LE FIGARO.
- How did online reviews take precedence over professional recommendations?
Benoît DUGUAY.
-
Before the Internet, we transferred our trust to a travel agent whose job it was to organize our vacations.
With unlimited access to information, consumers' demands have increased: they want to choose their transport, accommodation, activities, according to very specific criteria and constant updating.
Commercial tourist guides are often written by a single journalist and published once a year.
Online, thousands of customers are sharing their experiences hour by hour.
Despite the lack of a common frame of reference, the professional is erased in favor of a mass with very varied expectations.
Benoît Duguay, professor of the urban and tourist studies department at the University of Quebec in Montreal Press photo
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Should we believe the opinions of travelers online?
Does this frantic notation participate in the standardization of addresses?
Consumption is influenced by countless variables, but the power of reviews is undeniable in the booking process.
I regret that the algorithms of popular platforms do not favor small establishments, less frequented and therefore less rated.
By empowering travelers to appreciate what the masses love, platforms create overcrowded destinations and contribute to mass tourism.
All this despite the excitement of discovering unknown terrain, an integral component of the adventure, even if it means taking the risk of disappointment.
Have professionals adapted to this new form of influence?
From a merchant perspective, you can't ignore comments, whether good or bad.
The big hotel chains have adapted better than the independents who often think that the investment in time and money is too important.
It is however well known: a dissatisfied customer speaks negatively about it to 12 people and a customer who has had a problem solved speaks positively to 20 people.
I am the first to do so.
If we have a good comment, we thank the person for their loyalty.
If it's negative, we try to find a solution.
Marketing needs to be the same online as it is in real life, there are always ways to put people first.
