Jumio’s 2025 Online Identity Study indicates that a significant portion of global consumers lack confidence in the travel industry’s ability to protect them from AI-powered fraud.
According to the study findings, nearly half of global consumers (44%) express a lack of confidence in the travel sector’s defenses against AI-powered fraud, including identity theft and account takeover. This sentiment is more pronounced among Americans, with 55% reporting a similar lack of confidence. In the sharing economy, which includes services like vacation rentals, confidence levels drop further, with 60% in the U.S. and 50% globally stating they do not feel adequately protected. Consumers frequently share sensitive personal data, such as government-issued IDs, for travel-related transactions, which the study suggests increases their vulnerability to fraud.
These concerns align with a broader global distrust in digital environments. The study reveals that 69% of respondents believe AI-powered fraud poses a greater threat to personal security than traditional forms of identity theft. In response to this growing distrust, consumers worldwide are showing a slight increase in their willingness to invest more time in identity verification on digital platforms.
In 2025, 74% of global consumers reported they would willingly spend more time on identity verification for travel and hospitality platforms if it improved their security, an increase from 71% in 2024. For sharing economy platforms, 70% of global consumers in 2025 remained willing to spend time on verification, a slight decrease from 71% in 2024, yet with a subtle shift from a preference for “a lot more time” to “a little more time.” This trend mirrors the willingness observed in traditionally higher-risk sectors, such as banking and financial services, where 80% of consumers globally would spend more time on security measures.
Bala Kumar, chief product and technology officer at Jumio, commented on the findings: “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. 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 Jumio 2025 Online Identity Study surveyed 8,001 adult consumers equally distributed across the United States, the United Kingdom, Singapore, and Mexico. Censuswide conducted the survey between April 9 and April 24, 2025.
Jumio provides AI-powered identity intelligence, utilizing biometric authentication, automation, and data-driven insights to help organizations establish and maintain trust with customers online. The company aims to combat fraud and financial crime, accelerate customer onboarding, and ensure compliance with regulatory requirements such as Know Your Customer (KYC) and Anti-Money Laundering (AML) standards. Jumio has processed over 1 billion transactions in more than 200 countries and territories. Headquartered in Sunnyvale, California, Jumio operates globally and is supported by Centana Growth Partners, Great Hill Partners, and Millennium Technology Value Partners.
