TripAdvisor used to show photos of the properties taken by what looked to be actual past visitors, in all the cases I was involved in those photos matched my ulterior experiences with said places. And, yeah, like almost all the reviews-based websites out-there you have to learn to filter through the fake reviews. I'm European and as such travel mostly to non-English speaking countries, and you can spot those fake-reviews pretty well if they come from the owner or his relatives/friends, as they tend to make the same grammatical mistakes. I admit, in North-America things might be different in this regard.