TripAdvisor also recently became the first major review platform to issue a transparency report. The Review Transparency Report reveals details about its review moderation process and statistical data on the volume of fake review attempts targeted at the platform in 2018.

“We need other major platforms like Google and Facebook to step up and take the issue of fake reviews seriously. Right now, we are not seeing that,” said Becky Foley, senior director of trust & safety, TripAdvisor.

Foley said TripAdvisor would be open to “industry collaboration” when asked if there is an argument for a body within the travel industry and beyond that tackles fake reviews and other such fraudulent activities.

Related: TripAdvisor shares fake review data in new report