Trust in travel: Tripadvisor's 2025 transparency report

A closer look at how Tripadvisor fights fake reviews, embraces AI, and champions industry collaboration to protect traveler authenticity

Tripadvisor has released the 2025 edition of its Transparency Report, emphasizing ongoing efforts to maintain trust and reliability on its platform. Celebrating its 25th anniversary, Tripadvisor reaffirmed its strong commitment to consumer protection, trust, and innovation, positioning itself as an industry leader in trustworthy travel guidance.

Key takeaways

• Content growth and engagement: 80 million user contributions in 2024 (9% growth), with significant increases in reviews of experiences and attractions (up 45%). High community participation, including 11 million business responses and active forums with 2.6 million posts.
• Robust moderation practices: Reviews undergo automation, human moderation, and community oversight. 87.8% of reviews passed automation, 7.3% were rejected automatically, and 4.9% were reviewed by moderators, totaling 4.2 million moderated reviews (13.5%).
• Active measures against fake reviews: Removed 2.7 million fraudulent reviews in 2024, with "review boosting" (self-promotion by businesses or staff) representing 54% of fake review activity. Issued warnings to 9,000 businesses and removed 360,000 incentivized employee reviews.
• Impact of generative AI: Detected and removed 214,000 AI-generated reviews to maintain authenticity and uniqueness of traveler content.
• Enhanced industry collaboration: Established the Coalition for Trusted Reviews with platforms including Amazon, Expedia, Glassdoor, Booking.com, and Trustpilot to tackle fake reviews collectively, set industry standards, and strengthen consumer protections.

Get the full story at Tripadvisor