The ongoing conflict in the Middle East between the US, Israel, and Iran has resulted in a recent spike in fuel prices.

Many airlines have felt the effects, and now Hertfordshire-based Ascend Airways has reportedly entered liquidation.

The UK company offered aircraft for other airline carriers, such as Tui Airways, Oman Air and Air Sierra Leone and operated at Southend Airport and Gatwick Airport.

UK airline Ascend Airways goes into liquidation

Ascend Airways is set to return its fleet of Boeing 737 Max 8s to lessors and surrender its air operator’s certificate (AOC), Flight Global reports.

The company was originally founded as Synergy Aviation as a small charter and management firm.

It was acquired by Avia Solutions Group in 2023 to serve as its primary UK-based operator.

It obtained its UK AOC two years ago and has been operating an all-737 Max 8 fleet.

Its inaugural commercial flight took place in April 2024, operating from London Southend Airport.

The ongoing Middle East conflict and the rise in fuel prices have resulted in a “challenging outlook” for the summer season, the carrier told Flight Global.

It said: “These external pressures have compounded the structural challenges of operating a UK AOC within the European [wet-lease] market.

“A lack of reciprocal wet-leasing rights for UK carriers, combined with a higher cost base, has made the UK certificate a more expensive and less agile option compared to EU AOCs.”

The airline describes its surrender of the AOC as “strategic” but said that it has met contractual obligations through the winter, or exited agreements in an “orderly” manner, and it is supporting employees ahead of its AOC return.

“By working closely with stakeholders, a managed wind-down of operations has been achieved to minimise disruption to customers, consumers and aircraft lessors,” it adds.

However, reports also suggest that the company has gone into liquidation, according to The Sun.

An insider said: “It’s gone bust today (April 28), we got the news this afternoon.

“We’ve all been given the letters that it’s all going into liquidation.”

They added: “It’s to do with the economy, we couldn’t get contracts, the UK is a lot more expensive than Europe.

“The fuel situation had a massive effect on it as well.”

Ascend Airways and Avia Solutions Group have been contacted for comment by Newsquest.

Several major airlines have already responded to this rise in fuel prices due to the conflict in the Middle East.

This has been done by increasing fares, adding or increasing fuel surcharges, and cutting flights.

UK airline Skybus announced previously that it had ceased all flights between Cornwall and London due to “the huge rise in the global cost of fuel” and “a significant drop in new passenger bookings”.

Ryanair CEO Michael O’Leary has also warned Brits to book their summer holidays “as quickly as you can” to avoid rising costs.

Airlines that have entered liquidation or administration in 2026 (so far)

Several airlines entered liquidation in 2025, according to the UK Civil Aviation Authority , including:

• Blue Islands Limited (UK) – November
• Air Kilroe Limited t/a Eastern Airways (UK) – November
• Play Airlines (Iceland) – September

Three airlines have entered administration or liquidation in 2026 (so far), resulting in the cancellation of more than 4,000 flights:

Airlines are not the only travel businesses affected, with four UK travel companies having also ceased trading in 2026, resulting in the cancellation of flights and holiday packages to destinations around the world.

The four UK travel companies that have closed down in 2026 (so far) are:

• Regen Central Ltd
• Gold Crest Holidays
• Asiara UK Ltd
• Simply Florida Travel Ltd

All four have ceased trading, according to Companies House, and have lost their Air Travel Organiser’s Licence (ATOL).

Have you been impacted by any flight cancellations or airfare price hikes caused by increased fuel prices? Let us know in the comments below.

After Old Windsor Logistics said it will no longer deliver parcels in Abingdon or Oxford on Wednesday, April 15, parcel delivery firm Evri has said service in the area is operating as normal.

In addition, the major business said it had been in touch with the more than 25 on-site drivers from Old Windsor Logistics who lost their jobs this month.

READ MORE: Evri statement as UK delivery firm contractor shuts with drivers fired

They have offered work to them and the chance to become Evri community couriers with a large proportion reportedly accepting the offer.

Old Windsor Logistics, which has its Oxford base at the Horspath Trading Estate in Cowley, had delivered parcels for Evri for seven years.

Daniel Sheehy, owner of Old Windsor Logistics (Image: Daniel Sheehy)

Announcing the end of the partnership, the owner of Old Windsor Daniel Sheehy said it was because his drivers were no longer earning enough money to maintain a living.

He said their rate per package delivery had been systematically cut since 2019.

“We cannot do it any longer,” the 35-year-old said.

He added: “Over the last two years they have systematically reduced and reduced the rate, and over the last three months they have dropped it even lower.

An Evri lorry (Image: Alamy/PA)

“I have said to them we need an injection to secure the business so I can pay the VAT and pay the drivers’ wages.

“We need a better rate so we can survive as a business.”

A spokesperson for Evri said they routinely review arrangements with their partners and are committed to working with them and supporting them in their service.

On April 15, the spokesperson added: “We routinely review our delivery model and third party relationships to offer continued service improvements and the best delivery choices for our customers.”

Old Windsor Logistics has a base at the Horspath Industrial Estate (Image: Google Maps)

However, Mr Sheehy claimed there had not been proper dialogue with the major Leeds-based delivery company since he first raised the issue last October.

He said: “It’s ridiculous. We do not want to ruin service for anyone. It’s just we are at a point where we cannot physically pay the drivers and carry on.”

The owner of Old Windsor Logistics added that the rate gets even lower when fines for their service are taken into account.

READ MORE: Evri parcel delivery disruption after Oxford firm collapses

Over the Christmas period these apparently totalled £7,600 and he said the system for allocating them was unfair, particularly for fines relating to picture proof for delivery.

The spokesperson for Evri added: “Independent data has recognised us as having the highest on-time delivery rate of all carriers and our dedicated community couriers are at the heart of our business.

“As we continue to grow, we continue to welcome new community couriers who our customers tell us provide a high standard of service.

“Keen applicants can express their interest on our website.”

Liverpool FC has expanded its partnership with SAS to use artificial intelligence and analytics in digital supporter marketing, with the work focused on creating more personalised fan experiences across its digital channels.

The arrangement centres on SAS Customer Intelligence 360 and SAS Viya, which Liverpool will use to analyse supporter data across web, mobile and social platforms. The aim is to make digital interactions more relevant and timely while improving tracking of engagement, conversion and fan sentiment.

The move reflects a wider push by sports organisations to use customer data more directly in marketing, commerce and audience development. For Liverpool, which has one of football’s largest global followings, digital channels have become an important way to stay connected with supporters beyond matchdays.

Early uses identified by the club include personalised merchandising offers, changes to digital journeys where users encounter friction, and models designed to predict supporter behaviour and preferences. Those insights will shape communications and marketing activity based on how fans interact with the club.

Rather than treating web, mobile and social activity separately, Liverpool plans to combine those data sources in a single system. The approach is intended to give its marketing team a broader view of supporter behaviour and allow campaigns to be adjusted continuously.

Chris Jennions, Vice President of Marketing at Liverpool FC, linked the project to the club’s broader digital audience strategy.

“Our focus is on our supporters – how we engage them digitally, the quality digital experiences we offer and how we continue to grow that audience globally,” said Chris Jennions, Vice President of Marketing at Liverpool FC. “With SAS Customer Intelligence 360 we can deliver AI-powered real-time, individualised digital fan experiences, serving our supporters better than ever before. Just as importantly, it gives us a clear way to measure success through engagement, conversion and fan sentiment supporting long-term sustainability.”

AI agents

Another part of the plan involves AI agents within SAS Customer Intelligence 360. These tools are intended to support the management of digital customer journeys in real time and help marketing teams refine audience groups, adjust journeys based on behaviour, and review operational performance from the platform.

SAS described the next phase as a shift from AI-assisted marketing to more automated orchestration of fan engagement. The system can be used to design audiences, recommend actions and adapt marketing decisions as new data comes in, while leaving strategic oversight with human teams.

“As LFC looks ahead, the real opportunity lies in moving from AI-assisted marketing to AI-orchestrated digital fan engagement,” said Jonathan Moran, Head of Martech Solutions Marketing at SAS. “With the AI agents embedded in SAS Customer Intelligence 360, LFC can begin coordinating intelligent audience creation, designing customer journeys and decisions in real time using AI to surface insights, and recommend next best actions to accelerate execution and conversion, while marketers remain firmly in control of strategy, approvals, and guardrails.”

Wider trend

The partnership highlights how football clubs are increasingly treating supporters as year-round digital audiences rather than only match-going customers. In that model, data from browsing habits, app use, content consumption and online purchasing can shape how clubs sell merchandise, distribute content and maintain loyalty in international markets.

Liverpool has long had a substantial overseas following, making digital engagement central to its commercial strategy. Personalised marketing systems offer clubs a way to tailor outreach by geography, behaviour and interest, particularly when many supporters may never attend a match in person but still interact with the brand regularly.

Technology suppliers have also been pushing further into sport as teams seek more direct relationships with fans and better visibility into online behaviour. Marketing platforms that combine analytics with automated decision-making are now being pitched as tools for improving user journeys, identifying drop-off points and increasing the relevance of outbound messages.

For Liverpool, the practical test will be whether those systems improve supporter response across its digital estate and convert engagement into measurable commercial returns. Jennions said the club would judge the work through metrics including engagement, conversion and fan sentiment.