A "good start to the year" has been put at risk by "price increases and a massive amount of uncertainty" since the outbreak of the Iran war, Jersey tourism bosses have said.

Cost‑of‑living pressures have resulted from disruptions to shipments of oil and gas through the critical Strait of Hormuz since the war began on 28 February.

The Jersey Hospitality Association said the situation had had "significant impacts" for the sector, while Seymour Hotels said fuel surcharges on food and drink deliveries had increased significantly in recent days.

Nevertheless, both the Jersey Hospitality Association and Seymour Hotels agreed that Jersey could benefit from uneasiness about long‑haul travel.

A safe, short break

Marcus Calvani from the Jersey Hospitality Association said that the opening months of the year had all been more profitable than the corresponding months in 2025.

Marcus Calvani also noted that the rise in geo‑political tensions had "understandably caused significant impacts", and that this had resulted in a mixed picture for the industry.

"There's confidence, consumer confidence, price increases and a massive amount of uncertainty," Marcus Calvani said.

"At the moment, things are still looking good - [but] probably not as good as we would have hoped them to have been, understandably," Marcus Calvani added.

Recent reports have suggested that British holidaymakers are looking for "reassuring alternatives to avoid travel through the Middle East".

Marcus Calvani replied, "Is Jersey a good place to capture people for a safe, short break who would've otherwise been going elsewhere? Absolutely."

Marcus Calvani concluded, "So we've got to look at the positives and act on them as well."

Rising costs and supply‑chain challenges

Matt Seymour, the managing director of Seymour Hotels, said that he expected his costs to continue rising.

Matt Seymour explained, "We've already been given notice by suppliers and partners to expect some price increases."

Matt Seymour continued, "A local food and beverage supplier has recently explained to us that they have been notified of fuel surcharges on delivery to the island, and we can expect that will get passed onto us."

Nevertheless, Seymour Hotels shared Marcus Calvani's view that the global situation also presented an opportunity.

Matt Seymour stated, "The cost of flights is going to prove problematic for those who want to travel long distance..."

Matt Seymour added, "How much advantage Jersey can take from that is to be seen, so we'll have to keep an eye on that."

Broader context: consumer confidence under pressure

The combination of higher fuel costs, surging food‑and‑drink delivery charges and the broader cost‑of‑living squeeze has placed households across the United Kingdom in a more cautious spending mindset.

Within that environment, the Jersey Hospitality Association has observed that consumers continue to search for value‑for‑money experiences that do not compromise on safety or quality.

Because Jersey is a short‑haul destination for most British travellers, the island enjoys an inherent logistical advantage when travellers are looking to avoid the added expense and perceived risk of longer flights.

Data presented by the Jersey Hospitality Association indicates that, despite the uncertainty, booking levels for the first quarter of the year have outperformed comparable periods in the previous year.

The Jersey Hospitality Association further noted that many hospitality operators have begun to promote bundled offers, such as accommodation paired with meals, to mitigate the impact of rising ingredient costs.

Strategic responses from the sector

Seymour Hotels has announced that it will be reviewing its pricing strategy on a weekly basis, aiming to pass on unavoidable cost increases while still offering competitive rates for weekend breaks.

Seymour Hotels also confirmed that it is working closely with its local suppliers to secure longer‑term contracts that can lock in prices where possible, thereby reducing exposure to volatile fuel surcharges.

The Jersey Hospitality Association has encouraged its members to emphasise Jersey’s reputation for safety, short travel times and a high standard of hospitality in marketing campaigns targeted at mainland Britain.

The Jersey Hospitality Association suggested that operators highlight the island’s limited reliance on long‑haul supply chains by showcasing locally sourced produce, which not only reduces carbon footprints but also cushions against future disruptions.

Both the Jersey Hospitality Association and Seymour Hotels agree that the sector’s resilience will depend on its ability to adapt rapidly, communicate transparently with guests and maintain a focus on the core strengths that make Jersey an attractive short‑break destination.