One fifth (19%) of Gen Z consumers admit they’re willing to purchase World Cup and other tickets from unofficial websites despite the risk of fraud and scams, according to new research from global payments provider, emerchantpay. Although six in ten (59%) Gen Z holidaymakers aged 18-29 say they are cautious about clicking links in emails promoting travel deals due to a fear of scams, this still lags some way behind Boomers aged 62-80 (74%). Six in ten (57%) Gen Z consumers have seen an increase in financial scams over the past year, higher than the average of 50% across all UK adults*. This is especially concerning as Gen Z are at even greater risk of travel scams than other generations as they are increasingly targeted by potentially fraudulent content and offers online – four in ten (43%) of Gen Z have seen an increase in potential scam content on social media over the last 12 months, higher than the UK average of 34%. Despite displaying potentially riskier behaviour around travel and event bookings, Gen Z consumers are actually more concerned about scams and fraud than other generations – half (51%) say they are more wary of fraud and scams when booking a holiday than at other times, compared to 36% of Boomers. This concern around security also extends to travel too - 51% of Gen Z admit they are concerned about bringing cards on holiday in case they are lost or stolen vs three in ten (28%) Boomers. Consumers must ensure they are wary of using unofficial or potentially fraudulent online merchants to protect themselves from unscrupulous fraudsters this summer. However, consumers also need more support to stay protected from fraud and scams including from banks, retailers and payment providers – travel companies must ensure that they offer access to secure payment options as well as education to identify potential scams. George Ralchev, Head of Risk at emerchantpay, comments: “Football fans planning a once-in-a-lifetime trip must ensure they’re not putting themselves at risk from unscrupulous ticket scammers this summer. “Fraudsters target events with high demand and the World Cup is a perfect example as millions of fans might be tempted to take a chance on a ‘too good to be true’ deal on tickets from unofficial websites or social media offers. “It’s vital that consumers ensure they only use reputable ticket websites or merchants to reduce the risk of fraud and ensure they are protected from scams.” Top tips from consumer expert Martyn James: Always pay on a credit card if the costs are over £100 as you can claim back from the card provider if the promoter goes bust or there’s a refund problem. With accommodation, choose the option that allows you to cancel close to the date of the event. Try to avoid buying train or travel tickets until closer to the event – and check the refund policies. Check the ticket site’s app so you know how to claim refunds, contact the firm and ‘gift’ tickets you can’t use. Travel businesses must work with payment service providers to ensure robust anti-fraud tools are implemented – this approach is key to build robust fraud prevention measures, boost sales and protect consumers. George Ralchev, Head of Risk at emerchantpay adds: “Travel merchants must ensure they offer a range of secure payment options to boost anti-fraud measures protecting both themselves and their customers from fraudsters. This should always include 3DS2 and two factor authentication for online payments to authenticate payments. Working closely with experienced payments partners is no longer optional - it is fundamental to protecting revenue and preserving consumer trust.” emerchantpay is a global payment service provider (PSP) and acquirer empowering merchants through simplified and effective payments processing to deliver faster, smarter and safer payments. NoYesSecurity18 Jun, 2026