Tripadvisor faces growing wave of fake reviews in 2024

03-06-25

In 2024, Tripadvisor removed over 2.7 million fraudulent reviews, accounting for approximately 8% of the 31.1 million reviews submitted that year. This sharp increase compared to previous years underscores the growing scale of the fake review problem across travel platforms.

According to Tripadvisor’s 2025 Transparency Report, the company categorizes fraudulent reviews into several types: "boosting" (54%), where businesses post fake positive reviews about themselves; "member fraud" (39%), which includes misleading content without direct business influence; and "paid reviews" (4.8%), considered the most damaging due to their deliberate manipulation of consumer perception.

Indonesia and Vietnam were responsible for more than one-third of all paid reviews identified, despite the fact that only 17% of legitimate reviews originated from Asia. This points to a disproportionate concentration of fraudulent activity in those regions, drawing attention to the global nature of review manipulation networks.

To combat these practices, Tripadvisor has adopted increasingly sophisticated detection methods, incorporating artificial intelligence, behavioral biometrics, and pattern recognition systems. Additionally, the company employs undercover investigators who pose as fake review intermediaries to expose offenders and shut down their operations.

In 2024, the company also removed more than 200,000 reviews generated by artificial intelligence. While not inherently fraudulent, these AI-written reviews are currently banned by Tripadvisor to preserve the authenticity and originality of user experiences. The platform fears that a flood of generic, machine-written content could undermine consumer trust and dilute the real value of user-generated reviews.

Becky Foley, Tripadvisor’s Vice President and Head of Trust and Safety, acknowledged that the fight against fake content is an ongoing challenge. "We might not catch a fake review the first time, but eventually we will," she said, reaffirming the company’s commitment to maintaining the credibility of its platform.

This latest report highlights the critical need for users to approach online reviews with a discerning eye. Even a five-star rating may not necessarily reflect an authentic experience. As fake reviews become more sophisticated and geographically dispersed, maintaining consumer confidence will require ongoing transparency, innovation in detection systems, and stronger collaboration with regulators and honest businesses alike.

In collaboration with:

This site uses cookies from Google to deliver its services and to analyze traffic. Information about your use of this site is shared with Google. By using this site, you agree to its use of cookies.

Legal notice