Several weeks prior to his trip from Minneapolis to Florence, Italy, Scott Mayer received a message from United Airlines stating that his flight had been canceled and that he needed to pay $600 in “cancellation” fees.

However, there was a catch: United Airlines reported that they did not send that message.

Mayer, who works as an event producer in Minneapolis, became a target for a scammer trying to extract sensitive information such as his address, date of birth, and credit card details.

Travel-related scams like this are increasing in frequency as we approach 2025. Criminals are now utilizing artificial intelligence to craft deceptive websites, listings, and social media profiles aimed at stealing your money. While there are no official statistics documenting these scams, numerous reports suggest the issue is escalating.

But you can avoid falling victim to these scams.

The Fraudulent United Email – Along with a Phony Call Center

Mayer noted that when he called the supposed “United” customer service, he was directed to an imposter claiming to represent the airline.

Even though Mayer wisely chose not to pay the $600—which was a smart move since United does not impose cancellation fees for flights they cancel—his flight still ended up being canceled. (It seems someone else used his reservation number to cancel the flight.) Consequently, he had to pay $1,596 for another ticket with a different airline.

When Mayer reached out to United to resolve the issue, the airline provided neither an explanation nor a refund.

“I would like to be reimbursed for my canceled flights,” he shared with me. I asked United to review Mayer’s cancellation more thoroughly.

“Unfortunately, we believe this customer fell victim to a scam,” said United spokeswoman Erin Jankowski.

Fortunately for Mayer, the airline refunded his fare—a rare positive outcome.

Jankowski recommended that contacting the airline directly through United.com or the United mobile app for any booking changes can help prevent future scams.

Perhaps, but scammers are increasingly clever.

Here’s what else you need to be aware of:

◾ Fake vacation rentals. You might find a seemingly perfect beach house, only to discover it’s a dilapidated shack upon arrival, or it may not exist at all.

“It’s incredibly disappointing to reach your holiday lodging and realize it looks nothing like the advertised images,” noted Don Jones, managing director at Andrew Harper, a travel company. “This scenario occurs far too frequently.”

How can you steer clear of such disappointments? Conduct a reverse image search to verify if the property photos are genuine. Additionally, compare listings on several platforms.

“Listings that lack reviews might be a warning sign,” suggested Abhishek Karnik, the head of threat research at cybersecurity firm McAfee. “Also, try to confirm the site’s legitimacy by checking whether it has been mentioned in credible media outlets.”

◾ Fake airline and travel agency websites. These websites may look authentic but are designed to harvest your credit card information. Often, they advertise fares that seem unreal. If an offer seems too good to be true, it likely is fraudulent.

“Ensure that the company you come across online is real by cross-checking it with reliable third-party sources,” recommended Chris Pierson, CEO of BlackCloak, a cybersecurity company. “These sources could include reputable travel directory listings, chambers of commerce, or official tourism guides.”

A particularly alarming type of fake site manipulates search engines to display itself as the correct contact number for a travel company. People often search phrases like, “How to reach customer service at (insert airline name)”—and the scammers appear. They are ready to take advantage of unsuspecting customers seeking assistance. Avoid searching for company details in that manner—always consult trusted sources or contact the company directly.

◾ Fake emails. Phishing scams are also prevalent. You may receive an email or text that appears to come from your airline, but is actually intended to steal your personal information. Be cautious about clicking on links in unsolicited messages, even if they seem legitimate.

“The rise of AI technology poses a significant risk to travel through tech scams such as deepfake fraud, identity impersonation, or misleading travel advice generated by bots,” explained Harding Bush, an associate director of security for Global Rescue. “This situation puts travelers at risk of fraud, misinformation, and malicious intent while booking trips or managing their itineraries.”

Moreover, criminals are leveraging AI to produce fake reviews and articles, making it exceedingly difficult to detect the fraud.

“In past years, it was common to spot basic errors in fraudulent or impersonated websites, such as odd language, spelling and grammar mistakes, odd word choices, along with poor-quality copied images and logos,” Pierson of BlackCloak shared. “Today, however, thanks to the introduction of generative AI, these indicators are becoming less obvious.”

As before, you can often uncover a scam with a simple heuristic: If it seems too good to be true, it probably is.

However, there are additional strategies to identify online fraud.

Tips to Identify Fakes When Booking Travel

Keep these safety tips in mind:

◾ Book through trusted sources. This includes established airlines, hotels, and tour operators with reliable histories. “Whenever possible, stick to well-known and reputable travel websites and service providers,” advised Frank Harrison, regional security director for the Americas at World Travel Protection.

◾ Be cautious of offers that appear too good to be true. If a deal feels unrealistic, it probably is. “With the rise in phishing attempts in the travel sector, any offer that seems excessively favorable should raise suspicions of potential fraud,” warned Rishika Desai, a threat analyst at Bfore.AI, a predictive security firm.

◾ Verify everything. Always confirm your reservations and payment details. “Double-check booking confirmations and payment receipts, and seek out reviews across multiple platforms to validate the service or accommodation,” Harrison recommended.

◾ Stay vigilant. Use strong, unique passwords and enable two-factor authentication. Avoid reusing passwords across different sites. Be especially cautious when accessing public Wi-Fi networks. “Public networks frequently lack encryption, thus cybercriminals can intercept data, putting your personal information at risk,” cautioned McAfee’s Karnik. If you must use public Wi-Fi, consider using a virtual private network (VPN) for added security.

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The Issue is Likely to Escalate in 2025

I foresee a troubling trend: In 2025, we may see an increase in these scams—potentially a significant rise. It wouldn’t be surprising if I were to report at the end of that year that it became the year of travel deception.

Why is this happening? Firstly, traveling can be expensive, making many people more vulnerable while searching for bargains. Such desperation creates an ideal environment for scammers to thrive. Secondly, advancements in AI have given fraudsters the capability to create counterfeit websites and call centers that can deceive even the savviest of travelers. (And yes, I have come close to being tricked myself). Finally, I’ve witnessed firsthand how these scammers go about undermining my online directory of company executives, and I must say their ingenuity and determination are quite alarming.

Instances like Mayer’s represent just a small part of a much larger problem. It is becoming increasingly difficult to differentiate between what is real and what is fake. We are navigating uncertain times. Exercise caution, my friends.

Christopher Elliott is an author, consumer advocate, and journalist. He is the founder of Elliott Advocacy, a nonprofit that assists in resolving consumer issues. He also publishes Elliott Confidential, a travel newsletter, and the Elliott Report, a site focused on customer service. If you encounter a consumer issue, you can contact him here or email him at chris@elliott.org.