Premier Holidays becomes latest member of Aito

Aito has announced Premier Holidays as its newest member as it confirmed its longest-standing tour operator, Sunvil, has left the association.

 

Aito, The Specialist Travel Association, which turns 50 next year, revealed it was in discussions with 17 companies interested in joining.

 

Tour operator Premier Holidays, which turns 90 next year, joined on December 1 and becomes one of Aito’s largest members by turnover, while also new for the 2025-26 financial year is luxury specialist Steppes Travel.

 

Sunvil has not renewed its membership for the current year but stressed its “door remains open” to rejoining in future. Planet Holidays, part of the Sunvil group, has also left.

 

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The changes follow the addition of 10 operators in the financial year to the end of August 2025, including Novaturient Tours & Travel, Tasmanian Odyssey, Success Tours (Magari Tours), Adventure Base and Our Local Tour.

 

Aito currently has 103 members and continues to target 150 by the end of 2027. Its government-approved financial protection scheme, Aito Financial Protection Services (AFPS), launched in June as part of its bid to swell its ranks.

 

Martyn Sumners, Aito executive director, welcomed Premier Holidays, which offers tailor-made trips across destinations including Asia, the Indian Ocean, Channel Islands, Middle East, US and Canada, describing it as a “well-established and forward-thinking” brand.

 

Emma Taylor, head of membership at Aito, added: “Their 90 years of specialist expertise and commitment to high-quality, meaningful travel resonate strongly with our own values as we approach Aito’s 50th anniversary. Premier Holidays embodies the best of independent, specialist travel, and we are delighted to have them join our family.”

 

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Premier Holidays sales and marketing director Debbie Goffin said: “We are delighted to become members of Aito. It reflects who we are as a business – a company that believes in thoughtful travel, strong relationships with trusted partners, and making every holiday feel individually meaningful. 

 

"As we enter our 90th year, this step strengthens our foundation for the future and reinforces our promise to both our travel agent partners and customers. We’re also pleased to be part of Aito’s agent community and look forward to working with some of the very best agents in the UK.”

 

On Sunvil’s departure, Sumners said he was disappointed but, following discussions with the operator, recognised the “need for them to focus on their own strategic direction with a great deal of change taking place in the industry”.

 

He remained hopeful Sunvil would return in future, citing the company as “a major contributor” since joining in 1976, the year Aito was founded.

 

The departure of Sunvil, whose chairman Noel Josephides was a director and former chairman of Aito, was understood to be amicable.

 

In a statement, the company said: “After thoughtful consideration, Sunvil has chosen not to renew its membership of Aito, the Specialist Travel Association.

 

“We’re exceptionally proud of our longstanding collaboration and our shared accomplishments over the years, and we appreciate the opportunities and connections that the association has provided via the shared goals of quality and an independent, customer-focused mind-set.

 

“As Sunvil continues to evolve and grow, we’re focusing our resources on initiatives that most closely align with our strategic goals and the needs of our clients.”

 

It added: “We remain supportive of Aito’s mission and wish Aito continued success.  The teams at both Sunvil and Aito have agreed that the door will remain open to us in the future, and we wish the association a memorable year of celebration in 2026, its milestone 50th anniversary.”