In Brief: New research shows that while digital and AI tools are widely used for planning summer travel, concerns about payment security and scams are causing many consumers to abandon online bookings, highlighting a gap between trip inspiration and purchase.
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AI Shapes Travel Choices, Yet Payment and Scam Concerns Remain High – Image Credit Unsplash+
Survey Overview and Methodology
Riskified, a company specializing in e-commerce fraud and risk intelligence, conducted a global survey ahead of the 2026 Summer Travel season. The study included responses from over 4,000 consumers across the United States, the United Kingdom, China, Japan, Mexico, Brazil, and Colombia. The survey aimed to understand consumer travel behavior, booking experiences, and the level of trust in digital and AI-enabled travel tools.
Digital and AI Tools in Travel Planning
The survey found that 81% of consumers now use digital platforms to plan their trips. Of those, 26% are already relying on AI-powered tools such as ChatGPT or Gemini. This indicates a significant shift toward digital solutions in the early stages of travel planning.
Despite widespread use for planning, trust in AI drops when it comes to completing bookings or sharing sensitive information. Only 17% of respondents would trust an AI travel bot to handle payment or passport details without human oversight. This suggests that while AI is seen as helpful for inspiration and research, concerns remain about its reliability and security during transactions.
Key Concerns: Payment Security and Ticket Authenticity
Security remains a major issue for consumers booking travel online. Nearly half of respondents (47%) identified payment security as a top concern when purchasing tickets. Additionally, 39% worry about the risk of fake or invalid tickets. These concerns reflect ongoing challenges around both financial safety and the authenticity of online travel offers.
Booking Friction and Abandonment
The survey highlighted that the booking process is often not smooth for many consumers. Only about one-third reported a frictionless booking experience. Common issues include payment declines and identity verification steps, which can interrupt or prevent the completion of bookings.
More than half of consumers (53%) said that identity verification steps sometimes or often lead them to abandon a booking. While these measures are designed to prevent fraud, they can also discourage legitimate customers from completing purchases.
Price Sensitivity and Fraud Risks
Despite concerns about security and booking friction, price remains a strong motivator for consumers. The survey found that 63% of respondents would be persuaded to book quickly by significant discounts, even if they had doubts about the process. This behavior increases vulnerability to scams and fraudulent offers, as consumers may overlook warning signs in pursuit of lower prices.
Implications for Travel Merchants
The findings suggest that travel merchants face a challenge in balancing security and user experience. Strong safeguards are necessary to prevent sophisticated scams, but overly complex checkout processes risk losing customers. According to Riskified’s Chief Marketing Officer, Jeff Otto, there is a clear gap between the inspiration provided by AI tools and the actual purchase, with consumers expecting both convenience and protection when booking travel online.
