The association has published new advice on its website seeking to reassure people travel is still happening despite the volume of potentially unsettling media coverage to the contrary.
Jet2, Tui and easyJet holidays have in recent days earned praise for quickly ruling out introducing fuel surcharges this summer, although Advantage Travel Partnership chief executive Julia Lo Bue-Said has called for greater unity throughout the industry.
Posting to LinkedIn on Wednesday (29 April), she said: "Good to see some big brands come out this week with positive no fuel surcharge pledges, but more needs to be done. Shout from the rooftops."
Echoing Abta, Lo Bue-Said added: "Your holiday is only under threat from the Iran war if you don't book one."
'Everybody's watching what's happening with jet fuel'
Abta and Lo Bue-Said intervention came as Iata chief director general Willie Walsh warned the industry to expect fuel shortages over the coming months "and potential fuel rationing", which could affect how fares are priced.
"Everybody's watching what's happening with jet fuel – both supply and pricing," said Walsh. "On the supply side, over the next months, we could see shortages in parts of the world with high dependence on supplies from the Gulf, especially Asia and Europe. And the extraordinarily high cost of jet fuel is increasingly being reflected in ticket prices."
Oil prices briefly hit $122 (£90) a barrel on Wednesday – its highest level since 2022 – following reports the US's blockade of Iran is likely to be prolonged.
Earlier this month, easyJet said it had incurred £25 million in additional fuel costs over the winter, while Tui has disclosed a €40 million hit owing to the war.
Jet2, meanwhile, on Wednesday said it was 87% hedged on fuel for the summer and had no immediate concerns about supply or cost, but warned visibility was limited owing to "current geopolitical uncertainty".
(Credit: iStock / Bradley Caslin)
Abta said in the days following publication of its new advice, it has already become the most viewed page on its website, overtaking its advice and guidance on the EU's new biometric border checks.
Posts across its various social media channels have been viewed more than 100,000 times in just two days, and the association is also appearing via broadcast media and in national media commentary.
"Members are getting questions from customers about what the availability of fuel and possible rising prices will mean for their holidays or future plans, particularly following updates from some European airlines about changes to flights," said Abta director of communications Graeme Buck.
"In times of uncertainty, Abta has an important role to support members and customers by providing clarity on what is happening and what it means for holidaymakers. We’re stressing holidays are happening, and those who are due to travel or looking to book a holiday can take confidence from the strong protections in place and the benefits of booking with an Abta member."
'Airline resilience is being tested'
According to Iata, the crisis did not affect air traffic in March, and has not yet significantly impacted forward bookings. However, Walsh said "it remains to be seen at what point high prices could start to shift passenger behaviour".
"So far, the summer is shaping up to be a normally busy time for travel," Walsh continued. "That’s positive news, but airline resilience is being tested and stabilising the supply and price of fuel is crucial."
Walsh added it was vital regulators grant airlines flexibility on slots "considering the extraordinary circumstances of airspace capacity restrictions and potential fuel rationing". The UK government has already confirmed it has relaxed the 80:20 "use it or lose it" slot rule this summer.
Iata director general Willie Walsh (Credit: Iata)
Earlier this week, the i newspaper reported ministers were preparing to ease the regulations around what types of jet fuel airlines can use in the UK. This could potentially allow UK airports to widen their pool of jet fuel suppliers.
It follows comments made to Sky News by UK prime minister Keir Starmer suggesting people might need to rethink their travel plans this summer in the same way they may have to adjust their supermarket buying habits.
A spokesperson for the Prime Minister told the i the government was making contingency plans to mitigate any impact of fuel shortages on flights, while stressing "UK airlines are clear they are not currently seeing a shortage of jet fuel", which tallies with the stance adopted by Jet2, Tui and easyJet.
