Holidaymakers warned over social media scams for fake accommodation

Holidaymakers have been advised to carry out amateur detective work to ensure they do not book into fake accommodation this summer, as research showed a third of travellers had seen an increase in potential travel scams on social media.

Consumer experts have urged holidaymakers to do a reverse image search on photographs of holiday homes and check their locations on an online map to verify they are real.

People may be booking in a hurry this year as many have left it later than usual because of uncertainty around the impact of the Iran war, increasing the risk of falling victim to an online or telephone scam.

Some of those caught up in flight cancellations and delays at the start of the Iran war have already been victims of scams.

As well as fake holiday accommodation or flights, people may also be offered tours that do not exist, while scammers sometimes copy photographs from legitimate websites and often ask for bank transfers.

George Ralchev, head of risk at payment service provider emerchantpay, which commissioned the research, said holidaymakers were being targeted by social media scammers “looking to take advantage of the peak travel season”.

Seven in 10 people said they were wary of promotional emails related to holidays because of potential scams, according to the survey carried out by Opinium in May among 2,000 people in the UK.

Two-fifths of holidaymakers said they changed their behaviour while on holiday because of financial safety concerns.

Half now prefer to book holidays with online or high street travel businesses if they clearly explain how they are protecting consumers from fraud.

One woman scammed out of £6,500 while trying to book a Greek holiday villa previously told the Guardian that she had begged her bank to halt the money transfer, only to be told by staff that there was nothing they could do.

To help avoid scams, people could do research to check that a destination actually exists, look for independent reviews and check website links, emerchantpay said.

Holidaymakers may also want to check whether the company involved is a member of Abta, a trade association for UK travel agents, tour operators and the wider travel industry.

People booking package deals with a flight could also check if they are covered under the Air Travel Organisers’ Licensing (Atol) financial protection scheme.

Lisa Webb, consumer law expert at the consumer group Which?, said the findings were “sadly unsurprising” and reflected its own research that social media firms were “failing to take meaningful action to tackle the flood of scams on their platforms”.

Webb said: “The onus should not fall on consumers, but there are ways to help you spot fake holiday listings – such as using a reverse image search to check for stolen images or checking the property’s location on an online map to see that it exists.”

She advised travellers to book through trusted channels and avoid paying by bank transfer for anything advertised on social media. Anyone who thinks they have lost money to a holiday booking scam should contact their bank immediately and report it to Report Fraud or Police Scotland.

According to separate research from Which? undertaken in the summer of 2024 and spring 2025 on Booking.com reviews, hundreds of people complained that they had paid for accommodation that did not exist. Booking.com provided a detailed response at the time and said cybersecurity was a top priority. Expedia customers were also targeted in 2024.

Read the full story at The Guardian ↗

Research indicates that social media scams targeting holiday bookings have become more prevalent, with a third of UK travellers reporting increased exposure to fraudulent offers. Scammers typically use photographs copied from legitimate websites and request bank transfers for non-existent accommodation, flights, or tours. Consumer protection experts advise verification techniques including reverse image searches and map-based location checks. A May 2024 survey found 70% of respondents distrust holiday-related promotional emails, while half now prefer booking through established travel businesses with stated fraud protections. Recent cases document losses of thousands of pounds. Booking platforms including Booking.com and Expedia have received complaints about fake listings. Consumers can seek protection through industry memberships (Abta) or licensing schemes (Atol), and should report suspected fraud to their bank and relevant authorities.

Read the full story at The Guardian ↗

Holidaymakers have been advised to carry out amateur detective work to ensure they do not book into fake accommodation this summer, as research showed a third of travellers had seen an increase in potential travel scams on social media.

Consumer experts have urged holidaymakers to do a reverse image search on photographs of holiday homes and check their locations on an online map to verify they are real.

People may be booking in a hurry this year as many have left it later than usual because of uncertainty around the impact of the Iran war, increasing the risk of falling victim to an online or telephone scam.

Some of those caught up in flight cancellations and delays at the start of the Iran war have already been victims of scams.

As well as fake holiday accommodation or flights, people may also be offered tours that do not exist, while scammers sometimes copy photographs from legitimate websites and often ask for bank transfers.

George Ralchev, head of risk at payment service provider emerchantpay, which commissioned the research, said holidaymakers were being targeted by social media scammers “looking to take advantage of the peak travel season”.

Seven in 10 people said they were wary of promotional emails related to holidays because of potential scams, according to the survey carried out by Opinium in May among 2,000 people in the UK.

Two-fifths of holidaymakers said they changed their behaviour while on holiday because of financial safety concerns.

Half now prefer to book holidays with online or high street travel businesses if they clearly explain how they are protecting consumers from fraud.

One woman scammed out of £6,500 while trying to book a Greek holiday villa previously told the Guardian that she had begged her bank to halt the money transfer, only to be told by staff that there was nothing they could do.

To help avoid scams, people could do research to check that a destination actually exists, look for independent reviews and check website links, emerchantpay said.

Holidaymakers may also want to check whether the company involved is a member of Abta, a trade association for UK travel agents, tour operators and the wider travel industry.

People booking package deals with a flight could also check if they are covered under the Air Travel Organisers’ Licensing (Atol) financial protection scheme.

Lisa Webb, consumer law expert at the consumer group Which?, said the findings were “sadly unsurprising” and reflected its own research that social media firms were “failing to take meaningful action to tackle the flood of scams on their platforms”.

Webb said: “The onus should not fall on consumers, but there are ways to help you spot fake holiday listings – such as using a reverse image search to check for stolen images or checking the property’s location on an online map to see that it exists.”

She advised travellers to book through trusted channels and avoid paying by bank transfer for anything advertised on social media. Anyone who thinks they have lost money to a holiday booking scam should contact their bank immediately and report it to Report Fraud or Police Scotland.

According to separate research from Which? undertaken in the summer of 2024 and spring 2025 on Booking.com reviews, hundreds of people complained that they had paid for accommodation that did not exist. Booking.com provided a detailed response at the time and said cybersecurity was a top priority. Expedia customers were also targeted in 2024.

Read the full story at The Guardian ↗

One-third of travellers surveyed reported seeing increased potential travel scams on social media Seven in 10 survey respondents said they were wary of promotional emails related to holidays because of potential scams Two-fifths of holidaymakers changed their behaviour while on holiday because of financial safety concerns Half of holidaymakers now prefer to book with online or high street travel businesses that clearly explain fraud protection measures Scammers use photographs copied from legitimate websites and often request bank transfers for non-existent accommodation, flights, or tours One documented case involved a woman losing £6,500 while attempting to book a Greek holiday villa Reverse image searches and online map location checks can help identify fraudulent listings Booking.com and Expedia have received complaints about fake accommodation listings in their platforms Many holidaymakers have delayed booking due to uncertainty around geopolitical events, increasing vulnerability to scams Social media firms are failing to take meaningful action to tackle the flood of scams on their platforms The onus should not fall on consumers to verify bookings Holidaymakers were being targeted by social media scammers looking to take advantage of peak travel season

Read the full story at The Guardian ↗

• Holidaymakers are increasingly targeted by social media scams offering fake accommodation, with a third of travellers reporting increased scam encounters
• Consumer experts recommend reverse image searches and location verification on maps to identify fraudulent listings
• Scammers often use stolen photos, request bank transfers, and exploit holiday booking rush periods, with documented cases of losses exceeding £6,000
• Major platforms and booking sites including Booking.com and Expedia have faced complaints about fake listings, though companies dispute responsibility
• Travel industry bodies like Abta and schemes like Atol offer some consumer protection, while banks report limited ability to reverse fraudulent transfers