You work hard to build a great tour experience. You care about your customers, train your staff, and make sure every detail is right. So when a one-star review pops up with a story that never happened—or worse, a name you don’t even recognize—it hits you in the gut.
Suddenly, your reputation, your bookings, and your income are at risk. All because of a lie.
Sound familiar?
If you're running a travel or tour business, chances are you've dealt with fake reviews. Maybe it's a competitor playing dirty. Maybe it's a troll who’s never even been on your tour.
Whatever the reason, fake reviews aren’t just frustrating—they’re dangerous. They can hurt your ranking, scare off potential customers, and create a storm of doubt around everything you've built.
You're not imagining the impact. And you're definitely not alone.
The good news? You can fight back—and you don’t need a massive budget or a lawyer on speed dial to do it.
In this article, you’ll learn how to spot fake reviews, how to respond in a way that protects your reputation, what legal options are actually worth exploring, and which tools can help you stay ahead of the problem before it spirals.
Let’s get into it.
Why Fake Reviews Are a Real Threat
Online reviews are the lifeblood of tour businesses. A five-star rating can drive bookings fast—but even one fake negative review can plant doubt and hurt your bottom line.
According to BrightLocal, 87% of consumers read online reviews for local businesses, and 79% trust them as much as personal recommendations. In travel, where tourists rely solely on others’ experiences, reviews carry even more weight.
Fake reviews don’t just damage your pride—they:
- Lower your average star rating, hurting visibility on Google, TripAdvisor, and Yelp
- Shake customer trust with detailed but false stories
- Kill conversion rates as people second-guess booking
- Demoralize your team who know the review isn’t real
The worst part? Platforms are often slow to remove fake reviews, even obvious ones. That’s why spotting fakes quickly—and knowing how to fight back—is critical.
How to Spot a Fake Review
Before you can take action, you need to be able to spot the fakes. Some are easy to catch—others are more subtle. But once you know what to look for, patterns start to emerge. Here are a few telltale signs that a review might be fake:
Doesn’t Match Any Real Customer Record
This is the biggest red flag. If you don’t recognize the name, or there’s no record of the person ever booking a tour with you, it’s worth digging into.
Sometimes competitors or bots will leave reviews with made-up names or generic accounts.
Over-the-Top Language (Positive or Negative)
Fake negative reviews often go all-in: “Worst experience ever,” “This company is a scam,” “Absolutely disgusting.” They tend to lack nuance or detail that real customers would include.
On the flip side, fake positive reviews (sometimes bought in bulk by less scrupulous competitors) can sound overly generic or too enthusiastic: “Best tour ever! Five stars all around!”
No Specific Details
Real customers usually mention details—names of guides, specific stop, highlights, or even small things that stood out. Fake reviews are vague and could apply to just about any tour business: “The staff was rude,” “Very disappointing,” “Amazing service!” with no backup.
Strange Timing Patterns
Getting a bunch of bad reviews in a short period? That’s a red flag. So is receiving reviews outside of your normal operating season.
Bots and review farms often post in bulk, making it easier to spot suspicious patterns.
Show Up on Multiple Platforms at Once
If the same negative review appears on both Google and TripAdvisor—or across even more platforms—at the same time, it could be part of a coordinated effort to damage your business.
How to Report Fake Reviews on the Major Platforms
Not all fake reviews can be removed—but that doesn’t mean you shouldn’t try. Every major review platform has a system for reporting reviews that violate their guidelines, whether it’s spam, harassment, or content from someone who was never a real customer.
The key is knowing how each platform works, what they care about, and how to present your case clearly. Here’s how to report fake reviews on the platforms that matter most to tour businesses.
Step 1: Report and Request Removal
You’ve spotted a fake review. Now what? The first step is to report it directly to the platform where it was posted. Most review platforms do have a process for flagging content, but here’s the catch: it’s not always straightforward, and it definitely isn’t instant.
Below is a breakdown of how to report fake reviews on the most common platforms tour businesses deal with.
Google Reviews
How to report it:
- Open your Google Business Profile and go to the “Reviews” section.
- Find the review in question.
- Click the three dots next to it and select “Report review.”
- Choose the reason you believe the review violates Google’s policies.
What to expect: Google won’t always take action, especially if the review is vague. They’re most likely to remove reviews that clearly violate guidelines—like hate speech, spam, or content from someone who was never a customer.
Tip: After reporting, you can also contact Google Business support through chat or phone for extra follow-up.
TripAdvisor
How to report it:
- Log into your Management Center.
- Go to the “Reviews” tab.
- Click “Report a Review” and follow the prompts.
What to expect: TripAdvisor is notoriously strict about removing reviews. Even if you have proof the reviewer wasn’t a customer, it might not be enough unless the review breaks specific guidelines. Still, it’s worth reporting—especially if the review is clearly fraudulent or threatening.
Tip: Gather screenshots or booking records before reaching out. The more evidence you have, the better.
Yelp
How to report it:
- Go to the review and click the three dots.
- Select “Report Review” and follow the steps.
What to expect: Yelp’s moderation can be hit or miss. They focus more on the content than whether the person actually visited your business. If it violates their content policies (e.g., uses hate speech, is promotional, or mentions competitors), there’s a higher chance it’ll be removed.
Tip: Fake reviews often violate multiple policies. Don’t just say “this is fake”—explain how it breaks the rules.
Step 2: Public Response Strategy
When a fake review slips through the cracks and the platform won’t remove it, your next best move is to respond—publicly and professionally. Why? Because your response isn’t just for the person who left the review (especially if they’re fake). It’s for everyone else who reads it.
Potential customers are watching. Your tone, your transparency, and your ability to stay calm under pressure all shape how people see your business. A great response can turn a bad review into a credibility win.
Here’s how to do it:
Stay Calm and Professional
Even if you’re angry, don’t let that show in your reply. Avoid sarcasm, personal attacks, or calling the reviewer a liar. That only makes you look defensive. Instead, take the high road—it builds trust.
Bad example: “This review is total nonsense. You never even came on our tour. Don’t believe this fake nonsense, people.”
Good example: “We take feedback seriously, but we have no record of a booking matching your name or experience. If you believe this is in error, we’d be happy to look into it—please contact us directly at [email/contact info].”
Address the Issue Without Validating the Lie
You don’t have to go point-by-point refuting every false claim. That can backfire by making the review look more legitimate than it is. Instead, speak generally and shift the focus to how your business usually operates.
“This description doesn’t align with the experience we aim to provide, and it’s not consistent with the feedback we typically receive. We’re happy to discuss this further if you reach out to us directly.”
Reassure Future Customers
Make sure your reply highlights your standards and values. This is your chance to reinforce your commitment to quality, safety, or hospitality—whatever matters most to your audience.
“Our guides are trained to provide safe, engaging, and unforgettable experiences for every guest. We encourage anyone reading this to explore our many verified reviews to get a broader sense of what we offer.”
Know When to Stop
If someone responds to your public reply with more hostility, resist the urge to go back and forth. One professional response is enough. Arguing only drags you down to their level—and that’s exactly what trolls want.
Step 3: Legal Options
Sometimes, fake reviews go beyond annoying and start to feel like a targeted attack. If you're dealing with repeated false claims, a clear attempt to damage your business, or reviews that cross the line into defamation, it might be time to consider legal action.
Let’s be clear: suing over a fake review isn’t always the fastest or cheapest route. But in serious cases, having legal tools in your back pocket can make a big difference—especially if you're facing ongoing harm or a coordinated smear campaign.
What Counts as Defamation?
In most countries, a review becomes legally problematic when it includes false statements of fact that damage your reputation. Opinions are generally protected speech. But outright lies presented as facts—like “This company scammed me” or “They were abusive to children on the tour”—can be considered defamatory.
Examples of what could qualify as defamation:
- The reviewer claims something provably false (e.g. “This business is under investigation” when it’s not).
- The review is clearly fake and intended to cause harm.
- The post includes threatening, harassing, or discriminatory language.
Start with Documentation
Before you take legal steps, gather proof:
- Screenshots of the review and the reviewer’s profile
- Booking records (or lack of them)
- Any relevant email correspondence
- Other affected reviews (if it's part of a larger pattern)
The more evidence you have, the stronger your case will be—whether you’re working with a lawyer or filing a platform complaint.
Consider Where Your Business is Located
Defamation laws vary by country:
- In the U.S., you can sue for defamation, but you usually need to prove actual financial harm and that the statement was made with negligence or malice.
- In the U.K., libel laws tend to favor the plaintiff, but there's a “serious harm” threshold to meet.
- In the EU, data privacy laws (like GDPR) may give you additional options to demand removal of personal data or false information.
If you operate globally—or your reviewers come from other countries—it’s smart to speak with a legal expert familiar with online defamation laws in your region.
When to Bring in a Lawyer
If you believe a review is causing significant damage—or if it’s part of an ongoing attack—consult a defamation or internet law attorney. They can:
- Send a cease and desist letter to the reviewer or platform
- Help you subpoena the reviewer’s identity if they’re anonymous
- Advise on filing a formal lawsuit, if necessary
Sometimes, the threat of legal action alone is enough to make a fake review disappear.
Step 4: Use Review Management Software
Fighting fake reviews manually can feel like a full-time job. That’s where review management software comes in. These tools help you monitor, respond to, and report reviews quickly—before they do serious damage.
Most platforms don’t alert you right away when a new review is posted. By the time you notice a fake review, it may have already influenced potential customers. Good review management software solves that by sending instant notifications, so you can act fast.
Top Features to Look For
- Real-time alerts when new reviews are posted
- Centralized dashboard to manage reviews across Google, TripAdvisor, Yelp, and more
- Templates for fast, professional responses
- Reporting tools to track patterns or spot abuse
Popular options
- Podium – Great for automating review requests and responses.
- Birdeye – Monitors reviews across multiple platforms with AI alerts.
- ReviewTrackers – Strong analytics to help you spot fake review trends.
Conclusion
Fake reviews can feel like a punch to the gut, but they don't have to define your business. The truth is, you have more control than you think.
By knowing how to spot fakes, reporting them properly, responding calmly and professionally, exploring legal options when necessary, and using the right tools to stay on top of your reputation, you can protect what you’ve worked so hard to build.
Most importantly, remember this: one or two fake reviews won’t sink a great business. Consistent real feedback from happy customers will always carry more weight in the long run. Stay focused, stay proactive, and don’t let the trolls win.
You’ve got this.
