La révolution des sites de notation

CAMBRIDGE – « Bonjour monsieur, en quoi puis-je vous aider ? » m’a interpelé le concierge d’un hôtel parisien. Je me suis alors demandé ce qu’il était advenu de l’irrévérence qui fait la réputation de cette ville – notamment à l’encontre des touristes américains. Si la capitale française n’est plus désormais la ville la plus discourtoise d’Europe, c’est peut-être grâce à la multiplication des sites Web faisant appel à l’avis des internautes, tels que TripAdvisor.

Les sites de voyage existent depuis les années 1990, époque d’apparition de plateformes telles qu’Expedia, Travelocity, et autres sites de réservation de vacances, permettant aux voyageurs de comparer les prix des vols et des hôtels en un simple clic. Les informations n’étant plus contrôlées par les agences de voyage, ou dissimulées par les réseaux commerciaux, l’industrie touristique a ainsi connu une véritable révolution, à mesure que le renforcement de la transparence contribuait par ailleurs à pousser les prix à la baisse.

Et voici que le secteur est aujourd’hui confronté à une nouvelle époque révolutionnaire – qui voit cette fois-ci transformée la qualité des services. Un certain nombre de plateformes de notation – spécialisées dans les hôtels (TripAdvisor), les restaurants (Zagat), les logements (Airbnb) et les taxis (Uber) – permettent aux voyageurs de formuler des avis et d’échanger leurs expériences aux yeux de tous.

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