Specialist Travel Firms Urged to Unite During Middle East Crisis

Specialist travel operators are calling for industry solidarity as they navigate the complexities of the current Middle East conflict, with many firms reporting that misinformation about their responsibilities is creating unnecessary challenges.

At the launch of The Specialist Travel Association’s (Aito) Travel Insights 2026 report, Executive Director Martyn Sumners warned of difficult times ahead for the sector, emphasizing the need for unity.

“I think we all need to pull together and stick together. We are renowned for our sharing [in Aito]; let’s make sure we are working in tandem because we are much stronger together than apart. Be positive,” Sumners urged attendees.

He acknowledged the significant strain the ongoing conflict has placed on travel companies, particularly those specializing in niche markets. “These are really difficult times for all of us in the travel industry, particularly in specialist travel. As we navigate these challenges that come with the war, we really hope for a speedy end to this conflict and our hearts go out to those who are suffering.”

The confusion surrounding airline and operator responsibilities during crisis situations emerged as a key concern among industry professionals. Andy Tucker, managing director of Aito operator Naturetrek, highlighted persistent ambiguity about where responsibilities begin and end when flights are canceled due to conflicts.

“We have got the confidence to get through this but on the other side of the coin, in terms of grappling with where tour operator responsibility starts and ends, we are still fumbling around for some kind of clarity,” Tucker explained during a panel discussion.

He pointed to media reports incorrectly suggesting that tour operators assume airlines’ responsibilities—such as providing accommodation or meals—when flights are canceled for package holiday customers. “Airlines’ responsibility doesn’t change. This misinformation makes our lives unnecessarily difficult in these times,” Tucker emphasized.

Despite operational challenges, Tucker noted the value specialist operators provide during crises, with staff “working round the clock” to assist stranded travelers. “Our staff have been working round the clock since Saturday. I am proud of my team, this is where the true value of booking with quality tour operators comes to the fore,” he added.

Martin Garland, owner-director of Expressions Holidays, echoed these sentiments, highlighting the importance of having a “friendly, positive voice at the end of the line” during travel disruptions. He stressed that Aito operators offer expertise and connections that often exceed what airlines can provide.

“The fundamental point is if you book with an Aito operator, you get the experience, knowledge and contacts to resolve the situation, and they are often more qualified than even the airlines who are just focused on getting you from A to B,” Garland said.

Operators face particular challenges when government travel advisories conflict with airline operations. Garland noted instances where the UK Foreign, Commonwealth and Development Office advises against travel to certain regions while airlines continue to operate flights. “How do you square the circle? If the customer still wants to go, you have got potential issues with tour operator liability insurance,” he explained.

The situation has prompted industry representatives to seek government intervention. Richard Slater, an Abta board member from Henbury Travel, has written to his local MP highlighting repatriation concerns. He noted that numerous large aircraft are grounded at Manchester Airport alone, representing approximately 2,000 seats that “could potentially be used to move stranded passengers if properly co-ordinated.”

Slater also questioned how the government plans to recover costs for repatriation flights, particularly when many passengers have already received refunds for canceled flights.

Despite these challenges, Aito’s latest customer survey indicated strong performance among specialist travel companies. The Travel Insights 2026 report, which surveyed 8,500 customers across 20 Aito companies, revealed a net promoter score of 74.3, up from 67.1 the previous year. According to the report, a score of 70 is “best in class and rarely achieved by companies.”

Customer satisfaction levels remain high, with 94% of respondents expressing above-average satisfaction with their Aito company, slightly higher than the 93% recorded last year.

Roy Barker, director at customer data firm Spike, which compiled the survey, noted that these figures demonstrate the trust customers place in specialist travel companies to deliver exceptional experiences, with 96% valuing the expertise these firms provide.