language, dialectal could be the difficulty in their communication.
So, in this scenario, the hotel examples are of language barrier in the global markets, that the international market researchers need to consider.