AI is making travel scams impossible to spot -- unless you know these
strategies.
(Illustration by Dustin Elliott)

Randy Rupp thought he'd seen it all. A retired federal law enforcement agent with years of experience spotting fraud, he and his wife, Becki, were planning a hiking trip to Italy's Dolomites. They'd booked their
hotel in Bolzano months earlier through an online travel agency.

Then came the WhatsApp message that nearly got them. The message appeared to come from hotel staff and included specific details about their booking.

"It was very well written," says Becki Rupp, a travel coach who's helped countless clients navigate travel logistics. The scammer requested they re-enter their credit card information through a provided link.

Fortunately, a technical glitch saved them from getting ensnared.

"The landing page for the confirmation wasn't working," she remembers. That technical hiccup prompted her to contact the hotel directly through its official website. And, as it turns out, there was no problem with their reservation.

A new age of travel fraud

The Rupps' close call illustrates a disturbing trend: AI is making travel scams nearly impossible to detect.

Traditional red flags like poor grammar and obvious spelling mistakes have vanished, thanks to ChatGPT and Gemini. Today's AI-powered scams feature flawless language, authentic-looking websites, and sophisticated social engineering that can fool even the most experienced travelers.

"Travel scams have proliferated with AI," says Cayce Myers, a communication professor at Virginia Tech. "Scams play on urgency because people don't have time to think and reflect on whether this is a genuine interaction or something that is manufactured through AI.”

The numbers are staggering. McAfee reports a 900 percent surge in AI travel scams in the last year, with one in five Americans getting scammed while booking travel. Of those who lost money, 13 percent reportedly lost over $500, and 5 percent lost more than $1,000.

How AI supercharges travel scams

How are scammers using AI to deceive you? This list is long.

Deepfake voice calls

Scammers now clone voices to impersonate airline representatives, hotel staff, or even travel companions in distress. These calls often include real booking details stolen from data breaches.

"But the rhythm or timing of the voice is usually off a little, or sounds a little too perfect," says Mike  Engelhart, chief technology officer at iSeatz.

AI-generated phishing

Gone are the days of obvious phishing emails. AI now crafts messages with perfect grammar and authentic branding that mimic legitimate travel confirmations.

"AI technology can create messages that look very legitimate, without the errors you would normally expect," says Edward Tian, CEO of GPTZero.

Fake booking sites

AI generates entire travel websites complete with stolen photos, fabricated reviews, and cloned interfaces of legitimate platforms like Airbnb or Booking.com.

AI-manufactured reviews and content

Fraudsters use AI to generate fake travel reviews or create social media personas offering discounted trips. Travel pictures and videos generated and edited using AI are used to lure people into paying for travel packages or tours that don't exist.

These red flags still work

Despite AI's sophistication, experts say certain warning signs remain reliable.

Payment methods
Legitimate businesses don't request payment via cryptocurrency, wire transfers, gift cards, or peer-to-peer apps like Venmo or Zelle.

URL irregularities
Look for slight misspellings like "Booklng.com" instead of "Booking.com" or unusual domains ending in ".xyz" instead of ".com."

Contact verification issues
If a "customer service" representative can't verify basic booking details they should have access to, it's likely a scam.

"Genuine providers can always confirm a booking reference, ticket number, and previously stored payment method without asking the customer to supply them," says Nic Adams, co-founder of 0rcus.

But perhaps the biggest giveaway has to do with timing.

"Urgency is often a major red flag," says Zoey Jiang, who teaches business technology at Carnegie Mellon University. "Beware of listings pressuring you with claims like 'Only 1 left at this price!'"

What to do if you're caught

If you suspect you're stuck in an AI scam, stop all communication immediately.

Contact your bank or credit card company. Ask it to freeze your accounts and dispute any credit card charges immediately.

Verify your booking independently. "Use an official airline website and the published phone numbers. Do not use a link from an email message -- it might be a fake.

Report the scam. Let the Federal Trade Commission and the FBI's Internet Crime Complaint Center know about it. To recover your money you may have to file a report as part of your dispute.

Reset your passwords. Enable two-factor authentication on all accounts.

Document everything. Save screenshots, emails, and call logs. You may need them later.

"The faster you act, the better your chances of stopping any payments or reversing the charges," advises Anusha Parisutham, the senior director of product at the AI company Feedzai.

Is there a fix to stop the AI scams?

Travel companies are fighting back with technology. They're using tools like biometric verification -- using face scans to prevent deepfake impersonation. They're also implementing better cryptographic email  signing to verify authentic communications and deploying AI scam detections to identify synthetic content.

"The same tools being used to deceive can also be used to protect," notes Engelhart of iSeatz. "But it  takes cross-platform collaboration and design choices that prioritize clarity over speed."

Perhaps the most insidious aspect of AI travel scams is how they exploit our trust in technology. Travelers often assume that sophisticated, well-designed communications must be legitimate.

"Scammers count on silence and shame to keep their efforts going," says Petros Efstathopoulos, vice president of research and development at RSAC, a cybersecurity conference. "By reporting the fraud and
speaking out, you help protect others."

The Rupps' experience offers an important lesson: Even cybersecurity professionals and experienced travelers aren't immune. The key is maintaining healthy skepticism in an age when perfect presentation no
longer guarantees authenticity.

In a world where AI can clone voices, forge emails, and create entire fake travel experiences in minutes, the most powerful defense remains the most human one: pause and verify, and trust your instincts when
something feels off.

Otherwise, you might need a glitchy website to save your vacation.

Christopher Elliott is an author, consumer advocate, and journalist. He founded Elliott Advocacy, a nonprofit organization that helps solve consumer problems. He publishes Elliott Confidential, a travel newsletter, and the Elliott Report, a news site about customer service. If you need help with a consumer problem, you can reach him here or email him at chris@elliott.org.