Die Macht der Bewertungsportale

CAMBRIDGE – „Bonjour Monsieur, comment pourrais-je vous aider?“, fragt mich die beflissene Concierge in meinem Hotel in Paris. Ich komme nicht umhin, mich zu wundern, was aus der berüchtigten Arroganz der Stadt geworden ist – vor allem gegenüber amerikanischen Touristen. Wenn die französische Hauptstadt nicht mehr die unhöflichste Stadt Europas ist, haben wir das möglicherweise der Verbreitung von Bewertungsportalen im Internet, wie etwa TripAdvisor, zu verdanken.

Reise-Webseiten gibt es seit den 1990er-Jahren, als Expedia, Travelocity und andere Reisebuchungsportale aus der Taufe gehoben wurden, auf denen Reisende Flug- und Hotelpreise per Mausklick vergleichen konnten. Da Informationen nicht mehr von Reisebüros kontrolliert wurden oder in den internen Netzwerken der Unternehmen verborgen waren, wurde die Reisebranche revolutioniert, denn größere Transparenz trug dazu bei, die Preise zu senken.

Heute steckt die Branche mitten in einer neuen Revolution – dieses Mal einem Wandel der Servicequalität. Auf Bewertungsportalen im Internet – die auf Hotels (TripAdvisor), Restaurants (Zagat), Apartments (Airbnb) und Taxis (Uber) spezialisiert sind – können Reisende ihre Bewertungen und Erfahrungen für alle sichtbar veröffentlichen.

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