AITO specialist travel agents will have a new logo on display in windows and on websites within days after the group of 130 independent retailers unveiled the branding at its Domestic Agents Conference on Sunday.

The introduction of what the association hopes will become a “kite mark” follows the launch of a financial protection logo, AITO Assured, for AITO tour operators in November.

The Association of Independent Tour Operators (AITO) is forging increasingly strong ties between agent and operator members, and plans a joint conference for the previously separate groups this summer for the first time. The AITO Agents logo will sit next to the Abta and Atol logos displayed in windows and elsewhere.

AITO Agents chairman Oliver Broad said: “AITO agents are highly regarded and the logo will add value to their own brands. The aim is to create a kite mark easily identifiable by consumers – a mark of quality when maybe others are confusing. There are so many logos out there.”

Broad added: “We don’t have a budget to build consumer awareness, but 100% financial protection is a fantastic offer. The logo will be in brochures, in windows, on doors and on websites. It will only be seen in context and the context will explain it.”

The logo features a tick to represent consumer protection and signal reassurance and is underscored by the words: “Quality, Expertise, Independent”.

The logo and material will be sent out to agents this week. Window stickers will have to be renewed annually.

The AITO Agents logo was unveiled at the weekend at the AITO Agents domestic Conference in Warwickshire.