McAfee research reveals how scammers trick holidaymakers — plus simple tips to stay safe
Key Highlights:
- Among Brits who fell for a travel scam while on holiday, 1 in 5 lost money — and of those, more than 1 in 10 lost over £500.
- Nearly 1 in 5 Brits (17%) have experienced a travel scam while booking. Clicking on malicious confirmation links, falling for fake payment sites and being misled by manipulated photos, top the list of most common scam types.
- More holidaymakers (96%) are concerned about protecting their devices from cyber risks than they are protecting the physical security (89%) of those devices
LONDON, U.K – March 26, 2025 – Today, McAfee released the findings of its UK Safer Summer Travel research, revealing how British holidaymakers are not only cutting back on spending but struggling to spot scams, creating a perfect storm for cybercrooks. As Brits hunt for bargains ahead of their summer holidays, many struggle to tell real from fake – whether it’s a deal, a booking or a travel confirmation – leaving them vulnerable to increasingly sophisticated scammers looking to cash in.
The findings reveal that while 69% of Brits research common travel scams before booking, nearly 1 in 5 (17%) have fallen victim during the holiday booking process. Younger holidaymakers, aged 18-34, are the most at risk, with 39% of 18–24-year-olds and 29% of 25–34-year-olds having been affected by a travel scam – the highest of any age group. These younger tourists are particularly vulnerable to fake accommodation and excursion scams – 12% of 18–24-year-olds and 6% of 25-34-year-olds have lost money on a rental that didn’t exist and nearly 1 in 10 have prepaid for an excursion that turned out to be fake or misleading. They’re also more likely to face digital scams, with nearly 1 in 10 18–34-year-olds reporting their bank information was compromised while planning or on holiday, compared to just 1% of those over 65.
The Cost of Adventure
With 81% of Brits planning a holiday in 2025 and 95% looking for ways to save, many are cutting costs on everyday expenses – like dining out less (42%) or skipping new holiday clothes (37%) – to stretch their travel budgets further. As part of the bargain hunt, Brits are actively searching for deals on accommodation (41%), airfare (35%) and excursions (30%). But in the rush to secure the best prices, many may be unknowingly falling into the traps of increasingly sophisticated travel scams.
Cybercrooks are preying on holidaymakers with fake booking sites, fraudulent confirmation links and manipulated images, making scams harder than ever to spot. In fact, nearly half (47%) of Brits say they wouldn’t be able to recognise a video scam, 25% struggle to identify fraudulent texts and 22% have trouble spotting email scams. The challenge of staying cyber-safe is growing, with Brits spending an average of 78 hours per year reviewing, verifying or deciding whether messages they receive via text, email or social media are real or fake – and many have already fallen victim:
- 7% clicked on a confirmation link that turned out to be a scam.
- 5% entered their credit or bank details on a fake site, leading to fraudulent charges.
- 5% were misled by manipulated images of their holiday destination.
- 3% were tricked into booking accommodation or trips that didn’t exist.
“During the holiday season, cybercriminals are ready to lure holidaymakers in with deals that seem too good to pass up,” said Vonny Gamot, Head of EMEA at McAfee. “With one in five Brits falling victim to a travel scam, it’s more important than ever to stay alert. If an offer looks too good to be true, it probably is. Taking a moment to double-check before you book can help keep your holiday stress-free and scam-free - so you can focus on enjoying your well-earned getaway.”
These findings are a reminder to stay vigilant when booking holidays and making payments online - so your dream trip doesn’t turn into an expensive mishap. Protect yourself from travel scams by following these key tips:
Before You Travel:
- Watch for Scams – Scam (phishing) emails and text messages, and fake travel deals, can lead to scammers having access to sensitive personal or financial information. Avoid clicking unknown links or sharing personal details.
- Check Rental Listings – Do a reverse image search to spot fake listings. Read reviews and book through known, trusted platforms.
- Invest in holistic online protection like McAfee+ - Help keep yourself and your family safe online with protection that detects and protects against suspicious links and sites so you can browse online with greater confidence. You could also consider a deepfake detection tool to be alerted when a video you’re watching is AI-generated or manipulated.
While On Holiday:
- Verify Before You Trust — Scammers may pose as hotel staff or tour guides. Double-check identities before sharing info or valuables.
- Stay Secure Online — Public Wi-Fi can expose your data. Use a VPN to browse safely.
- Be Cautious with QR Codes — Fake QR codes can lead to scam sites. Use online security software that flags suspicious links.
- Think Before You Post — Sharing your location in real-time can attract scammers at home or on holiday. Post updates after your trip instead.
For more information about how to better protect yourself online and learn about McAfee’s products and services, visit www.mcafee.com.
Research Methodology
A McAfee survey, which focused on the topic of travel scams and the impact of these scams on consumers, was conducted online in February 2025. 7,000+ adults in the US, UK, France, Germany, India, Japan, and Australia, age 18+, participated in the study.
About McAfee
McAfee Corp. is a global leader in online protection for consumers. Focused on safeguarding people in an always-online world, McAfee’s solutions adapt to user needs, empowering individuals and families with secure, intuitive tools. For more information, visit www.mcafee.com.
