The Specialist Travel Association (Aito) is striving for expansion by leveraging the success of its annual ‘famference’.
- Aito recently hosted 30 members on a unique trip to the Algarve to foster growth and collaboration.
- The association aims to significantly increase its operator and agent membership by 2026.
- Word of mouth and agent testimonials are central to Aito’s strategy to attract new members.
- Aito seeks to address current challenges while highlighting the benefits of membership.
The Specialist Travel Association, known as Aito, is strategically utilising the success of its third annual ‘famference’ to bolster its membership numbers. This event, which took place over a weekend in the Algarve, served as a platform to showcase the association’s offerings to 30 invited operator and agent members, reinforcing Aito’s commitment to fostering collaboration and growth within the travel industry.
In pursuit of its expansion goals, Aito has outlined ambitious plans to increase its pool of operator members from the current 100 to 150 by the year 2026. Concurrently, the association aims to grow its network of Aito Agents from 75 to 100 branches, reflecting a structured approach to strengthening its trade presence. This strategic expansion is anticipated to attract more agents and operators who are aligned with Aito’s ethos of specialist, small, and medium-sized business collaborations.
Aito’s executive director, Martyn Sumners, underscored the vital role of word-of-mouth recommendations in the association’s growth strategy. Sumners emphasised the power of advocacy, highlighting that those who attended the ‘famference’ are poised to share their positive experiences with prospective members at subsequent events. He remarked, “We rely hugely on word of mouth. We have got people on this trip who are huge advocates of Aito who will attend other events after this and say to people, ‘Why not consider Aito?’”
Despite the strategic focus on growth, Sumners candidly acknowledged that the current pace of expansion has been impeded by the demands of reviewing Atol and Package Travel Regulations. Nevertheless, Aito is committed to simplifying its marketing message to align with potential members’ interests and plans to solicit sincere testimonials from existing members to elucidate the intangible benefits of being part of the Aito community.
Aito Agents chair, Gemma Antrobus, further articulated the importance of member testimonials in dispelling misconceptions about the association. By publicising the positive accounts of agents’ experiences, Aito aims to clarify its unique position in the travel sector, distinguishing itself from being perceived merely as another consortium. Antrobus stated, “There is nothing better than word of mouth,” highlighting the value of transparency and honest communication in fostering growth.
Aito remains steadfast in its mission to enhance its profile and membership through strategic initiatives and genuine advocacy.
