AITO has changed its named to The Specialist Travel Association to better reflect its membership.
After extensive consultation with members, it has decided the word ‘specialist’ explains more precisely what they offer to consumers.
Members also agreed the word ‘specialist’ was a far more ‘motivating and easily-understood’ proposition than ‘independent’.
"We will be keeping the AITO acronym for the foreseeable future; it would be a shame to lose the 40-year heritage that comes with the name, but all agree that The Specialist Travel Association tagline better describes what our members do," said AITO chairman Derek Moore.
"Quite simply, they provide a huge range of special interest holidays for their customers to all corners of the world."
The group, which was established in 1976, will retain its tough membership criteria, including the requirement to have 100% financial protection in place.
Other brands within the AITO family, such as AITO Specialist Travel Agents and AITO Affiliates, have also been adapted in look and feel to reflect the modification of the parent brand.
AITO is currently collating consumer responses for its Annual Travel Insights Survey, which will be released at the end of its overseas conference in Ras Al Khaimah at the end of November.
