Airbnb and Get Safe Online raise awareness of holiday scams this Easter

Research commissioned by Airbnb reveals UK adults who’ve experienced fraud have lost an average of £1,937¹ to a variety of different scams – a figure that has been steadily rising year on year². Scams related to booking holidays are among the most common types of fraud in the UK (24%) along with credit card fraud (31%) and phishing scams (26%). Surprisingly, it is digitally native 18-34 year-olds that admit to being scammed more than any other age group. 

As travellers look to book their well-deserved trips, Airbnb data reveals the coming weeks are typically the most popular time for Brits to book an Easter holiday on Airbnb³. Yet fraudsters may look to capitalise on peak booking moments by exploiting AI and tricking people into using fake third party ads, websites and phone calls.

Airbnb has a range of safeguards in place to protect stays booked on Airbnb including AirCover and secure payment processes. Airbnb encourages consumers to report suspicious websites or phishing emails to it for investigation, working with third parties to report them for further action. In 2024, our team detected and mitigated more than 3,200 third party phishing domains globally.

Airbnb and long-standing partner, not-for-profit online safety experts Get Safe Online, are sharing the latest tips on how to safely book a holiday this year. The new advice urges the public to be more vigilant and to always use a trusted provider when booking. 

Desire for deals driving risky decision making – particularly among young people

Almost half of all UK adults (47%) are looking to make savings on their holidays in the near future. However, this desire to secure a bargain may also be leading consumers to make riskier decisions when making purchases – leaving them more vulnerable to scams. This is particularly true for 18-34-year-olds, who have been scammed more than any other age group.

Despite this, young people are more likely to take risks when spending. More than a quarter (27%) of Millennials and almost a third (31%) of Gen Z admit that they would be willing to make a purchase with limited information if it meant saving money, compared with just 12 per cent of Gen X and 4 per cent of Boomers. Two fifths (41%) of 18-34 year olds also admit they would not know who to go to for help if they were scammed, compared to 31 per cent of those aged 35-54 and 21 per cent of over 55s. 

Meanwhile, almost a quarter (24%) of Brits admit they would pay for a holiday via bank transfer – where their money is not protected – if they thought it would save them money. This figure rises to almost a third of Millennials (32%) and nearly two fifths of Gen Z (39%) in comparison to just 12 per cent of Boomers.

Many Brits confident they could spot a holiday scam – yet the overwhelming majority are unable to detect an AI-generated image from a real one

Over two thirds (68%) of UK adults say they’re confident they could spot a fake holiday, travel or accommodation website or email. Yet when asked to decide whether four AI-generated images of properties were real or fake, more than a third (34%) of UK adults thought that the AI-generated images were real and more than a quarter (27%) were not sure. This difficulty some consumers have in detecting AI-generated images reinforces the importance of booking, paying and communicating on trusted platforms like Airbnb, where safeguards to deter bad actors and policies such as AirCover are in place to help protect consumers. 

Social media may be leaving Gen Z exposed to scams

Research shows young people display the most relaxed attitude towards staying safe online. Two in five (43%) of Gen Z would search or book a holiday via social media, compared to just under a third (30%) of Millennials, 11 per cent of Gen X and only 4 per cent of Baby Boomers. 

Meanwhile, more than a third (34%) of Gen Z and over a quarter (26%) of Millennials would be willing to make a large purchase if it was advertised by an influencer or celebrity compared to just 1 per cent of boomers. Only two thirds (66%) of Gen Z said they check all details closely when making a payment to ensure nothing looks suspicious compared to the overwhelming majority of boomers (91%).

As part of its efforts to help keep its community safe, Get Safe Online and Airbnb share the following tips to help Brits avoid holiday scams:

1. Never click on unexpected links – Fraudulent links and attachments in emails and texts are intended to take you to sites designed to look like a real company website, but can trick individuals into revealing personal information such as passwords and credit card numbers. Use the Airbnb app or go directly to the website (www.airbnb.co.uk) to help ensure you’re on the legitimate company website.

2. Always report suspected scams – If you believe you may have encountered a fraudster or experienced a scam, you should report it to the police. The Get Safe Online website also has information on how to check for certain scams. 

3. Be wary of unusually cheap deals or high deposits – If a deal or offer sounds too good to be true, such as those advertised on social media, or you’re being pressured to make a decision quickly, it could be a scammer and it’s best to end all communication immediately. 

4. Do not pay for holidays or accommodation by direct bank transfer – Airbnb protects guests by handling all communications and payments through its secure platform only. If anyone asks you to leave the Airbnb platform to communicate, book, or pay, you should decline and report it to Airbnb immediately.

5. Use trusted platforms to book, pay and communicate – Stays should always be booked and paid for only on trusted platforms like Airbnb, to take advantage of secure processes and refund policies. On Airbnb, every booking comes with AirCover, meaning if there’s a serious issue with your Airbnb that your host can’t resolve, Airbnb will help you find a similar place or give you a refund. 

6. Use a different password for each online account and add two factor or multi-factor authentication – If you use the same login information for different accounts there’s a higher risk that your details might be compromised online, leading scammers to access and take over your online accounts. Airbnb offers multi-factor authentication, meaning users can provide more than one way to verify their identity to access their account, strengthening security and reducing the risk of account takeovers by scammers.

Amanda Cupples, General Manager of UK & Northern Europe for Airbnb: “As people look to plan their Easter break, holidaymakers should remain vigilant when browsing for their trips. New technologies are fast emerging and using trusted platforms to book, pay and communicate is the best way to beat potential fraudsters. We have safeguards in place to protect stays booked on Airbnb, including secure payment processes and support measures like AirCover.”

Tony Neate, CEO at Get Safe Online: “As you seek out deals when securing your hard earned break away, as the research shows, this year it’s more important than ever to stay alert when it comes to booking a holiday. When it comes to payment, always pay on a trusted platform, which will provide better protection than parting with your money to someone you don’t know. And trust your instincts – if a deal looks too good to be true, then it probably is.”