Jumio has recently conducted research that reveals a major lack of trust in the travel industry to prevent identity fraud. In a world that is increasingly digital, customers are more concerned with AI-powered fraud. This includes identity theft, account takeover, and other frauds.
Consumer Confidence in the Travel Industry
Jumio’s study shows that 44% global consumers don’t trust the travel industry in protecting them against AI-powered fraud. The figure increases to 55% for American consumers. Travel industry reliance on digital platforms to book flights, accommodation, and rental services requires the sharing of sensitive data such as government issued IDs. The data exchange can make consumers more vulnerable to identity theft, especially in peak travel periods like the summer.
Consumer confidence is even less in the context where the sharing economy includes vacation rentals, travel services and other related services. In the U.S. and globally, consumers share this distrust. These findings highlight a wider global distrust of digital security. According to 69% respondents, AI-powered identity theft poses a greater danger than traditional identity fraud methods.
Consumers’ Willingness to Spend on Security
Consumers are willing to invest additional time in identity-verification processes, despite their lack of confidence. This will increase their security. In 2025 74% global consumers will be willing to spend extra time on identity checks when they access travel and hospitality platforms. This represents an increase of 71% from 2024. In the sharing economy, 70% of consumers will spend additional time to verify their identity. However, they prefer low-friction and visible safeguards.
The growing trend of prioritizing security does not only apply to the travel industry. In sectors with traditionally higher risks, such as banking and financial services or travel, 80% of global consumers are willing to spend more on digital platform security.
Industry Responses and Future Directions
Bala Kumar, Jumio’s Chief Product Officer and Technology Officer, stresses that the travel and hospitality industries must adopt new technologies and solutions to balance convenience and protection. Traditional protective measures might not be enough as AI-powered scams evolve. Kumar emphasizes the importance of creating structures and processes to ensure customer safety and protection. These are similar to physical safety measures such as evacuation plans and hotel safes.
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