At Tripadvisor, we believe in providing our community with insightful content. Reviews are at the core of our mission, and travelers continue to love and value the wisdom of real-life travelers and diners. This third edition of our Review Transparency Report is based on data from 2022, and is published following an exciting time for the global travel industry.
What you will learn about in this report:
The volume, type, and location of content submissions received by Tripadvisor annually.
The journey of a review and how Tripadvisor validates and assesses content submissions
Tripadvisor’s strategy to locate and eliminate fraudulent activity on the platform
The approach Tripadvisor takes to identify and remove harmful content from its platform
Reliance on trusted guidance is stronger than ever
Following two years of lockdowns, quarantines, and restrictions, the world’s explorers returned in full force last year. Travelers and diners forged ahead with their plans, whether for leisure, business or both, despite lingering restrictions from the COVID-19 pandemic in many parts of the world. In fact, consumer demand was unprecedented in many markets, even breaking records, with U.S. consumer travel spending for airfare and hotels surpassing 2019 levels earlier than predicted (source: Phocuswright). It was also a year of contrasts, as demand exceeded supply in many cases, testing consumers’ resolve.
Against this backdrop, reliance on trusted guidance increased, as travelers and diners focused more than ever on getting the most out of every trip, meal and experience
And as demand accelerated during the year, so did the reviews, pictures, comments, and content that make Tripadvisor an indispensable guide to experiences and decision-making.
This report analyzes a full year’s worth of guidance data from our platform, revealing the behavior of Tripadvisor’s community and its impact on review contributions as the travel and leisure sector returned to growth. It also reveals the actions we have taken to keep Tripadvisor fair, safe and trustworthy for the millions of consumers and businesses that use the platform every single day.
Ultimately, this report is about recognizing the importance of trust for platforms like Tripadvisor.
We understand that trust is earned, not given, and by shining a light on the data and processes behind our platform, we hope to demonstrate why the trust our community has in us is not misplaced.
A dedication to combating fake and harmful content
This report analyzes a full year’s worth of community contributions — over 73 million reviews and opinions in total — giving readers a deep dive into global submissions and revealing how review trends shifted during a period of rapid growth for the tourism sector.
It provides details around the stages involved in vetting and publishing the user-generated content that helps make Tripadvisor such a unique resource for travelers and diners. This includes information on the platform’s community standards and our efforts to combat fake and harmful content.
Key Findings
- Around 2.3 million review submissions were manually reviewed by a human moderator to determine if they should be posted to the site.
- Thanks to Tripadvisor’s fraud detection technology and expert investigative teams, 1.3 million reviews were identified as fake and removed, with 72% of these caught before ever being posted.
- Reviews that reveal a serious safety issue are 10 times more likely to be clicked on than typical reviews.
Source: Tripadvisor Review Transparency Report 2023
