The growing use of AI-generated reviews is eroding traveller confidence in online booking and review platforms.
According to Tripadvisors 2025 Transparency Report , in 2024 the platform removed over 214 000 reviews suspected of containing AI-generated content, spanning 101 411 properties in 189 countries. Although efforts to improve fraud detection and review verification continue, the volume of submissions makes identifying AI-generated content increasingly challenging.
According to Embark Beyonds latest Travel Trends Report , AI detection tools recently revealed that over 40 of Tripadvisor reviews for a luxury camp in Namibia were written by bots or paid copywriters.
