Protecting Your Brand from Travel Scams

Traditionally, online scams have been associated with financial fraud, phishing attacks, and counterfeit goods. However, as cybercriminals continue to adapt and become more advanced in their methods, their reach has expanded into new sectors, including travel scams. 

With more consumers relying on digital platforms to book flight reservations, car rentals, hotels, and tour packages, brands that offer those services are increasingly vulnerable to a wide range of sophisticated fraud tactics. These scams not only result in direct financial losses but can severely damage your brand’s reputation and erode long-earned customer trust.

The Surge of Travel Scams in 2025

Travel scams are projected to rise sharply in 2025. The expanding digital economy, coupled with easier access to gen-AI tools and customer data sold on the dark web, has opened up new avenues for scammers targeting unsuspecting consumers. Brittany Allen, a trust and safety architect at Sift, told HuffPost, “The business of fraud has been ‘democratized,’ and travel scams have become one of the most common ways that scammers defraud both consumers and businesses. Easy-to-access technologies and the availability of information on the dark web have lowered the barrier to entry for fraudsters, making it easier for them to strike.”

This democratization of fraud means that even the smallest or most unsuspecting travel brands are at risk and can easily fall victim to the increasingly deceptive tactics being used by online scammers. 

Common Types of Travel Scams 

Travel scams can manifest in various ways, and your business should be aware of the most common fraud tactics targeting your brand’s reputation and customer trust:

• Fake Websites and Phishing

Scammers create counterfeit websites that closely resemble your brand, often using legitimate trademarks and your official favicon. These fraudulent sites dupe customers into entering  personal information and payment details and then sell them in malicious forums. Phishing emails are also commonly sent, disguised as your brand, to trick customers into revealing sensitive information such as login credentials or payment details.

• Fake Travel Document Websites

Fraudulent websites selling counterfeit travel documents, such as fake visas, passports, or insurance policies, are also prevalent. These documents often appear as legitimate and  authentic, but they are invalid, and often leave customers stranded or in trouble. A duped customer may seek legal compensation and often blame the legitimate travel brand for the scam harming their reputation.

• Social Media Impersonations

Scammers frequently impersonate travel agencies, airlines, government bodies, or even customer support hotlines through social media platforms – particularly linkedin. Often in the form of clickable ads, these scams typically lead to a phishing site.

• Counterfeit Tickets and Attraction Scams

Another common scam involves selling counterfeit tickets to popular events or attractions. These fake tickets are either non-existent or invalid, and this not only harms consumers but can also damage the reputation of the venues and attractions involved.

• WhatsApp / SMS Scams

Fraudsters now directly target travelers with direct messages promising limited-time travel deals or urgent notifications. These messages often contain malicious links that, when clicked, compromise personal and payment information. They may also contact your customers with fake booking confirmations, pressuring them into sharing payment details or personal information for an upgrade, for example. 

• Fake Apps and APKs

Fraudulent mobile apps or APKs resembling legitimate travel services can be easily created with AI tools; and are now more convincing than ever. Once installed, these apps may steal personal data or redirect customers to fraudulent websites compromising customer trust in your brand.

AI-Augmented Scams: The Role of Generative AI in Travel Scams

The rise of generative AI has made it even easier for scammers to execute travel-related fraud schemes. Booking.com, for example, reported a 900% increase in scam attempts last year, largely due to AI tools that enable scammers to create highly convincing fake websites, emails, and social media profiles – quickly. As AI technology becomes more advanced, fraudsters are increasingly able to blur the lines between legitimate and fraudulent communications, putting brands at greater risk.

Best Practices for Protecting Your Brand from Scams

While eliminating all risks may not be feasible, there are several proactive measures you can take to protect both your brand and customers:

Monitor for Brand Impersonation and Fraudulent Sites

Constantly scan the internet, including the dark web, for websites or social media profiles that impersonate your brand. Scammers often hijack your logo, trademark, and branding to create convincing fake websites or social media accounts. Utilize digital risk protection tools such as BrandShield to identify and take down fraudulent content before it causes harm to your customers.

Partner with Digital Risk Protection Experts

Working with a digital risk protection service can streamline your efforts to identify and manage online threats. Experts can monitor your brand’s digital footprint, detect fraudulent activities quickly, and help you respond efficiently to mitigate damage.

Enhance Website Security

Investing in security measures like SSL certificates, two-factor authentication, and fraud detection tools will help protect your customers’ sensitive data. Be transparent about your security practices to build trust and ensure customers feel safe booking with you.

Work with Trusted Third-Party Partners

When outsourcing any services or technology, only partner with verified third-party vendors who comply with industry standards for data protection and cybersecurity. This ensures that the risk of fraud is minimized at all stages of your customers’ journey.

Protect Your Domain Name and Brand Assets

Scammers often register domains that closely resemble your legitimate website, using your logo or branding to create fraudulent sites. Protecting your domain name is crucial for safeguarding your brand from impersonation. Utilize domain monitoring services to identify and remove fraudulent domains that infringe on your trademark.

Educate Customers and Communicate

Help your customers recognize legitimate communications by using official email addresses, phone numbers, and websites. Provide clear guidelines about what they should expect during bookings or any changes to their reservations. Implement a confirmation process (e.g., follow-up emails) to add an extra layer of security. Lastly, help customers recognize scams. In fact, let’s discuss this in detail:

How to Spot and Prevent Travel Scams

While it may be obvious to you, you can also train customers about how to spot travel scams. Consider sending your database an email with the following tips:

• If It Seems Too Good to Be True, It Probably Isn’t 

Scammers often promote ultra-low prices for flights, hotels, or vacation packages to entice customers. These offers are designed to trick travelers into making hasty decisions. 

• Suspicious URLs and Unsecured Websites

Fraudulent websites often use URLs with slight variations from your legitimate domain. Customers can look for “https”, and a padlock symbol in the browser to confirm that the website is secure. Fraudulent websites often lack basic security measures, so if these are missing – it could be a scam. 

• Unprofessional Communication

Scam websites often feature poor grammar, spelling, or simply unprofessional language. Additionally, they usually don’t provide social media links or easy customer support. These are telltale signs of impersonation. 

• Sense of urgency 

Scammers often try to prompt action by way of conveying urgency. Extremely limited-time offers or emergency messages should raise suspicion among your customers, as legitimate travel vendors typically avoid panic messaging.  

What You Can Do Now

There is no question that the rise of travel scams is a growing challenge, but by understanding the common scams and implementing proactive protection strategies, your brand can minimize exposure and safeguard both your reputation and your customers. With internet access becoming more widespread and user-friendly, staying aware of potential risks and working with experts to manage them can be key to protecting your brand and maintaining customer loyalty and trust.  To find out more about safeguarding your brand against online threats, schedule a demo with BrandShield today.