While everyone in our sector is busy packing their toiletries ahead of the AIX trade show, I must say I’m a little worried.

I’m streaming a news channel, and it is showing that portions of the world are on fire right now, both figuratively and literally.

The crisis in Iran and across the Gulf countries needs no introduction. Meanwhile Russian oil and gas terminals are ablaze (and its products are sanctioned anyway). Venezuela seems to be holding, but who knows how long that situation might last?

There’s a report that the UK’s emergency committee are drawing up plans in the event of a shortage of jet fuel. Undoubtedly other governments are doing the same.

Aside from possible fuel shortages, and the corresponding rise in price, research shows that the public are less likely to travel during a period of instability, even if they are not flying anywhere near an active war zone.

So what can airlines do to help mitigate this? I’d suggest that they need to double down on providing the best passenger experience in all cabins to ensure passengers who are comfortable to keep flying will want to come back time and again.