| Journal: TWUK | Section: |
| Title: | Issue Date: 10/07/00 |
| Author: | Page Number: 13 |
| Copyright: Other |
Anew dynamic marketinginitiative is set toraise the profileof AITO with consumers which is just what the association needs
COLIN TRIGGER
OUR CLUB is quite unique, with 151 independent specialist tour operators offering over 4,000 defined products to nearly 200 different countries in one close, informal but effective association – the Association of Independent Tour Operators.This is an association that has just presented to its members a dramatic marketing initiative like no other in its history. Let me explain.
Firstly, AITO is to rebrand for the benefit of the consumer, who is currently virtually unaware of AITO as such.
The logic is the same that encouraged ARTAC to become World Choice, NAITA to become Advantage – consumer recognition. Buzz and Go are other examples.
Secondly, we will revamp our obsolete Web site, also with the new marketing name.
We want it to be a reliable and useful source of information about these 4,000 plus products that cover just about every country travellers are ever likely to want to visit.
And to generate serious e-business! It will also be a communications tool within the membership.
Thirdly, we will redefine our well known printed directory (with the new name) of members and their vacation possibilities, for nationwide distribution via the quality press, as an inserted guide. This is an effective exposure of our products.
We will also develop over two years a customer database.
This will comprise enquiries for the directory but also those accessing the new Web site – the resulting collection ofprobably rather typical AITO clients will be offered a loyalty scheme.
Why? We are proud of our products and want holidaymakers to realise that the philosophy, standards and quality available from any one member are available from the other 150. We offer real holidays.
We want to make them aware that their Bravo (or whatever brand name we select) holiday should suggest considering other AITO members for other AITO destinations.
Some AITO members sell direct, while others prefer the travel agency route, hence the Campaign for Real Travel Agents initiative, with its largely unexploited potential of extra and valuable business between independent agents and independent operators.
If you are an independent and professional travel agent, have you joined CARTA yet?
And if you are a specialist independent tour operator, have you considered joining AITO? There’s room for both of us.
Look out for more details of our new brand.
“We arefocusing on real benefits for the creators of real holidays. Our members”