The Specialist Travel Association (Aito) has set out a plan to expand its tour operator membership by a third over the next four years as part of a strategic review.
The association revealed ambitious growth plans at its Aito Overseas Conference 2022 in Braga, Portugal, to recruit a further 50 tour operators by 2026, its 50th anniversary. This would swell its current ranks from 100 to 150.
In the same time period, it is targeting a hike in its membership of Aito agents from 80 to 100.
Chairman Chris Rowles said expansion was vital to raise the profile of small and medium-sized travel businesses.
He said: “If we can expand the organisation we can be successful, if we don’t do that we fail.”
Executive director Martyn Sumners agreed “critical mass” was vital to the association being taken seriously at government level. “If we are to continue to be listened to and have a loud voice we need to continue to grow,” he said.
He recognised the organisation was originally created to focus on consumers and its systems had not been designed to work as a trade association.
“The focus [now] is on being a one-stop-shop for all parts of the Aito family as well as a customer portal for finding specialist businesses. We are revisiting what members want and need. It’s not going to be a quick fix,” he admitted, encouraging members to speak out about their business needs.
As well as expansion, the strategic review of the organisation will focus on a broad range of aspects, including knowledge management systems, personal development, diversity, equity and inclusion, lobbying and alliances and sustainable tourism. Extra training and new toolkits are likely to be made available to help members to run their businesses.