Booking.com has issued a stark warning about a significant increase in travel scams driven by artificial intelligence (AI). Marnie Wilking, the company’s internet safety chief, highlighted a dramatic rise of 500 to 900% in scams over the past 18 months.
The surge in phishing attacks, where individuals are deceived into revealing their financial details, has been particularly notable since the advent of generative AI tools like ChatGPT. “Phishing has been around since the early days of email, but the increase began shortly after ChatGPT’s release,” Wilking explained.
“Attackers are now using AI to craft highly convincing emails, far superior to previous attempts.” These phishing attacks often lure victims into providing their card details through fake, yet realistic-looking, booking links. Scammers frequently target platforms like Booking.com and Airbnb, where individuals can list their own accommodations.
Once payment is made, the scammers either disappear, leaving the buyer without accommodation, or continue to extort money through follow-up messages. These scams, which have existed for decades, traditionally bore signs of fraud such as spelling and grammatical errors.
However, at the Collision technology conference in Toronto, Wilking noted that AI is making these scams harder to detect by generating realistic images and accurate text in multiple languages. She advocated for the use of two-factor authentication—an additional security check, such as a code sent to one’s phone—as “the best way to combat phishing and credential stealing.”
Wilking also urged increased vigilance when clicking on links. Despite the misuse of AI by scammers, Wilking acknowledged that the technology is also helping Booking.com swiftly remove fake listings. “We’ve developed AI models to identify and block fraudulent listings before they can be booked,” she said.
Consumer expert Jane Hawkes, specializing in the travel industry, emphasized that travel providers should enhance their efforts to inform the public about these scams. “Providers have a responsibility to advise travelers on minimizing scam risks,” she said.
Hawkes recommended thorough research, ensuring contact details and telephone numbers are available on websites, booking package holidays instead of separate flights and accommodation, and using credit cards for better protection.
