TOURISM INDUSTRY: Word of mouth is just a click away

In the search for top online ratings, tourists and the industry have reason to cheer,say Carlo Ratti and Matthew Claudel

BONJOUR Monsieur, comment pourrais-je vous aider?” asks the obsequious concierge at my Paris hotel. I immediately wonder what happened to the city’s infamous haughtiness. If the French capital is no longer Europe’s rudest city, we can perhaps thank the growth of online rating tools, such as TripAdvisor.

Travel websites have been around since the 1990s, when Expedia, Travelocity, and other holiday booking sites were launched, allowing travellers to compare flight and hotel prices with the click of a mouse. With information no longer controlled by travel agents or hidden in business networks, the travel industry was revolutionised, as greater transparency helped slash prices.