The chief executive of Ambassador Cruise Line has warned that the era of short booking windows is “drawing to a close and the lates market with it”, with persistent geopolitical volatility forcing operators and travellers to plan further ahead

Christian Verhounig shared his concerns amid ongoing tensions in the Middle East which escalated in February when the US and Israel launched military action in Iran, which in response bombed US allies in the region, causing widespread travel chaos and rocketing fuel prices.

In an open letter to trade partners, Verhounig said continued conflict is shifting cruise booking patterns as customers look to secure trips further out, presenting a “stark message” to agents.

He urged agents to adapt to the changing political landscape, saying geopolitical disruption is no longer an occasional shock, but rather an “enduring feature of the modern global economy”.

“The era of short booking windows is drawing to a close and the lates market with it,” he said. “Persistent geopolitical volatility will force both operators and travellers to plan further ahead, without the fallback of distressed inventory suddenly appearing to boost suppliers’ coffers and tempt consumers with a perceived bargain.

“Quite simply put, the lates market is dying.”

He told the trade to dispel any “lingering illusion” that the travel industry can rely on short booking windows, last-minute demand and price slashing, as geopolitical shocks become a “defining feature” of the global landscape.

“Preparing for that reality, rather than assuming a return to the old model of short booking windows and reactive pricing, will be essential if the UK travel sector is to remain resilient and competitive in the years ahead,” he added.

He argued the travel industry is often regarded as an “afterthought” by policymakers when enacting geopolitical plans, and urged the government to work with the industry to provide consumer confidence, especially as customers seek to book further out.

“As travellers commit months or even years in advance, timely and coordinated travel guidance, together with clearer communication of the financial protections available to consumers, will be critical in maintaining public confidence in forward booking despite a more uncertain global environment.”

Verhounig said Ambassador is already seeing the impact of a longer booking curve with its 2028-29 programme launch securing significantly more bookings than its 2027-28 launch did last year.

“Travellers are not naive,” he said. “They understand that geopolitical instability, fuel price swings and wider economic pressures can quickly translate into higher fares and reduced availability, not just in peak periods but throughout the year. At Ambassador, we are already experiencing these changes.

“It is abundantly clear that guests are booking earlier and in far greater numbers to lock in prices and secure the itineraries, cabins and sailing dates they want before global events potentially drive costs higher.”

Verhounig’s comments come as the trade warns there is “no doubt” the conflict will impact long-term travel sentiment following hundreds of cancelled flights and sailings, with Celestyal forced to cancel Mediterranean sailings due to repositioning issues and Explora Journeys scrapping its 2026-27 Middle East programme.