The Specialist Travel Association (Aito) is taking strategic steps to broaden its membership base through creative initiatives.
Recently hosting its third annual ‘famference’ in the Algarve, Aito is focusing on leveraging agent testimonials to extend its reach and influence.
Aito’s recent ‘famference’ event in the Algarve was strategically designed to promote collaboration among travel agents and operators. The event, attended by 30 members, offered an ‘off-the-beaten-track’ experience to showcase the value of Aito’s association.
This gathering is part of a broader plan aiming for a considerable increase in membership numbers. The organisation targets growing from 100 to 150 operator members and from 75 to 100 agent branches in the foreseeable future.
Executive Director Martyn Sumners highlighted that while expansion is crucial, the current pace is slower than desired. He attributes this to industry-wide challenges, such as the ongoing review of Atol and Package Travel Regulations, which have redirected focus.
Despite these obstacles, Sumners remains optimistic, suggesting that the ‘famference’ can aid in overcoming these hurdles by showcasing the unique benefits of Aito membership.
Sumners emphasised the importance of word-of-mouth marketing in attracting new members. By gathering testimonials from satisfied agents, Aito plans to enhance its marketing strategy and clarify its unique value proposition.
Testimonials aim to highlight how Aito fosters ‘bonds of trust’ and tangible benefits, such as recent significant bookings, thereby illustrating the tangible rewards of membership.
Aito Agents Chair Gemma Antrobus acknowledged that misconceptions persist regarding the association’s role, often seen as merely another consortium.
Antrobus believes that by publicising positive agent experiences, Aito can correct these misperceptions and elevate its profile within the industry.
Increasing awareness about Aito’s distinct operations and benefits could better position it as a valuable network for agents.
Antrobus noted that while a few potential agent members are currently in the pipeline, Aito is actively engaging with new and former specialist operators interested in joining.
This continued interest suggests Aito’s strategic direction is resonating well within the industry. With the right momentum, these efforts could lead to sustained growth.
Aito’s proactive approach in reaching out to potential members underscores its commitment to expanding its influential network.
Recent significant bookings have illustrated the effectiveness of Aito’s network, reinforcing the association’s appeal.
These successes not only demonstrate Aito’s capabilities but also serve as a persuasive tool for recruitment, highlighting the economic benefits of membership.
The success stories act as a testament to the advantages of being part of a trusted industry network.
In conclusion, Aito’s ‘famference’ represents a significant step in its strategic plan to expand its membership base.
By addressing misconceptions, leveraging testimonials, and highlighting successes, Aito aims to reinforce its position as a critical player in the travel industry.
Aito’s innovative approach through its ‘famference’ is a promising strategy to boost membership growth.
By building on trust and proven successes, the association is well-positioned to achieve its expansion goals in a competitive landscape.
