'Risks from AI are increasing,awareness not yet'

What if a hacker uses a deepfake video of your hotel manager to ask the receptionist for sensitive data? This is no longer science fiction. Artificial Intelligence is already making this possible. As this technology improves, the risks for hotels increase.

In one incident, a Paris hotel was misled by a deepfake audio message from the 'General Manager', asking for an urgent transfer. The finance team, convinced of the authenticity of the request, complied, leading to a significant financial loss. This example highlights how dangerous and effective deepfakes can be in manipulating staff.

In addition to financial fraud, deepfakes can be used to gain access to secure areas. Imagine a deepfake video of a hotel manager convincing the front desk to grant digital access to sensitive data. Another scenario is using deepfakes to make fake HR applications, asking employees to provide their login details.

The risks and impact of such attacks are high. Financial losses, reputational damage and loss of guest trust are just some of the consequences. Hackers use deepfakes to gain access to sensitive information, which is then used for further attacks or sold on the dark web. After successfully using a deepfake, hackers can also install ransomware to extort even more money.

Sbit Hospitality ICT Services' annual survey shows that only 21% of hotel managers are really worried about deepfakes. Most respondents were somewhat concerned or did not know how to assess the threat. This shows that awareness about deepfakes is not yet sufficiently developed. Often, the threat is only taken seriously after an attack. Until then, many think "it won't happen to me", which makes hotels extra vulnerable.

Another problem is that hotels are easy prey for deepfake attacks, mainly because they always want to be hospitable and helpful. Hackers take advantage of this and use social manipulation to gain access to confidential information. This puts hotels at extra risk compared to other businesses.

To protect hotels from the threat of deepfakes, preventive measures are necessary. Implementing multi-factor authentication and regularly updating security software can help prevent unauthorised access.

Furthermore, it is important to train staff regularly about cybersecurity risks such as deepfakes. For instance, simulations with scenarios can prepare staff for real threats. By becoming aware of technological threats, hotels can adopt a proactive attitude.

In addition to this, hotels should also be prepared in case an attack occurs. This means assuming that if it happens and hackers have access to your data and systems, you have a solution to deal with it. For example, a good incident response plan will ensure that your hotel continues to function and that you don't pay 'the top price' in the event of a ransomware attack or other cyber threats.

Sbit Hospitality ICT Services helps more than 200 hotels deal with these growing challenges. They offer customised solutions to ensure your hotel stays operational and protected from the latest threats.