Digital identity protection may be taking a more prominent spot on the packing checklist with nearly half of global consumers (44%) lacking confidence in the travel industry’s ability to protect them from AI-powered fraud including identity theft and account takeover fraud, according to a recent study.
Commissioned by U.S.-based Jumio, a leader in AI-powered identity intelligence, the 2025 Online Identity Study, which sampled 8,001 global consumers, recorded sentiments that trend alongside broader global distrust in digital spaces, with close to 7 out of 10 respondents saying AI-powered fraud now poses a greater threat to personal security than traditional forms of identity theft.
For the sharing economy (including vacation rentals and other travel-focused gig economy services), confidence falls even further, with 50% globally saying they don’t feel adequately protected.
Consumers share sensitive personal data in exchange for a simple vacation, notably turning over government-issued IDs like passports and drivers’ licenses in order to book and check into flights, reserve accommodations and rental cars, and more. This exchange of data makes consumers vulnerable to fraud during the summer travel season – and they recognize the risk.
In response to their distrust, consumers worldwide are increasingly willing to invest more time in identity verification on these platforms than in 2024, says the survey:
• In 2025, 74% 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% in 2024.
• Global willingness to spend time verifying identity on sharing economy platforms also stayed high at 70% in 2025, only slightly down from 71% in 2024, but with a subtle shift from “a lot more time” to “a little more time.” This suggests increased caution, with a remaining preference for low-friction, visible safeguards.
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% of consumers globally were willing to spend more time on security for digital platforms supporting banking and financial services.
Other insights in the survey included:
• Just 37% of global consumers more strongly believe that most social media accounts are authentic.
• Only 36% of global consumers are more trusting of news they see online, despite the possibility of encountering deepfakes or manipulated content.
• 54% of respondents said they are confident in their ability to spot a deepfake video; 41% were not confident, and 5% did not know what a deepfake video is.
“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. Now customers expect the same level of care for their personal data,” says Bala Kumar, chief product and technology officer at Jumio. “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.
“As generative AI continues to lower the barrier for sophisticated scams, Jumio’s findings highlight an urgent need for businesses to rethink digital identity protection – not only to reduce fraud, but also to preserve customer trust and digital engagement itself.”