The tourism industry has long understood the various benefits of information and communication technologies. These technologies are also blamed to be impersonal, sterile, and alienating. Not much attention has been paid to understanding whether transactions mediated by technologies take away the element of trust. A special question that we have taken up for investigation here is whether ‘high tech’ has the same privilege of ‘high touch’ in tourists honouring their commitments to tourism businesses. We hypothesize that e- bookings may imply lower social trust which in turn may result in high rates of ‘no-shows’. In other words, stringent legal control might be required to make tourists honour their e- bookings whereas informal trust is often enough for them to honour more traditional types of transactions. We examine this issue empirically based on primary data collected from the Argentine rental car industry.