- Tripadvisor rejected or removed more than 2.7 million fake reviews in 2024, up from two million in 2023.
Review Review Process
The company revealed the data in its 2025 Transparency Report, noting that moderators reviewed approximately 4.2 million reviews either before or after they were published. Tripadvisor uses a three-tier review system, which includes automated reviews, human oversight, and community input.
In 2024, 87.8% of the 31.1 million reviews passed automated reviews and were published, while 7.3% were rejected through technology analysis and 4.9% were flagged by moderators.
Top Fraudulent Practices
The majority of fake reviews (54%) came from the practice of “review boosting,” where businesses or partners post positive reviews to boost their ratings. Tripadvisor warned nearly 9,000 businesses that provided incentives to customers or employees to post positive reviews.
Member fraud, which is the posting of reviews that violate guidelines, accounted for 39% of fake reviews. Additionally, 4.8% of fake reviews were related to vandalism, and 2.1% were related to paid reviews.
The AI ??Issue
Tripadvisor is also addressing the impact of AI, removing 214,000 AI-generated reviews last year.
“Our approach to AI-generated content is built on maintaining traveler trust in the opinions shared on our platform,” said Becky Foley, Tripadvisor’s head of trust and safety.
“While AI has many benefits, removing reviews identified as AI-generated helps our users avoid an ‘ocean of sameness’ and discover truly unique opinions from other travelers.”
Commitment to trust
The latest report shows that fake review attempts are down 34% compared to the previous year. According to Foley, the platform remains committed to trust:
“As the world’s largest travel guide platform, no one is more committed than us to ensuring that the content on our site is trustworthy and authentic,” she said.
“While many companies are scaling back their efforts on safety and trust, Tripadvisor remains steadfast in prioritizing trust. These actions reaffirm our ongoing commitment to consumer protection and our leadership in the tourism industry through integrity and innovation.”
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