Aito Specialist Travel Agents have reported an 89% year-on-year hike in average booking values for sales through Aito operators.
Sales values reached an average of £13,750 per booking last year, significantly higher than in 2022, for Aito agents’ bookings through 32 Aito operators in the association’s All Stars revenue tracking scheme.
The Specialist Travel Association (Aito) revealed the figures at its annual domestic conference for agents in Leicestershire, where it also revealed The Algarve as the destination for this year’s Aito Famference and announced plans for a revamp of its Excellence Scheme, which recognises agents’ engagement with Aito.
Aito credited the hike in booking values to more Aito Agents selling Aito operators as well as agents working harder to attract sales.
Chair Gemma Antrobus said: “I am pleasantly surprised by the increase in average booking values. It shows Aito Agents are doing really well for themselves; it’s an incredible achievement.
“We have seen far more Aito Agents become more committed to selling Aito operators, which are generally speaking higher value bookings. They are looking at which partners they work closely with.
“Spending has also increased, and lots of people are turning to travel agents for help with everything. Agents have worked really hard to win these bookings.”
The figures were revealed as part of the All Stars & Excellence Awards which recognise Aito Agents’ sales of Aito operator holidays and their engagement with Aito.
The conference was attended by more than 100 delegates, including 53 agents, 46 tour operators and four affiliate partners. It featured workshops on time management, social media, and improving agent relationships with Aito, as well as a marketplace with short appointments for agents to talk to operators.
Antrobus also announced details of the Aito Famference at the conference close. It will take place from June 6 to June 9 in the lesser-known eastern side of The Algarve region. Last year’s event was held in Tenerife and the first was in Malta.
Aito plans to take 45 to 50 agents on its third annual educational, which will also include Aito operators.
On plans for a revamp of the Excellence Scheme, Antrobus said Aito planned to make the scheme easier to understand and increase awareness of it among members.
The scheme awards points to individual agents for their engagement with Aito, from attendance of Aito events and training to how much they promote Aito.
“We are planning to make some exciting new changes to the scheme and look forward to unveiling our ideas in the coming months,” added Antrobus.
The event also included the annual gala dinner and awards, with a new Agent’s Chair award, and a new event, a silent disco.
The Agent’s Chair award went to Jacquie Cole, of Bakewell Travel.
Antrobus said: “If there was a mould for the perfect Aito Agent, Jacquie would fit it. She is a great advocate of independent agents and Aito.”
Other winners at this year’s awards included Haslemere Travel, which received the Gold Excellence Award; Full Circle Travel, Journeys à La Carte, Peakes Travel Elite and Travelwise, which all scooped the Silver Excellence Award; and Marco Polo Travel, Oasis Travel, RB Collection, The Travel Concept and Travel Stop, which received the Bronze Excellence Award. These recognise agents’ engagement with Aito.
Tour operator of the year was Lusso; highest average booking agent was Travelwise; most improved travel agent was Andara Travel; and travel agent of the year went to Sandra Mutter, of Andara Travel.
As well as regional awards, the Travel Agent Shining Star award went to The Independent Holiday Shop, while the New Travel Agent Shining Star award went to Kayleigh Hodson, of RB Collection; and the Individual Tour Operator Shining Star went to Tippi Mora of Expressions Holidays.