Tripadvisor's 2025 Transparency Report reveals strong review submissions and improved fraud detection
Tripadvisor (TRIP) has released its fourth biennial Transparency Report, highlighting significant growth in user contributions and enhanced fraud detection efforts in 2024. Key metrics include:
- Nearly 80 million total contributions (9% increase), including 31.1 million reviews and 38.1 million photos/videos
- 45% surge in reviews for experiences, attractions, and activities
- 11 million business owner responses to reviews
- 2.7 million fraudulent reviews prevented
- 214,000 AI-generated reviews identified and removed
The platform's content moderation system processed 87.8% of reviews through automation, with 7.3% rejected and 4.9% flagged for further review. The Trust and Safety team moderated 13.5% of all reviews. Review fraud mainly consisted of 'review boosting' (54%), with 9,000 businesses warned for incentivized reviews. Tripadvisor has joined the Coalition for Trusted Reviews alongside major platforms like Amazon and Expedia to establish industry-wide standards.
Tripadvisor (TRIP) ha pubblicato il suo quarto Rapporto biennale sulla Trasparenza, evidenziando una crescita significativa nei contributi degli utenti e sforzi migliorati nella rilevazione delle frodi nel 2024. Metrica chiave includono:
- Quasi 80 milioni di contributi totali (aumento del 9%), tra cui 31,1 milioni di recensioni e 38,1 milioni di foto/video
- Aumento del 45% nelle recensioni per esperienze, attrazioni e attività
- 11 milioni di risposte dei proprietari di aziende alle recensioni
- 2,7 milioni di recensioni fraudolente prevenute
- 214.000 recensioni generate da AI identificate e rimosse
Il sistema di moderazione dei contenuti della piattaforma ha elaborato l'87,8% delle recensioni tramite automazione, con il 7,3% rifiutato e il 4,9% segnalato per ulteriori controlli. Il team di Fiducia e Sicurezza ha moderato il 13,5% di tutte le recensioni. La frode nelle recensioni consisteva principalmente in 'potenziamento delle recensioni' (54%), con 9.000 aziende avvertite per recensioni incentivanti. Tripadvisor si è unita alla Coalizione per Recensioni Affidabili insieme a grandi piattaforme come Amazon ed Expedia per stabilire standard a livello di settore.
Tripadvisor (TRIP) ha publicado su cuarto Informe bienal de Transparencia, destacando un crecimiento significativo en las contribuciones de los usuarios y esfuerzos mejorados en la detección de fraudes en 2024. Métricas clave incluyen:
- Casi 80 millones de contribuciones totales (aumento del 9%), incluyendo 31,1 millones de reseñas y 38,1 millones de fotos/videos
- Aumento del 45% en reseñas para experiencias, atracciones y actividades
- 11 millones de respuestas de propietarios de negocios a reseñas
- 2,7 millones de reseñas fraudulentas prevenidas
- 214,000 reseñas generadas por IA identificadas y eliminadas
El sistema de moderación de contenido de la plataforma procesó el 87,8% de las reseñas a través de la automatización, con un 7,3% rechazadas y un 4,9% marcadas para revisión adicional. El equipo de Confianza y Seguridad moderó el 13,5% de todas las reseñas. El fraude en las reseñas consistió principalmente en 'aumento de reseñas' (54%), con 9,000 negocios advertidos por reseñas incentivadas. Tripadvisor se ha unido a la Coalición por Reseñas Confiables junto a grandes plataformas como Amazon y Expedia para establecer estándares en toda la industria.
트립어드바이저 (TRIP)가 2024년 사용자 기여도와 향상된 사기 탐지 노력을 강조한 네 번째 격년 투명성 보고서를 발표했습니다. 주요 지표는 다음과 같습니다:
- 총 8천만 건의 기여 (9% 증가), 3,110만 건의 리뷰 및 3,810만 건의 사진/비디오 포함
- 경험, 명소 및 활동에 대한 리뷰가 45% 증가
- 리뷰에 대한 사업자 응답 1,100만 건
- 270만 건의 사기 리뷰 예방
- 21만 4천 건의 AI 생성 리뷰가 식별되어 삭제됨
플랫폼의 콘텐츠 조정 시스템은 자동화를 통해 87.8%의 리뷰를 처리했으며, 7.3%는 거부되고 4.9%는 추가 검토를 위해 플래그가 지정되었습니다. 신뢰 및 안전 팀은 모든 리뷰의 13.5%를 조정했습니다. 리뷰 사기는 주로 '리뷰 부스트' (54%)로 구성되었으며, 9,000개의 사업체가 인센티브 리뷰로 경고를 받았습니다. 트립어드바이저는 아마존 및 익스피디아와 함께 신뢰할 수 있는 리뷰를 위한 연합에 가입하여 산업 전반의 기준을 설정하고 있습니다.
Tripadvisor (TRIP) a publié son quatrième Rapport de transparence biennal, mettant en avant une croissance significative des contributions des utilisateurs et des efforts renforcés de détection de fraudes en 2024. Métriques clés incluent :
- Près de 80 millions de contributions totales (augmentation de 9 %), dont 31,1 millions d'avis et 38,1 millions de photos/vidéos
- Augmentation de 45 % des avis pour les expériences, attractions et activités
- 11 millions de réponses de propriétaires d'entreprise aux avis
- 2,7 millions d'avis frauduleux empêchés
- 214 000 avis générés par l'IA identifiés et supprimés
Le système de modération de contenu de la plateforme a traité 87,8 % des avis par automatisation, avec 7,3 % rejetés et 4,9 % signalés pour un examen plus approfondi. L'équipe de confiance et de sécurité a modéré 13,5 % de tous les avis. La fraude aux avis consistait principalement en 'augmentation des avis' (54 %), avec 9 000 entreprises averties pour des avis incitatifs. Tripadvisor a rejoint la Coalition pour des avis fiables aux côtés de grandes plateformes comme Amazon et Expedia pour établir des normes à l'échelle de l'industrie.
Tripadvisor (TRIP) hat seinen vierten biennalen Transparenzbericht veröffentlicht, der ein signifikantes Wachstum bei den Nutzerbeiträgen und verbesserte Betrugserkennungsmaßnahmen im Jahr 2024 hervorhebt. Wichtige Kennzahlen umfassen:
- Fast 80 Millionen Gesamtbeiträge (9% Anstieg), darunter 31,1 Millionen Bewertungen und 38,1 Millionen Fotos/Videos
- 45% Anstieg der Bewertungen für Erlebnisse, Attraktionen und Aktivitäten
- 11 Millionen Antworten von Geschäftsinhabern auf Bewertungen
- 2,7 Millionen betrügerische Bewertungen verhindert
- 214.000 KI-generierte Bewertungen identifiziert und entfernt
Das Moderationssystem der Plattform hat 87,8% der Bewertungen automatisiert verarbeitet, wobei 7,3% abgelehnt und 4,9% zur weiteren Überprüfung markiert wurden. Das Team für Vertrauen und Sicherheit moderierte 13,5% aller Bewertungen. Bewertungsbetrug bestand hauptsächlich aus 'Bewertungssteigerung' (54%), wobei 9.000 Unternehmen wegen Anreizbewertungen gewarnt wurden. Tripadvisor ist der Koalition für vertrauenswürdige Bewertungen beigetreten, zusammen mit großen Plattformen wie Amazon und Expedia, um branchenweite Standards zu etablieren.
- 9% increase in total user contributions to 80 million
- 45% growth in experience and attraction reviews
- High engagement with 11 million business owner responses
- Successful prevention of 2.7 million fraudulent reviews
- Strategic partnership in Coalition for Trusted Reviews with major platforms
- 54% of fraud attempts from review boosting indicates significant manipulation attempts
- Rising challenge of AI-generated fake reviews (214,000 removed)
- 9,000 businesses caught attempting review manipulation
Insights
Tripadvisor's latest Transparency Report reveals several positive operational metrics that indicate strengthening platform fundamentals. The 9% growth in overall content submissions shows healthy user engagement, but the 45% surge in experience and attraction reviews is particularly significant as it aligns with Tripadvisor's strategic pivot toward the higher-margin experiences marketplace beyond traditional hotel bookings.
This experiences category represents a important revenue diversification strategy with better economics than hotel bookings. The substantial growth in user-generated content directly feeds Tripadvisor's flywheel business model - more authentic content drives user engagement, which attracts advertisers and boosts booking opportunities. Additionally, strong community engagement metrics (11 million owner responses, 2.6 million forum posts) indicate a vibrant ecosystem that supports monetization efforts.
The company's increasing sophistication in content moderation and fraud detection should be viewed as an essential competitive moat rather than merely a cost center. While some companies are reducing Trust & Safety investments, Tripadvisor's commitment here creates meaningful differentiation in an era of declining consumer trust. Their leadership role in the new Coalition for Trusted Reviews alongside industry giants establishes standards that may disadvantage smaller competitors and reinforces Tripadvisor's position in the travel guidance ecosystem.
The proactive handling of AI-generated content (214,000 reviews removed) demonstrates forward-thinking risk management that could avoid future regulatory complications and preserve the platform's authenticity advantage. Overall, these operational metrics suggest a strengthening foundation for Tripadvisor's core business.
The report, released every two years, analyzes the prior year's global community contributions, offering a deep dive into global submissions and highlighting shifting review trends.
Becky Foley, Head of Trust & Safety at Tripadvisor, said: "As the world's largest travel guidance platform, no one has a greater commitment to ensuring that the content on our site is reliable and trustworthy. While many companies are scaling back their Trust and Safety efforts, Tripadvisor remains steadfast in prioritizing trust. These actions reaffirm our unwavering commitment to consumer protection and our leadership in the travel industry through integrity and innovation. As Tripadvisor celebrates its 25th anniversary, the company is proud to have spent those years dedicated to fostering a trusted resource for travelers and businesses."
Tripadvisor's 2025 Transparency Report's key insights include:
1. Strong growth for content submissions
Travelers shared nearly 80 million contributions in 2024 via the Tripadvisor website and app, a
Community engagement also remained extremely high in 2024. Tripadvisor business owners responded to over 11 million reviews, while members responded to 257,000 questions from fellow travelers. Tripadvisor's forums remain a popular place to learn about destinations and discuss travel, with almost 2.6 million posts published last year.
2. A Multi-Layered Approach to Content Moderation
Reviews submitted to Tripadvisor can be subject to three review moderation processes, including automation, human oversight, and community input to ensure content integrity and fairness. Around 9 out of 10 reviews (
3. Fighting Fake Reviews
Tripadvisor continues to tackle fraudulent activity, including fake reviews that are designed to manipulate business listings' ratings and rankings. Through a combination of advanced technology, human analysis, and community engagement, Tripadvisor successfully safeguarded travelers from 2.7 million fraudulent reviews in 2024.
'Review boosting,' where business owners, employees, or anyone affiliated with a business posts positive reviews to boost their own rankings, accounted for the majority of fake review submissions (
Around 9,000 businesses received warnings for engaging in incentivized reviews, which is where businesses 'bribe' customers or 'reward' employees for positive reviews. In fact, 360,000 removed reviews were linked to employee incentive programs, where businesses offer rewards to their own staff in exchange for positive reviews.
With fraudulent review schemes evolving, Tripadvisor has strengthened its fraud detection models and reinforced policies that lead to penalizing businesses on our platform, continuing to stay one step ahead of the bad actors.
4. The Impact of Generative AI
Generative AI is having a noticeable impact on submissions posted to the platform and 214,000 AI-generated reviews were flagged and removed in 2024 to prevent misleading content.
"Our approach to AI-generated content is rooted in maintaining traveler trust in opinions shared on our platform," added Foley. "While AI has many benefits, removing reviews identified as being written by AI helps our users avoid a 'sea of sameness' on Tripadvisor, allowing them to discover truly unique insights from fellow travelers."
5. Increased Industry Collaboration
As a way to continue to collaborate and lead in the review space, Tripadvisor has joined forces with other major online platforms to establish the Coalition for Trusted Reviews. This global initiative, founded alongside Amazon, Expedia Group, Glassdoor, Booking.com and Trustpilot, focuses on industry-wide standards to define and prevent fake reviews; best practice sharing for content moderation; collaborative fraud detection efforts and policy advocacy to support stronger consumer protections.
To read the full report, visit: www.tripadvisor.com/TransparencyReport2025
About Tripadvisor
Tripadvisor, the world's largest travel guidance platform*, helps millions of people each month** become better travelers, from planning to booking to taking a trip. Travelers across the globe use Tripadvisor's website and app to discover where to stay, what to do and where to eat based on guidance from those who have been there before. With more than a billion reviews and contributions, travelers turn to Tripadvisor to find deals on accommodations, book experiences, reserve tables at delicious restaurants and discover great places nearby.
Tripadvisor LLC is a wholly owned subsidiary of Tripadvisor, Inc. (Nasdaq: TRIP). The subsidiaries of Tripadvisor, Inc. own and operate a portfolio of travel media brands and businesses, operating under various websites and apps.
* Source: SimilarWeb, unique users de-duplicated monthly, March 2025
** Source: Tripadvisor internal log fileslease
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SOURCE Tripadvisor
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