The growing use of AI-generated reviews is eroding traveller confidence in online booking and review platforms.
According to Tripadvisor’s 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.
Challenge or opportunity?
According to Embark Beyond’s 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.
“Along with lack of trust comes lack of reliance on online reviews. AI-generated reviews flood platforms today. Tripadvisor, Google and even Airbnb are now flooded with synthetic or paid reviews, making them less trustworthy,” says the report.
“The surge in AI-generated and fake feedback on platforms like Tripadvisor and Google has eroded trust and blurred the line between authentic experiences and manufactured content. This makes the role of globally trusted travel advisors more important than ever,” said Roxy Robinson, Founder and CEO of Roxstar Luxury Travel.
To explore the impact of AI-generated content on travellers, Icelandair conducted a survey of 4 000 people to understand how it affects trust in travel platforms and companies.
The survey highlighted growing trust issues among travellers: 33% felt misled by listings while 78% were concerned about fake or AI-generated reviews. Another 57% said such content makes it harder to trust what they see online.
Booking decisions are also affected: only 19% would choose a destination if the main images appeared AI-generated although 44% said strong reviews could persuade them to reconsider.
Local perspective
Robinson told Tourism Update this rising distrust is already evident in the market. “We have definitely seen travellers become more sceptical of online reviews with good reason,” she said.
To tackle this challenge, Robinson’s company ensures clients have access to verified, experience-based information rooted in first-hand expertise and transparency. This approach allows travellers to make informed decisions based on real experiences rather than unverified content or misleading information.
“We actively engage with major review platforms to report and remove false listings or fabricated reviews, helping protect travellers from misinformation,” she said.
Robinson emphasised that it is important for travellers to know that they are receiving recommendations built on integrity, real relationships and global travel insight rather than algorithms.
“In an age where misinformation spreads fast, authentic human expertise remains the most powerful safeguard for travellers,” she said.
