Specialist firms say misinformation 'making life difficult' in crisis

Specialist travel firms have been urged to “pull together” as tour operators cite misinformation about their responsibilities during the current Middle East crisis as making life “unnecessarily difficult”.

 

Speaking 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.

 

He said: “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.”

 

He added: “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.”

 

His comments came as Andy Tucker, managing director of Aito operator Naturetrek, speaking on a webinar panel at the survey launch, said there remained a lack of clarity on the responsibility of airlines and operators when flights and trips were cancelled in conflict situations.

 

He stressed the importance of specialist travel firms and their expertise during the crisis, but said: “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.”

 

He cited media reports incorrectly suggesting that tour operators took over airlines’ responsibility when flights were cancelled, such as finding consumers accommodation or providing meals, if clients booked a package holiday.

 

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

 

Tucker admitted there were “many operational difficulties” but said consumers who booked with an Aito operator had “someone at the end of the phone or WhatsApp” guiding them through and “ultimately getting them home”.

 

“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.

 

Expressions Holidays owner-director Martin Garland, speaking after the event, agreed confusion about responsibility at times of crisis was rife, with “lots of false assumptions in cyber space”. He highlighted the importance of the “friendly, positive voice at the end of the line” when consumers contacted their Aito operator.

 

He added: “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.”

 

He highlighted difficulties operators faced such as when the Foreign, Commonwealth and Development Office issues advice against non-essential travel to a destination in a major conflict situation but airlines continue to fly.

 

“How do you square the circle? If the customer still wants to go you have got potential issues with tour operator liability insurance,” he said, noting: “We are looking to switch someone to a direct British Airways flight to go to Mauritius to avoid these issues.”

 

He added: “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.”

 

Meanwhile, Abta board members Richard Slater (Henbury Travel) has written to his local MP highlighting issues over repatriation.

 

He told Macclesfield MP Tim Roca that he has had people calling him in tears because they have family stranded in Asia and Australia, unable to get home for work and rapidly running out of money.

 

Slater pointed out that at Manchester Airport alone there are two Emirates Airbus A380s, two Qatar Airways Boeing 787s and at least one Etihad Boeing 777 on the ground. 

 

“Those aircraft alone represent close to 2,000 seats that could potentially be used to move stranded passengers if properly co-ordinated, as they aren’t going back to the Middle East any time soon,” he wrote.

 

Slater also questioned how the government intends to recover the cost of repatriation flights when many passengers will already have received refunds for cancelled flights. 

 

He asked: “Will they be required to repay the cost, just so as we know how to attend to any claims?”

 

Aito’s Travel Insights 2026 report, which surveyed 8,500 customers of 20 Aito companies in December, gave Aito companies a net promoter score (NPS) of 74.3, up from 67.1 in 2025. A score of 70 is considered “best in class and rarely achieved by companies”, according to the report. 

 

In total, 94% of respondents expressed above average levels of customer satisfaction levels with their Aito company, compared with 93% the year before.

 

Roy Barker, director of customer data and insights company Spike, which puts the survey together, said the latest figures showed the trust Aito customers had in their travel company to deliver an “exceptional experience”. 

 

“Not only are these scores good, they improve year on year, with 96% valuing the expertise," he added.