Luxury travel advisors are being urged to keep a steady hand as geopolitical tensions flare in the Middle East, according to statements from industry leaders.
Advisors told to focus on plans, not panic
Anthony Goldman, joint managing director of Goldman Travel Group and a board member of Karryon Luxury Travel Advisory, said the recent military strikes by the United States and Israel against Iran on February 28 2026 have highlighted the need for steady guidance. Iran’s retaliatory drone attacks have caused “major travel disruptions into and out of key Gulf hubs,” he noted, making it clear that advisors’ role is more vital than ever.
Goldman advised his peers to “ignore the mainstream media and what they have to say about flights, capacity, cancellations, etc. They all want to chase the headline.” He emphasized staying the course, speaking directly with clients, and discouraging cancellations of European summer plans. “The best thing we can do now is give clients backup and security, and that’s your value, that’s why they use an advisor,” he added.
Travelers remain eager despite political turmoil. “People are happy to travel and are not impacted by politics around the world,” he said, noting that while a dip in U.S. travel has been linked to currency values, New York continues to attract visitors.
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Specialisation seen as the path forward
Goldman highlighted specialisation as a growth strategy for advisors seeking long‑term success. Focusing on niche experiences allows advisors to “offer magical moments” by leveraging connections that give clients access to unique opportunities.
The abundance of information online can overwhelm travelers, especially those researching complex trips like African safaris. By acting as experts, advisors can cut through the noise and provide curated experiences that would otherwise be difficult to arrange.
Specialisation also strengthens relationships with partners, which he said “makes a difference in luxury travel.” This focus on connections helps improve the client experience beyond what standard booking channels can deliver.
Compensation and workload under review
Goldman warned that advisors need to reassess how they are remunerated, especially as they work across time zones. He noted that “we charge ticketing fees and planning fees and have to be remunerated. Clients need to pay for knowledge.” The statement reflected concerns about the demanding nature of the role, where responses from destination management companies in Europe can arrive late at night, creating a heavy workload for advisors.
Advisors often cannot afford to “turn off,” and proper compensation is essential for sustaining the intensive service they provide. This comment aligns with broader industry discussions about fair pay for the expertise and effort required in luxury travel planning.
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Post‑pandemic demand and emerging trends
The market continues to see strong demand for “big‑ticket” trips, a trend that Goldman attributes to the lingering effects of the pandemic. Many travelers, particularly from the Baby Boomer generation, are willing to invest in multiple high‑value journeys each year, often using inheritance funds for back‑to‑back vacations.
Luxury yacht offerings by hotel brands represent a notable development within the cruise sector, described as “an interesting movement and a new category.” He also mentioned the early stage of artificial intelligence integration, suggesting that AI could enhance efficiency in booking and planning processes as the technology matures.
While the current climate demands careful planning, Goldman reminded advisors not to lose sight of the joy inherent in their work. “Sometimes we get stressed and forget we’re planning people’s holidays, and it should be joyous,” he said, highlighting the importance of curating special moments for clients.
In many ways, this call for calm mirrors past industry challenges, such as the travel disruptions caused by the 2020 pandemic, where advisors similarly had to balance uncertainty with client reassurance. Those experiences show that steady communication and expert guidance often help maintain traveler confidence, even when external events threaten to derail plans.
