Special Report: ‘Aito is as relevant now as ever’

Aito, The Specialist Travel Association is as relevant today as it was when founded 50 years ago, according to its executive director.

Martyn Sumners said many of the issues the association faced when it launched were still around today.

“Some of the issues then and now are no different: bonding confusion, Atol bonding regulation, Atol Protection Contribution,” he said, adding: “Regulation is managed by two different bodies: the Civil Aviation Authority [CAA] and Department for Business and Trade. There needs to be joined-up thinking – one set of regulations.”

Aito, formerly the Association of Independent Tour Operators, launched in 1976 following Court Line’s collapse and the introduction of Atol bonding to achieve a ‘realistic and fair level of bonding’ to ‘discourage reckless trading and avoid the risk of a drain on the Air Travel Reserve fund by unscrupulous or incompetent tour operators’.  

Within a year, its negotiations with the CAA had resulted in a reduction in the minimum level of bonding from 15% to 10% for non-Abta members.    

Membership rose to 20 after two months, to 50 by the end of 1976 and to about 160 at its peak. It currently has just over 100 members.

Aito has 32 members that have been with the association for at least 20 years. The oldest member Sunvil, which joined in 1976, left last year, leaving Serenity Holidays as the longest-serving member, at 38 years. New members include Premier Holidays and Tasmanian Odyssey. 

Former Aito chair Martin Garland, owner-director of Expressions Holidays, a member for 34 years, reflected: “There has been a change in the profile of members from more-generalist mid-sized companies to more-specialist SMEs, and if anything, the product is more sophisticated and interesting.”

He cited Aito’s value as a “sounding board” and lobbying association.

For Sumners, one of Aito’s biggest achievements was helping members through Covid, while a recent success was the launch of Aito Financial Protection Services (AFPS) in 2025.

Highlighting rising business rates, operators as ‘the insurers of last resort’ and the lack of a different government approach for SMEs, he said: “Aito is probably even more relevant now than when it was set up.”

Priorities now include reaching 150 operators by 2028 and delivering new member services under AFPS. 

Sumners said Aito, which also represents agents through its Aito Specialist Travel Agents arm, will continue to modernise. “Even a couple of years ago, it was described as a bit of an old boys’ club,” he said. “We’re working hard to change that.” 

 

Aito partner views

“Aito represents trust, collaboration and a long-term commitment to better tourism.” 
Eleni Skarveli, director, GNTO UK and Ireland

 

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“As an insurance broker, Aito provides confidence that members operate responsibly and protect clients properly.” 
Vito Sepe, client director – hospitality and travel, James Hallam Insurance Brokers

 

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“To me, Aito means collaborations and closer working ties between independent tour operators and its Aito agents.” 
Shubhra Halliday, sales director, Anzcro

 

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“Aito embodies the best of specialist travel. For Aito Specialist Travel Agents, it offers both advocacy and community.” 
Gemma Antrobus, chair, Aito Agents