Fake Social Media Pages Posing as Boracay Resorts

How these scams work and how to avoid them

By Rica Velasco

Over the past few years, a growing number of Boracay resorts have had to deal with fake social media accounts using their names, photos and promotional materials to scam unsuspecting guests.

At first glance, these pages often appear legitimate. They use real images, copy branding, and respond quickly to inquiries. Many offer heavily discounted rates or limited-time promos, then request deposits through bank transfer or e-wallet before confirming reservations. Some even go as far as issuing fake booking confirmations or receipts to make the transaction appear legitimate.

The problem has affected dozens of resorts across the island, from smaller accommodations to established high-end properties. In some cases, guests only realize something is wrong upon arriving in Boracay and discovering no booking exists. Others find out earlier, after payments are sent and communication suddenly stops.

Authorities have already issued advisories regarding this type of scam. The Philippine National Police Anti-Cybercrime Group warned the public to be cautious when booking accommodations online, especially through social media platforms.

Among the most common tactics identified are fake pages posing as hotels or travel agents, urgent messaging that pressures quick payment, and transactions conducted entirely outside official booking systems.

Red flags

The advisory also highlighted several red flags: unusually low room rates, accounts that cannot be verified through an official website, and payment instructions sent to personal bank or e-wallet accounts. In many reported cases, victims were urged to secure “limited slots” or “promo rates” within a short timeframe, discouraging them from double-checking the legitimacy of the page.

According to a Philippine News Agency report, authorities have already recorded multiple cases involving online accommodation scams, with victims sending deposits to fraudulent accounts that later became unresponsive. The report noted that these scams continue spreading through social media, where fake listings can be created and circulated quickly.

Despite repeated warnings, incidents continue to happen.

How to avoid getting scammed

We spoke with Michael Sweeney, CEO of My Boracay Guide, to better understand what is happening from the industry side.

On the issue of reporting fake pages to META, the company behind Facebook and Instagram, Sweeney explained that action is usually taken, particularly when impersonation is clear.

“In our experience, they do get taken down, especially when the pages are clearly impersonating established brands. The challenge isn’t so much response time as it is volume (of reports). With millions of tourists booking Boracay travel, a small percentage falling for scams is unfortunately inevitable.”

Rather than focusing solely on takedowns, resorts have shifted toward making official channels clearer to guests.

“Since then, the main approach has been clarity and consistency. Guests should always be directed to official channels, typically the hotel’s direct website, where verified social media accounts are linked. For established properties, it’s usually quite easy to confirm what’s legitimate with a quick check.”

Payment methods have also become an important verification point.

“Always check that the bank account name matches the accommodation establishment. Avoid sending payments to personal accounts. If using GCash, check verified business accounts over personal ones. Bank transfers are generally safer due to higher compliance requirements.”

This aligns closely with authorities’ advice: verify accounts through official websites, avoid dealing exclusively through messaging apps, and take extra caution when asked to send advance payments without formal booking confirmation.

He also shared practical advice for both guests and resorts.

“Verify that social media accounts are linked from the official website. Cross-check via Google listings and call the property directly if unsure. Be cautious of deals that seem too good to be true. Do quick due diligence. Even a few seconds of checking can eliminate most scams. Ultimately, a bit of awareness and basic verification steps go a long way in preventing the vast majority of these issues.”

How businesses can respond

For businesses dealing with impersonation, reporting fake pages remains the first step. This usually involves going to the fake page, clicking the three dots on the profile, selecting “Report Page,” then choosing “Something About This Page,” followed by “Fake Page,” and identifying it as “A Business.” Businesses can also include the URL of their official page to support the report.

Many resorts have taken additional steps to reduce the damage caused by fake accounts. Some post public advisories on official pages to warn guests and clarify legitimate accounts. Others ask their networks to report fake pages as well, increasing the chances of faster takedowns. In some cases, leaving warning comments and reviews directly on fake pages has also helped alert potential victims before payments are made.

As online booking remains a primary way travelers plan trips, fraudulent listings remain an ongoing concern. For now, both resorts and authorities are relying on awareness, consistency and basic verification practices to reduce the risk for guests.