The acronym Aito – which has stood for the Association of Independent Tour Operators since the organisation was founded in 1976 – will remain, but the new tagline will be included on all future communications and branding.

The organisation said after “extensive consultation” with members, it was agreed that “specialist” explained more precisely what Aito members offered to consumers and that it was a “far more motivating and easily-understood proposition” than “independent”.

Kate Kenward, Aito executive director, said: “Times have changed and, over the years, so have Aito members.

“Specialist holidays and experiences are now members’ main focus and essentially form their stand-out offering in what is a very noisy and competitive travel landscape.”

Chairman Derek Moore added: “We will be keeping the Aito acronym for the foreseeable future; it would be a shame to lose the 40-year heritage that comes with the name, but all agree that The Specialist Travel Association tagline better describes what our members do.

“Quite simply, they provide a huge range of special interest holidays for their customers to all corners of the world.”

Other brands within the Aito family, such as Aito Specialist Travel Agents and Aito Affiliates, have also been adapted in look and feel to reflect the modification of the parent brand.

Kenward confirmed that Aito members would still abide by the current membership criteria, including the requirement to have 100% financial protection in place.

The results of Aito’s 2018 Travel Insights Survey will be released at its annual overseas conference in Ras Al Khaimah at the end of November.