AI-powered fraud, including identity theft and account takeovers, are among the top concerns of today’s travelers, particularly Americans, according to a recent study from Jumio.
The Sunnyvale, Calif.-based AI-powered identity intelligence company this week released the findings from its 2025 Online Identity Study. Nearly half of global consumers, 44 percent, indicated they lack confidence in the travel industry's ability to protect them from AI-powered fraud and this lack of confidence jumped to 55 percent for Americans. Meanwhile, for the sharing economy (including vacation rentals and other travel-focused gig economy services), confidence falls even further, with 60 percent in the U.S. and 50 percent globally saying they don’t feel adequately protected.
“Whether it’s an evacuation plan or a safe in every hotel room, the travel and hospitality industry know how to build the structures and processes customers need to feel safe,” Bala Kumar, chief product and technology officer at Jumio, said in a statement. “Now customers expect the same level of care for their personal data. But travel and hospitality businesses can’t keep layering traditional protections on already complex processes—they need new solutions and technologies to balance convenience with protection, even as AI-powered scams evolve.”
The survey further revealed a broader global distrust in digital spaces with 69 percent of respondents saying AI-powered fraud now poses a greater threat to personal security than traditional forms of identity theft. In response, consumers worldwide are slightly more willing to invest more time in identity verification than in 2024. In 2025, 74 percent of global consumers said they would willingly spend more time on identity verification when accessing travel and hospitality-related platforms if it improved their security—up from 71 percent in 2024.
Consumers' increasing willingness to spend time on identity verification for travel-related transactions follows a growing trend in traditionally higher-risk industries. For instance, 80 percent of consumers globally were willing to spend more time on security for digital platforms supporting banking and financial services.