Foreword
Welcome to our latest Transparency Report, which we release as Tripadvisor celebrates its 25th anniversary - a momentous moment for any brand. Over the past two and a half decades, the internet has changed consumer behavior beyond recognition, with online reviews now an ever-present component of any purchase. Nowhere is this change more evident than in the travel sector, where taking a trip can be a huge commitment, both in terms of cost and free time, making access to trustworthy, accurate information absolutely essential.
As the world’s largest travel guidance platform, our responsibility has evolved far beyond simply providing access to reviews from fellow travelers. We are committed to ensuring that our content not only informs and inspires travelers around the world, but also supports the diverse businesses and destinations that contribute to the richness of global travel. Each review submitted to our platform is a part of that ecosystem, and it’s our duty to maintain a space where travelers and industry stakeholders alike can benefit from reliable, relevant guidance.
Over the years, we’ve seen countless examples of how important this guidance is to our global community. And the trust that millions of travelers continue to place in Tripadvisor reinforces the efficacy of the constantly evolving policies, processes and techniques we use to keep our content reliable and trustworthy. This latest edition of our Review Transparency Report provides an in-depth look at these measures and shines light on the steps we take to maintain this ecosystem for our community.
Foreword
Welcome to our latest Transparency Report, which we release as Tripadvisor celebrates its 25th anniversary - a momentous moment for any brand. Over the past two and a half decades, the internet has changed consumer behavior beyond recognition, with online reviews now an ever-present component of any purchase. Nowhere is this change more evident than in the travel sector, where taking a trip can be a huge commitment, both in terms of cost and free time, making access to trustworthy, accurate information absolutely essential.
As the world’s largest travel guidance platform, our responsibility has evolved far beyond simply providing access to reviews from fellow travelers. We are committed to ensuring that our content not only informs and inspires travelers around the world, but also supports the diverse businesses and destinations that contribute to the richness of global travel. Each review submitted to our platform is a part of that ecosystem, and it’s our duty to maintain a space where travelers and industry stakeholders alike can benefit from reliable, relevant guidance.
Over the years, we’ve seen countless examples of how important this guidance is to our global community. And the trust that millions of travelers continue to place in Tripadvisor reinforces the efficacy of the constantly evolving policies, processes and techniques we use to keep our content reliable and trustworthy. This latest edition of our Review Transparency Report provides an in-depth look at these measures and shines light on the steps we take to maintain this ecosystem for our community.
Executive summary
This report offers an in-depth look at contributions from our community for the whole of 2024, analyzing over 31 million reviews and opinions from travelers worldwide. It captures global trends around content submissions, exploring the volume and type of content posted on Tripadvisor last year.
Readers will also discover the rigorous process each review undergoes before it’s posted on Tripadvisor. From our commitment to upholding community standards to our proactive measures against fake and harmful content, this report reveals the behind-the-scenes efforts that make Tripadvisor a trusted and unique guide for travelers and food lovers alike.
Key findings
Key findings
Tripadvisor is the world’s largest travel guidance platform, creating a truly unique space where travelers find trusted advice and inspiration, wherever they’re headed. Section One of this report takes a deep dive into the contributions from our community on which this trusted platform is built, focusing on trends in community submissions from January to December 2024.
Tripadvisor is the world’s largest travel guidance platform, creating a truly unique space where travelers find trusted advice and inspiration, wherever they’re headed. Section One of this report takes a deep dive into the contributions from our community on which this trusted platform is built, focusing on trends in community submissions from January to December 2024.
Global content trends
In 2024, our community shared an incredible 79.7 million contributions via the Tripadvisor website and app. This included 31.1 million reviews and 38.1 million photos and videos, surpassing figures for the previous edition of this report.
Business owners have actively engaged with our community, responding to more than 11.3 million reviews, while members have answered around 257,000 questions from fellow travelers. Forum discussions remain a hugely popular place to learn about destinations and discuss travel, with almost 2.6 million posts published in 2024.
Unsurprisingly, this flow of travel guidance peaked during the Northern Hemisphere summer months, with more than 6.6 million reviews submitted in July and August alone.
Review Submissions by Month
While these seasonal trends followed a predictable annual pattern in 2024, exploring reviews by business category surfaces some interesting trends from the last 12 months. Of the 31.1 million reviews posted, around one-third (30.9%) were for accommodations, down from over 40% in 2022. While the sheer number of accommodation reviews in 2024 was comparable to the previous report, this relative drop is a result of significant jumps in the volume of restaurant and experience reviews posted last year.
Restaurant reviews represented over 40% of submissions in 2024 and for the first time out-paced accommodation submissions. We also saw a significant surge in reviews for experiences, attractions and activities (up over 45% vs 2022) as this category continues to grow in popularity with our community.
Global content trends
In 2024, our community shared an incredible 79.7 million contributions via the Tripadvisor website and app. This included 31.1 million reviews and 38.1 million photos and videos, surpassing figures for the previous edition of this report.
Business owners have actively engaged with our community, responding to more than 11.3 million reviews, while members have answered around 257,000 questions from fellow travelers. Forum discussions remain a hugely popular place to learn about destinations and discuss travel, with almost 2.6 million posts published in 2024.
Unsurprisingly, this flow of travel guidance peaked during the Northern Hemisphere summer months, with more than 6.6 million reviews submitted in July and August alone.
Review Submissions by Month
While these seasonal trends followed a predictable annual pattern in 2024, exploring reviews by business category surfaces some interesting trends from the last 12 months. Of the 31.1 million reviews posted, around one-third (30.9%) were for accommodations, down from over 40% in 2022. While the sheer number of accommodation reviews in 2024 was comparable to the previous report, this relative drop is a result of significant jumps in the volume of restaurant and experience reviews posted last year.
Restaurant reviews represented over 40% of submissions in 2024 and for the first time out-paced accommodation submissions. We also saw a significant surge in reviews for experiences, attractions and activities (up over 45% vs 2022) as this category continues to grow in popularity with our community.
Regional review trends
As a truly global platform, Tripadvisor receives review submissions from all around the world. In 2024, members from Europe accounted for half (50%) of total submissions, while North American users submitted almost one in five (17.1%). Asia saw its share of submissions climb from 12% in 2022, to over 16% in 2024 - its largest ever contribution to global totals.
The most reviewed destination on the planet in 2024 was London, UK, which was recently awarded Tripadvisor’s Travellers’ ChoiceⓇ Award for 2025 Best of the Best Destinations. These are awarded to the most sought after global destinations, according to Tripadvisor members.
Review Submissions by Region (2024)
Regional review trends
As a truly global platform, Tripadvisor receives review submissions from all around the world. In 2024, members from Europe accounted for half (50%) of total submissions, while North American users submitted almost one in five (17.1%). Asia saw its share of submissions climb from 12% in 2022, to over 16% in 2024 - its largest ever contribution to global totals.
The most reviewed destination on the planet in 2024 was London, UK, which was recently awarded Tripadvisor’s Travellers’ ChoiceⓇ Award for 2025 Best of the Best Destinations. These are awarded to the most sought after global destinations, according to Tripadvisor members.
Review Submissions by Region (2024)
Recognizing remarkable businesses
During 2024, the distribution of travel reviews on Tripadvisor remained relatively consistent with previous reports across our 1 to 5-star bubble system. Around 75% of reviews were given a 5-bubble score and the average rating climbed to 4.42 bubbles, which speaks to the incredible role Tripadvisor plays within the travel community - a space that is overwhelmingly used by travelers to share positive experiences about their trips.
In a world where bite-sized social media content is increasingly ubiquitous, we might expect to see submissions getting shorter. However, our data around long-form reviews tells a different story. In 2024, the average word count for restaurant reviews remained consistent with 2022, while the length of hotel and experience reviews both increased when compared to the previous report - a testament to the value our community places on detailed, long-form guidance. This content, which accompanies a rating, is important to our platform as it can directly influence the ranking of a business on Tripadvisor.
Recognizing remarkable businesses
During 2024, the distribution of travel reviews on Tripadvisor remained relatively consistent with previous reports across our 1 to 5-star bubble system. Around 75% of reviews were given a 5-bubble score and the average rating climbed to 4.42 bubbles, which speaks to the incredible role Tripadvisor plays within the travel community - a space that is overwhelmingly used by travelers to share positive experiences about their trips.
In a world where bite-sized social media content is increasingly ubiquitous, we might expect to see submissions getting shorter. However, our data around long-form reviews tells a different story. In 2024, the average word count for restaurant reviews remained consistent with 2022, while the length of hotel and experience reviews both increased when compared to the previous report - a testament to the value our community places on detailed, long-form guidance. This content, which accompanies a rating, is important to our platform as it can directly influence the ranking of a business on Tripadvisor.
Booming business listings
In 2024, Tripadvisor reached a milestone with a record 12.46 million total business listings. This represents significant growth compared to 11.2 million listings in 2022, and a nearly 43% increase from 2018, when we first publicly reported these figures.
These listings represent businesses from every corner of the Earth - from Asia to Antarctica - reflecting the truly global nature of our platform. European-based businesses are most strongly represented on the platform, accounting for around 40% of listings compared to 25% for North America and 22% for Asia.
Tripadvisor’s Trust & Safety team works around the clock to keep the information we display accurate, including phone numbers, addresses, and websites for business listings. In 2024 alone, more than 24 million edits were made to update and verify details for more than three million listings.
Tripadvisor is a testament to the evolution of technology in the digital age. What started as a simple resource for hotel reviews has transformed into a multifaceted, trusted tool for travelers worldwide. Behind our platform sits a range of highly sophisticated tools and processes that help to ensure that every piece of content submitted to Tripadvisor provides a genuine, unbiased account.
This section looks at some of the tools and processes that support our approach to content moderation, outlining the journey of a review and the actions we take when that content is contested by our community.
Tripadvisor is a testament to the evolution of technology in the digital age. What started as a simple resource for hotel reviews has transformed into a multifaceted, trusted tool for travelers worldwide. Behind our platform sits a range of highly sophisticated tools and processes that help to ensure that every piece of content submitted to Tripadvisor provides a genuine, unbiased account.
This section looks at some of the tools and processes that support our approach to content moderation, outlining the journey of a review and the actions we take when that content is contested by our community.
The journey of a review
We use a three-part system which includes automated checks, human moderation, and community input to ensure reviews meet our community guidelines. This thorough process balances speed, accuracy, and fairness to maintain the platform’s integrity.
The journey of a review
We use a three-part system which includes automated checks, human moderation, and community input to ensure reviews meet our community guidelines. This thorough process balances speed, accuracy, and fairness to maintain the platform’s integrity.
Section three explores our industry-leading approach to tackling fraudulent content on Tripadvisor - often referred to by the blanket term ‘fake reviews’.
Section three explores our industry-leading approach to tackling fraudulent content on Tripadvisor - often referred to by the blanket term ‘fake reviews’.
Fake reviews explained
We define a fake review as any review submitted by someone who is knowingly submitting biased or non-firsthand content, in an effort to manipulate a property’s reputation on our site. This includes instances where business owners or employees post positive reviews to boost their own rankings (review “boosting”) or competitors leaving a false, damaging review to discredit a business (review “vandalism”).
In 2024, we processed 31 million reviews from 21 million members across 30 million devices. We identified user location for 93% of submissions and flagged attempts to bypass detection—like IP masking or false location claims. Despite these efforts to undermine our safeguards, our system caught them, blocking or removing 2.7 million fraudulent reviews.
Fake reviews can also involve paid reviews, where businesses hire individuals or firms to post positive reviews to improve their standing on Tripadvisor. Additionally, behavior that we refer to as ‘member fraud’ occurs when a user independently submits a review that violates our fraud guidelines, often with the intent to manipulate rankings, but without direct influence from the business being reviewed.
Fake reviews explained
We define a fake review as any review submitted by someone who is knowingly submitting biased or non-firsthand content, in an effort to manipulate a property’s reputation on our site. This includes instances where business owners or employees post positive reviews to boost their own rankings (review “boosting”) or competitors leaving a false, damaging review to discredit a business (review “vandalism”).
In 2024, we processed 31 million reviews from 21 million members across 30 million devices. We identified user location for 93% of submissions and flagged attempts to bypass detection—like IP masking or false location claims. Despite these efforts to undermine our safeguards, our system caught them, blocking or removing 2.7 million fraudulent reviews.
Fake reviews can also involve paid reviews, where businesses hire individuals or firms to post positive reviews to improve their standing on Tripadvisor. Additionally, behavior that we refer to as ‘member fraud’ occurs when a user independently submits a review that violates our fraud guidelines, often with the intent to manipulate rankings, but without direct influence from the business being reviewed.
Reviews and incentives
Tripadvisor has strict guidelines against businesses offering what we call “incentivized reviews”. These are reviews submitted by our community in exchange for gifts, discounts or any other sort of freebie. This kind of activity creates secondary motivations for the staff of the businesses being reviewed, introducing bias and leading to attempted fraudulent activity on our site, so it has always been considered a violation of our review guidelines.
In 2023 we ramped up our ongoing efforts to combat the problem of incentivized reviews on Tripadvisor. More than 9,000 businesses were issued with warnings relating to incentivized reviews. These warnings informed the business in question that incentivized reviews had been detected on their listing pages and removed, along with guidance on how to avoid penalties from Tripadvisor for future policy violations.
We have also focused on detecting and mitigating fraudulent reviews linked specifically to employee incentive programs - schemes where businesses offer rewards to their own staff in exchange for positive reviews they can gather for the business. This involved educating millions of businesses around our Review Guidelines and removing over 360,000 reviews that appeared to have been submitted as part of an employee incentive program.
Finally, we’ve stepped up our consumer awareness efforts with a community email campaign. This campaign included sending to over 90 million Tripadvisor users information explaining the issues caused by incentivized reviews, how to identify them and where to report them to our Trust & Safety team.
Tripadvisor isn’t alone in its opposition to incentivized reviews. Incentivized reviews, along with other practices like paid reviews, are a growing area of concern for regulators across the globe. These practices have increasingly been banned or restricted to protect consumers from the negative effects of review bias. Tripadvisor has been proud to leverage our industry expertise to support governments in their work to protect consumers from incentivized and other review manipulation schemes.
Blackmail and threatening behavior
Safeguarding is not just about our community of travelers, we also need to ensure we have processes in place to make sure that any business listed on Tripadvisor is protected from threats such as blackmail and threatening behavior. In 2024 we removed 814 reviews associated with such reports.
Tripadvisor is one of the few online review platforms with robust systems to protect businesses from these kinds of threats, which violate our community guidelines and are often illegal. Immediate reporting of blackmail threats can supplement our investigative procedure and help us keep blackmail reviews from ever reaching the site. Click here to report instances of blackmail to the Tripadvisor team.
Reviews and incentives
Tripadvisor has strict guidelines against businesses offering what we call “incentivized reviews”. These are reviews submitted by our community in exchange for gifts, discounts or any other sort of freebie. This kind of activity creates secondary motivations for the staff of the businesses being reviewed, introducing bias and leading to attempted fraudulent activity on our site, so it has always been considered a violation of our review guidelines.
In 2023 we ramped up our ongoing efforts to combat the problem of incentivized reviews on Tripadvisor. More than 9,000 businesses were issued with warnings relating to incentivized reviews. These warnings informed the business in question that incentivized reviews had been detected on their listing pages and removed, along with guidance on how to avoid penalties from Tripadvisor for future policy violations.
We have also focused on detecting and mitigating fraudulent reviews linked specifically to employee incentive programs - schemes where businesses offer rewards to their own staff in exchange for positive reviews they can gather for the business. This involved educating millions of businesses around our Review Guidelines and removing over 360,000 reviews that appeared to have been submitted as part of an employee incentive program.
Finally, we’ve stepped up our consumer awareness efforts with a community email campaign. This campaign included sending to over 90 million Tripadvisor users information explaining the issues caused by incentivized reviews, how to identify them and where to report them to our Trust & Safety team.
Tripadvisor isn’t alone in its opposition to incentivized reviews. Incentivized reviews, along with other practices like paid reviews, are a growing area of concern for regulators across the globe. These practices have increasingly been banned or restricted to protect consumers from the negative effects of review bias. Tripadvisor has been proud to leverage our industry expertise to support governments in their work to protect consumers from incentivized and other review manipulation schemes.
Blackmail and threatening behavior
Safeguarding is not just about our community of travelers, we also need to ensure we have processes in place to make sure that any business listed on Tripadvisor is protected from threats such as blackmail and threatening behavior. In 2024 we removed 814 reviews associated with such reports.
Tripadvisor is one of the few online review platforms with robust systems to protect businesses from these kinds of threats, which violate our community guidelines and are often illegal. Immediate reporting of blackmail threats can supplement our investigative procedure and help us keep blackmail reviews from ever reaching the site. Click here to report instances of blackmail to the Tripadvisor team.
Our last Review Transparency Report, released in 2023, highlighted the potential impact of new technologies like Generative AI on platform integrity. Since the publication of that report we have implemented specific safeguards pertaining to AI generated content, which complement our existing technology and human moderation practices.
In line with our existing moderation policies designed to prioritize platform integrity, Tripadvisor has made the decision that for the time being, it will not allow reviews that have been identified as AI generated. This step ensures our users avoid a 'sea of sameness' on Tripadvisor, allowing them to discover truly unique insights from fellow travelers.
Our approach to Generative AI is having a noticeable impact on submissions posted to the platform. In 2024, Tripadvisor removed over 214,000 reviews that we had reason to believe contained AI-generated text, across 101,411 properties in 189 countries.
While Tripadvisor’s current policy prohibits AI-generated review content, as the technology is more widely adopted, there may be scenarios where its use could support users in their engagement with our platform. As with all new technologies, we will continue to evaluate the impact on platform safety and how to adapt our policy in the future.
Our last Review Transparency Report, released in 2023, highlighted the potential impact of new technologies like Generative AI on platform integrity. Since the publication of that report we have implemented specific safeguards pertaining to AI generated content, which complement our existing technology and human moderation practices.
In line with our existing moderation policies designed to prioritize platform integrity, Tripadvisor has made the decision that for the time being, it will not allow reviews that have been identified as AI generated. This step ensures our users avoid a 'sea of sameness' on Tripadvisor, allowing them to discover truly unique insights from fellow travelers.
Our approach to Generative AI is having a noticeable impact on submissions posted to the platform. In 2024, Tripadvisor removed over 214,000 reviews that we had reason to believe contained AI-generated text, across 101,411 properties in 189 countries.
While Tripadvisor’s current policy prohibits AI-generated review content, as the technology is more widely adopted, there may be scenarios where its use could support users in their engagement with our platform. As with all new technologies, we will continue to evaluate the impact on platform safety and how to adapt our policy in the future.
We are extremely proud of the work we do to create a safe trustworthy platform for our community of travelers, however we recognize that Tripadvisor is just one part of a much wider online review ecosystem.
In 2023, we teamed up with a number of like-minded platforms that host user reviews to launch the global Coalition for Trusted Reviews, a cross-industry collaboration committed to protecting access to trustworthy consumer reviews worldwide. Founding members include Amazon, Booking.com, Expedia Group, Glassdoor, Tripadvisor, and Trustpilot.
The Coalition has committed to key actions to protect consumers and partners from fake reviews, aiming to ensure the public isn’t misled by fraudulent content.
We are extremely proud of the work we do to create a safe trustworthy platform for our community of travelers, however we recognize that Tripadvisor is just one part of a much wider online review ecosystem.
In 2023, we teamed up with a number of like-minded platforms that host user reviews to launch the global Coalition for Trusted Reviews, a cross-industry collaboration committed to protecting access to trustworthy consumer reviews worldwide. Founding members include Amazon, Booking.com, Expedia Group, Glassdoor, Tripadvisor, and Trustpilot.
The Coalition has committed to key actions to protect consumers and partners from fake reviews, aiming to ensure the public isn’t misled by fraudulent content.
For over 25 years, Tripadvisor has worked to protect all travelers’ right to write. This started with creating a platform where anyone with first-hand experience of a travel service can provide honest feedback about their genuine experiences –which can range from wonderful, life affirming trips, to harrowing experiences that may involve threats to their safety and wellbeing.
A fundamental element of this open platform approach is giving reviewers the ability to share feedback without exposing their identity publicly if they do not want to. We avoid placing any unnecessary barriers that might hold reviewers back from sharing their experiences. Instead, this approach supports travelers wishing to share detailed and authentic information for the benefit of future travelers. Allowing reviews to appear on Tripadvisor without publicly exposing a user’s identity is one way Tripadvisor protects its users and their freedom of speech.
It has been suggested that user verification systems, like ID verification or proof of purchase, would prevent review fraud. The truth is that exposing reviewers’ identities publicly is not a silver bullet to prevent bad actors - especially when that exposure can undermine the richness of review content and potentially subject reviewers to negative backlash.
That’s why Tripadvisor has adopted a sophisticated, platform-relevant anti-fraud system that looks beyond ID verification or proof of purchase mechanisms - both of which are vulnerable to bad-faith manipulation by bad actors. Our approach involves the comprehensive and layered approach to trust and safety described in this report dependent on an anti-fraud detection system that is modeled on systems leveraged within the banking sector. When a review is submitted, Tripadvisor’s anti-fraud detection system goes to work to collect hundreds of data points - including (but not limited to) information about the associated device, connection, and the user’s behavioral patterns. This data is assessed against models of typical user behavior, which we are able to define using 25 years of work to protect our platform from fake reviews. If after this data analysis a review looks suspicious, it is blocked or flagged for manual review.
This data-led approach has played a huge role in the preemptive blocking or reactive removal of the 2.7 million reviews from our site in 2024 for violating our fraud guidelines. It also enhances the comprehensive, platform-relevant approach to trust and safety described in this report and distinguishes us as a leader in the fight to promote integrity in online content.
For over 25 years, Tripadvisor has worked to protect all travelers’ right to write. This started with creating a platform where anyone with first-hand experience of a travel service can provide honest feedback about their genuine experiences –which can range from wonderful, life affirming trips, to harrowing experiences that may involve threats to their safety and wellbeing.
A fundamental element of this open platform approach is giving reviewers the ability to share feedback without exposing their identity publicly if they do not want to. We avoid placing any unnecessary barriers that might hold reviewers back from sharing their experiences. Instead, this approach supports travelers wishing to share detailed and authentic information for the benefit of future travelers. Allowing reviews to appear on Tripadvisor without publicly exposing a user’s identity is one way Tripadvisor protects its users and their freedom of speech.
It has been suggested that user verification systems, like ID verification or proof of purchase, would prevent review fraud. The truth is that exposing reviewers’ identities publicly is not a silver bullet to prevent bad actors - especially when that exposure can undermine the richness of review content and potentially subject reviewers to negative backlash.
That’s why Tripadvisor has adopted a sophisticated, platform-relevant anti-fraud system that looks beyond ID verification or proof of purchase mechanisms - both of which are vulnerable to bad-faith manipulation by bad actors. Our approach involves the comprehensive and layered approach to trust and safety described in this report dependent on an anti-fraud detection system that is modeled on systems leveraged within the banking sector. When a review is submitted, Tripadvisor’s anti-fraud detection system goes to work to collect hundreds of data points - including (but not limited to) information about the associated device, connection, and the user’s behavioral patterns. This data is assessed against models of typical user behavior, which we are able to define using 25 years of work to protect our platform from fake reviews. If after this data analysis a review looks suspicious, it is blocked or flagged for manual review.
This data-led approach has played a huge role in the preemptive blocking or reactive removal of the 2.7 million reviews from our site in 2024 for violating our fraud guidelines. It also enhances the comprehensive, platform-relevant approach to trust and safety described in this report and distinguishes us as a leader in the fight to promote integrity in online content.
Tripadvisor’s moderation system does more than catch fake or incentivized reviews; it also helps maintain a safe, respectful and trustworthy community. This final section looks at review text related issues and the safeguards we put in place to not only keep harmful content from the platform, but enable our community to easily find reports of serious safety concerns.
Tripadvisor’s moderation system does more than catch fake or incentivized reviews; it also helps maintain a safe, respectful and trustworthy community. This final section looks at review text related issues and the safeguards we put in place to not only keep harmful content from the platform, but enable our community to easily find reports of serious safety concerns.
1. Offensive content
Reviews with offensive language, like profanity or personal insults, are a big reason for removals. In 2024, more than 189K reviews were never posted upon submission because they included this kind of inappropriate content, flagged either automatically or by moderators.
2. Visibility of serious safety incidents
In 2024, Tripadvisor identified over 1,300 reviews describing serious safety incidents - which includes reports of behavior such as sexual assault, death or drugging - during hotels stay, meals out or booked experiences.
While thankfully uncommon, we take reports like this extremely seriously and have dedicated processes that can detect submitted reviews that mention these issues.
Additionally, our 25 years in the travel review space has taught us that the occurrence of serious safety incidents is yet another reason travelers should be protected when they leave reviews warning future travelers about major issues. The ability to submit an anonymous review on Tripadvisor helps enable such experiences to be shared without the fear of retaliation.
These reviews are tagged with a ‘Serious Safety Incident’ alert, so that they are highly visible to our community. We add a dedicated filter to the business listing in question, making it easier for travelers to spot reports of potential risks and quickly find reviews addressing safety concerns.
Reviews mentioning safety issues are read at least 3 times more often than those that don’t. It’s a clear sign that our system helps travelers stay informed and make safer choices.
Conclusion
As Tripadvisor celebrates 25 years of guiding the world’s travelers, this report reaffirms our dedication to maintaining an open, transparent, and trustworthy review platform.
The travel landscape continues to evolve, and with it, so do the challenges and opportunities surrounding content integrity. From combating fraudulent reviews to addressing the rise of AI-generated content, Tripadvisor remains at the forefront of trust and safety, continuously refining our processes to uphold the highest standards for our global community.
In 2024, we strengthened our platform safeguards, implementing measures to detect and remove new threats to the integrity of our content and encourage a level playing field for the millions of global businesses who rely on Tripadvisor to engage with travelers.
Beyond our own efforts, we’ve committed to fostering a more trustworthy online review ecosystem at a global level. Through initiatives like the Coalition for Trusted Reviews, we are working alongside other leading platforms to align industry standards, share best practices, and advocate for stronger protections against fake reviews. This collaboration reflects our belief that safeguarding online reviews is a shared responsibility—one that benefits consumers, businesses, and the wider digital economy.
At the heart of everything we do is our commitment to keeping Tripadvisor open to all while maintaining the strongest safeguards against fraud and misinformation. We believe in the ‘right to write’—the principle that all travelers should have the freedom to share their genuine experiences, positive or negative. By balancing openness with cutting-edge trust and safety measures, we ensure that Tripadvisor remains the most reliable and comprehensive source of travel insights, empowering millions to explore the world with confidence.
As Tripadvisor celebrates 25 years of guiding the world’s travelers, this report reaffirms our dedication to maintaining an open, transparent, and trustworthy review platform.
The travel landscape continues to evolve, and with it, so do the challenges and opportunities surrounding content integrity. From combating fraudulent reviews to addressing the rise of AI-generated content, Tripadvisor remains at the forefront of trust and safety, continuously refining our processes to uphold the highest standards for our global community.
In 2024, we strengthened our platform safeguards, implementing measures to detect and remove new threats to the integrity of our content and encourage a level playing field for the millions of global businesses who rely on Tripadvisor to engage with travelers.
Beyond our own efforts, we’ve committed to fostering a more trustworthy online review ecosystem at a global level. Through initiatives like the Coalition for Trusted Reviews, we are working alongside other leading platforms to align industry standards, share best practices, and advocate for stronger protections against fake reviews. This collaboration reflects our belief that safeguarding online reviews is a shared responsibility—one that benefits consumers, businesses, and the wider digital economy.
At the heart of everything we do is our commitment to keeping Tripadvisor open to all while maintaining the strongest safeguards against fraud and misinformation. We believe in the ‘right to write’—the principle that all travelers should have the freedom to share their genuine experiences, positive or negative. By balancing openness with cutting-edge trust and safety measures, we ensure that Tripadvisor remains the most reliable and comprehensive source of travel insights, empowering millions to explore the world with confidence.
Methodology & Endnotes
The 2024 Transparency Report as well as previous Transparency Reports can all be found on Tripadvisor’s Trust & Safety site: https://www.tripadvisor.com/Trust
All review-related statistics are based on reviews submitted to Tripadvisor between (and inclusive of) January 1, 2024, and December 31, 2024, along with any further moderation actions that may have been taken on those reviews through January 31, 2025.
All references to previous years’ data are sourced from the 2019, 2021 and 2023 Review Transparency Reports, respectively. The metrics in the report focus on traveler review content only. Unless otherwise stated, the data does not cover other content types on the platform, such as management responses, forum posts, photos, videos, and Q&As. For example, if a photo submitted alongside a review was queued for manual moderation, the review would not be counted as manually moderated in this report because the issue was only with the photo, not the review. However, if the review was also flagged for manual moderation by the technology system or reported by the community, it would be included in the data in this report. The data collection methodology and its results have been vetted for accuracy and confirmed by multiple teams across Tripadvisor, including data analysts, review moderation managers, and fraud investigators. Every possible effort has been made to ensure the data in this report is accurate.
By the same token, there is always the potential for human error in human content moderation, particularly on complex decisions where there is a degree of subjectivity—such as whether a review includes offensive language, as some words and phrases may be offensive in some contexts and not in others. There is also the possibility for inaccuracies due to unforeseen technical errors, such as software bugs or tool outages, although given the scale of data included in the report and the rigor with which it has been analyzed, any impact on the figures included herein would be minimal.
For the data around clicks on a specific review, Tripadvisor reviews can be seen in the context of other reviews or seen on their own via a URL dedicated to that one review (although the property's overall rating, based on all the business's posted reviews, is always visible). This statistic refers to reviews seen directly via a dedicated URL.
As a global report, the metrics are presented in aggregate across all 28 languages that Tripadvisor supports globally. With English being the largest language by review volume, the aggregate metrics are most representative of English-language reviews. Data related to smaller-volume individual languages might experience deviations from the aggregate averages in areas such as processing times or removal rates. Occasionally, a review may be reported more than once. For example, multiple users could dispute a single review, or an owner could disagree with a decision to keep a review posted and may report the review a second time. For the purposes of this report, such a review is counted as “reported” only once. However, the measure for turnaround times considers all reports, whether it is the first report of the review or a duplicate.
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