Travelers express skepticism towards the travel industry's ability to safeguard them from AI-driven deception
In the digital age, the travel industry is facing growing concerns over identity protection, according to a recent study by AI-powered identity intelligence company Jumio. The 2025 Online Identity Study reveals that nearly half of global consumers (44%) lack confidence in the travel industry's ability to safeguard them from AI-powered fraud, with this figure rising to 55% in the US.
The study also found that 69% of respondents believe AI-powered fraud poses a greater threat to personal security than traditional forms of identity theft. This lack of confidence increases to 55% for Americans, indicating a significant level of distrust among consumers.
The sharing economy, including vacation rentals, faces even higher skepticism. In the US, 60% of consumers do not feel adequately protected, underscoring the need for robust identity verification measures. Singaporeans are less concerned about AI-powered fraud, but there is a trend towards prioritizing convenience over caution, with a decrease in willingness to spend time on identity verification.
To regain consumer trust, the travel industry must adopt advanced technologies and solutions that balance convenience with robust protection. This includes leveraging AI and ML for enhanced security measures, and providing user-friendly identity verification processes that are both secure and convenient. Emphasizing transparency and clarity about how personal data is used and protected can also help alleviate consumer concerns.
Bala Kumar, chief product and technology officer at Jumio, stated that the travel and hospitality industry needs new solutions and technologies to balance convenience with protection, as AI-powered scams evolve. The study did not provide specific details about the methods used for identity verification or the types of AI-powered fraud that consumers are concerned about.
Despite these concerns, global willingness to spend time verifying identity on sharing economy platforms remains high at 70% in 2025, slightly down from 71% in 2024. This shows that consumers are willing to invest time in ensuring their security, particularly in higher-risk industries such as banking and financial services, where 80% of consumers are willing to spend more time on security.
The survey was conducted between April 9 and April 24, 2025, by Censuswide, an organization that abides by the ESOMAR principles and is a member of The British Polling Council. The study surveyed 8,001 adult consumers evenly distributed across the United States, the United Kingdom, Singapore, and Mexico. However, the survey did not include information about the demographics of the respondents, such as age, income, or occupation.
The data exchange during the summer travel season makes consumers vulnerable to fraud. As the industry continues to evolve, it is crucial for travel and hospitality platforms to prioritize identity protection while maintaining a seamless user experience. Consumers expect the same level of care for their personal data as they do for physical safety in the travel and hospitality industry.
- In light of the increasing threats from AI-powered fraud, the travel industry, particularly the sharing economy, must emphasis on implementing advanced technologies such as AI and ML for enhanced security measures, ensuring a balance between convenience and robust protection.
- The study also highlighted the necessity of transparency in using and protecting personal data, which can potentially help alleviate concerns in the finance sector, where consumers are more willing to invest time in identity verification processes compared to the travel industry.
