Last year, 66 million reviews were submitted to TripAdvisor by global travellers, and the report claims 4.7% of all submissions were rejected or removed either automatically or manually. It also claims only 2.1% were determined to be fraudulent, and that more than 1 million fake reviews were prevented from being displayed before they were posted. TripAdvisor challenges other platforms like Google and Facebook to do more about fake reviews.
TripAdvisor’s first-ever ‘Review Transparency Report’ reveals details about its review moderation processes, and follows an investigation by Which? Travel which showed that TripAdvisor was ‘failing to stop a flood of fake and suspicious’ 5-star reviews from boosting the ratings of some of its highest-ranked hotels.