Specialist Travel Firms Call for Unity Amid Middle East Crisis Challenges

Specialist travel companies are facing mounting pressure as the ongoing conflict in the Middle East creates operational challenges, with industry leaders now urging firms to “pull together” during these difficult times.

At the launch of The Specialist Travel Association (Aito) Travel Insights 2026 report, executive director Martyn Sumners warned of “tough times ahead” for the sector and emphasized the importance of collaboration.

“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 told industry colleagues.

The current geopolitical situation has created particular challenges for specialized travel operators, many of whom arrange tours to regions directly or indirectly affected by the conflict. “These are really difficult times for all of us in the travel industry, particularly in specialist travel,” Sumners added, expressing hope for a swift resolution to the conflict.

Adding to these challenges is widespread confusion about where responsibility lies when trips are disrupted. Andy Tucker, managing director of Aito operator Naturetrek, highlighted the issue during a webinar panel, pointing to media reports that have incorrectly suggested tour operators must assume airlines’ responsibilities when flights are cancelled as part of package holidays.

“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 said. “Airlines’ responsibility doesn’t change. This misinformation makes our lives unnecessarily difficult in these times.”

Despite these challenges, Tucker emphasized the value that specialized operators provide during crises, noting that his staff have been “working round the clock” to assist travelers. “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 times of crisis. He noted that Aito operators bring “experience, knowledge and contacts to resolve the situation” that often exceeds the capabilities of airlines, which are “just focused on getting you from A to B.”

Garland also pointed to particular challenges faced by operators when the UK’s Foreign, Commonwealth and Development Office advises against travel to a destination 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, adding that his company was actively working to reroute clients through alternative flight paths to avoid problematic areas.

“At the end of the day the people who will make money out of this will be the lawyers trying to unravel the issues. I think it should be clearer and more equitable,” Garland concluded.

The repatriation of stranded travelers has become another pressing concern. Abta board member Richard Slater, who operates Henbury Travel, has written to his local Member of Parliament highlighting the plight of people stranded abroad. Slater noted that at Manchester Airport alone, there are multiple grounded aircraft from Middle Eastern carriers that could potentially transport nearly 2,000 passengers if properly coordinated.

He also raised questions about how the government intends to recover costs for repatriation flights when many passengers have already received refunds for cancelled flights.

Despite these challenges, the Aito Travel Insights 2026 report, which surveyed 8,500 customers across 20 Aito companies, revealed strong customer satisfaction. Aito companies achieved a net promoter score of 74.3, up from 67.1 in 2025 and well above the 70 mark considered “best in class.”

The report found that 94% of respondents expressed above-average satisfaction levels with their Aito company, with 96% specifically valuing the expertise provided. Roy Barker, director at customer data firm Spike, which compiled the survey, noted that these results demonstrate the high level of trust customers place in specialized travel operators.