Nationwide Building Society has issued an urgent alert to its members over a sharp rise in sophisticated holiday fraud, with the average victim losing a staggering £3,500.
Fraudsters Exploit January Holiday Hunters
Jim Winters, Nationwide's Head of Economic Crime, stated that the society consistently sees a significant increase in holiday-related scams at this time of year. Criminals meticulously research trending destinations to tailor their deceptive offers.
"They’ll look at where the popular holiday destinations are, and if there’s one that is up and coming they’ll tailor the scam," Winters explained. He emphasised that fraudsters are acutely aware of peak booking periods and know when consumers are most vulnerable to seemingly unbelievable deals.
How the 'Too Good to Be True' Scams Work
The scams often present as incredible bargains for holidays, applying high-pressure tactics to force a quick decision. Winters detailed the common methods: "They might even give you some time pressure – as in ‘this is a one-time only deal’ or ‘you’ve got to sign up to it in the next 24 hours to qualify for this price’."
This warning is supported by research from consumer champion Which?. Travel expert Guy Hobbs revealed that an analysis of Booking.com reviews in summer 2024 and spring 2025 found hundreds of recent complaints from people who had paid for non-existent accommodation.
(Booking.com has stated that cybersecurity is a top priority and provided a detailed response to the allegations.)
Expert Advice to Stay Protected
To combat this fraud, experts strongly recommend specific protective measures. Guy Hobbs of Which? advised: "We always recommend booking a package holiday as the Atol scheme ensures you won’t be left out of pocket or, worse, stranded abroad if your holiday company were to go bust."
He also gave crucial guidance on travel insurance: "We can’t emphasise enough how important it is to buy travel insurance as soon as you book. It means you’re much more likely to be covered for any pre-departure issues."
Hobbs added a critical warning: "Many holiday companies and airlines will try to sell you their own insurance – don’t take it. It isn’t usually any cheaper, and it’s certainly not better."
The key takeaway for consumers is to exercise extreme caution with online holiday deals, verify the legitimacy of companies, and ensure financial protections are in place before paying any money.
