Summer Travel, AI Scams, and the New Identity Crisis: Jumio’s 2025 Study Shows Trust Is Running on Empty

As jet-setters finalize their summer getaways, a growing number are packing something unexpected: digital distrust.

According to new data from Jumio’s 2025 Online Identity Study, a substantial portion of global consumers are bracing for AI-powered fraud while navigating the travel and hospitality industries. Nearly half (44%) say they lack confidence in the sector’s ability to shield them from synthetic identity scams and account takeovers — a stat that rises even higher within the sharing economy, where vacation rentals and gig services dominate. In the UK, 55% of respondents said they didn’t feel protected. Globally, the number clocks in at 50%.

That’s not just a crisis of confidence — it’s a wake-up call for an industry long reliant on customer trust and streamlined booking flows.

The study comes at a time when travelers are routinely handing over sensitive credentials — from passports to driver's licenses — to rent a car, board a flight, or access an Airbnb. But that convenience comes with mounting risk. AI-enhanced fraud is not only more sophisticated, it’s scaling faster than many security protocols can adapt.

A staggering 69% of respondents now believe AI-driven identity fraud is a more serious threat than traditional methods. And while that sentiment signals anxiety, it also shows a public increasingly attuned to the shifting nature of digital threats.

Still, consumers aren’t just sounding alarms — they’re recalibrating their own behaviors. Jumio’s report found that 74% of global travelers are now willing to spend extra time on identity verification if it improves security. That’s up from 71% in 2024. A similar attitude persists in the sharing economy, though with a slight pivot from “a lot more time” to “a little more time” — a subtle but telling desire for visible protection without excessive friction.

Even in high-risk sectors like banking, consumers appear more security-conscious: 80% said they’re willing to spend additional time verifying their identity on financial platforms.

“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,” said Bala Kumar, chief product and technology officer at Jumio. “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 implications for the travel sector are profound. High-trust, low-friction onboarding is no longer just a UX design challenge — it’s a frontline defense against a growing wave of machine-driven deception. And as Jumio’s study makes clear, the stakes are no longer theoretical. For millions of travelers worldwide, digital identity is the new passport to peace of mind.