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AI is Scamming Travelers This Holiday Season

By Alina Bradford

Dec 02, 2024

3 min read

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The holiday season is a time of joy, family, and travel — but for scammers, it’s also prime time. Booking.com reports a staggering 500% to 900% increase over the past 18 months in travel scams. AI technology is at the center of this alarming trend, empowering fraudsters with increasingly convincing tools. People are taking notice, too. More than one out of three Americans say AI and deepfakes lowers their trust when planning and booking vacations, according to McAfee.

So what are the AI travel scams, and how can you stay safe? We found the answers.

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Fake booking websites: A ticket to nowhere

AI has made it easier than ever for scammers to create professional-looking fake websites that mimic trusted travel booking platforms. These sites often lure victims with offers that seem too good to be true, complete with “limited-time sale” banners or “only 1 booking left” warnings to pressure quick decisions. Once you input your details, scammers can steal your financial and personal information.

“I believe that a (false sense) of urgency, no matter how well explained (using Generative AI) is the top red flag for any kind of scams, including those for booking trips and holidays,” says Christoph C. Cemper, AI expert and founder of AIPRM. “Nowadays, nearly anything can be faked with AI, so if it is ‘too’ well written, ‘too’ good to be true in the offer, or ‘too nice’ in pictures, then I would be especially careful.”

How to protect yourself:

Double-check website URLs for misspellings of the domain name. For example, instead of expedia.com, a scammer might use xpedia.com or expedia.org.
Verify deals through official airline or hotel channels. Use their official website instead of a booking website.
Avoid rushing into deals that seem unusually cheap or urgent.

AI chatbots: Too-good-to-be-true deals

Think you’re chatting with a customer service rep? Maybe not. Scammers use AI-powered chatbots to impersonate customer service representatives. The bots often offer deep discounts on holiday packages, flights, or hotels to lure you in, and then they get you to offer up sensitive information to steal your identity. Or the bot may get you to make upfront payments for fake trips, leaving you with empty pockets and no trip.

How to protect yourself:

Always verify offers directly with official travel websites.
Never provide payment information through unfamiliar channels, like online chat sessions.
Be wary of deals that feel rushed or overly generous.

Phishing emails and texts: Quick clicks lead to big trouble

Don’t be so fast to click that link! AI-generated phishing emails and texts are incredibly convincing these days. Bots often mimic airlines or booking platforms, claiming you have a canceled flight or a booking issue, making you want to click on the link it provides to fix whatever the problem is. Hold up, though. These links can download malware onto your phone or computer or take you to a scam website. Either of these can be used to gain access to your bank account or harvest personal information.

“The most common form of AI scam is a phishing ‘offer’ that lures the user into providing their personal or payment details too soon/too early based on vague promises that seem too good to resist,” says Cemper. “Such impulse actions are used to harvest the data as quickly as possible, without much to do once the data is revealed. I know of cases where the legal and police system were busy for months due to an identity theft incident the victim barely remembers engaging with.”

How to protect yourself:

Avoid clicking links in unsolicited emails or texts.
Check the sender’s email address carefully for legitimacy. Typically email addresses that don’t have the company’s name after the @ aren’t legit.
Contact the airline or travel agency directly to verify claims.

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Fake reviews: When glowing feedback isn’t real

With the rise of AI tools, fake reviews have skyrocketed 182%. Scammers can now generate countless glowing reviews to lure travelers into booking with untrustworthy providers.

How to protect yourself:

Cross-check reviews across multiple platforms, including independent sites.
Look for patterns; overly positive reviews posted in a short time frame are a red flag.
Authentic reviews typically include balanced feedback with both pros and cons.
Look for reviews that repeat the same phrase. These are typically bot reviews.

Phony itineraries and AI-generated images: Sometimes seeing isn’t believing

Scammers also use AI to create polished but fake travel itineraries and images. These too-good-to-be-true packages often include stunning visuals and promises of unforgettable experiences — until your money is gone and the trip turns out to be a mirage.

How to protect yourself:

Verify offers with trusted travel agents or official providers.
Scrutinize details for inconsistencies or vague descriptions.
Examine photos closely; AI-generated images may have unnatural lighting or blurry details.

“If you think you have fallen victim to a scam, as painful as it is, any kind of revealed information needs to be rendered useless,” says Cemper. “You can hardly move to another place, so fake ecommerce orders can still happen, but locking down your credit card is the first and most simple thing to do. Contacting your bank as soon as possible is essential. While reporting the incident to the police or a cyber-crime unit is recommended, it’s worth noting that these reports often result in education for the victim rather than immediate resolution.”