FAMFERENCEAito held its fifth annual event last week. Juliet Dennis reports from Switzerland


From left: Megan Woodcock, Beverley Travel; Aito Agents chair Gemma Antrobus, Haslemere Travel; Hannah Porter, Travel By Hannah; Stuart Swords, Swords Travel; and Cara Evans, C The World


Mountain scooter excursion


Aito’s mountain high A


ito has hailed its ‘famferences’ as going “from strength to strength” as it revealed


plans at its fifth annual event to ramp up recruitment and pledged to work “harder and smarter”. Forty agents and operators joined


the event in the Swiss mountain resort of Saas-Fee, famous for being the filming location for pop band Wham’s Last Christmas video. The three-night trip included excursions and outdoor activities such as hiking, glacier treks and mountain scooter rides as well as informal dinners. Speaking at the final dinner –


during which former Wham member Shirlie Kemp addressed attendees in a pre-recorded video – Aito Agents chair Gemma Antrobus said: “It’s been an incredible few days and all I can see are happy faces and great conversations. This is what the famference encapsulates.” Thirteen delegates were


famference first-timers while seven had attended all five events. The trip sold out within 24 hours. “The famference goes from strength


12 25 JUNE 2026 We’ve done quite a


lot of work with agent and operator sub-groups to find out what they want and need from Aito


to strength,” said Aito executive director Martyn Sumners, noting: “It’s about changing perceptions of a destination and giving agents and operators the chance to review, rekindle and build better relationships in an informal environment.” The trip, held in Aito’s 50th


anniversary year, came as the association welcomed new agency members Beverley Travel and Curated Escapes, and tour operator Planet Rail. It also revealed details of two new “prospect brochures” designed to spell out the benefits of joining Aito, which will include testimonials from members. Sumners said: “We now need to


be working harder and smarter. There are lots of [potential members] out there and we need to show them


what Aito does. We have had guides to membership for new prospects in the past; however, what we had was quite old-fashioned. We’re being more forward-thinking. We’ve done quite a lot of work with agent and operator sub-groups to find out what it is they want and need from Aito, and the common themes.” The group continues to target


150 operator members and 100 agent members by 2028, having relaunched a financial protection scheme last year as part of its bid to make Aito more attractive to prospects. It currently has 102 operators and 82 agents. “We’re stepping it up and being


more proactive than in the past. We want to get back to that 150 number in order to be deemed a valuable association by government departments,” said Sumners. He confirmed plans to hire


three staff members following the departures of head of membership Emma Taylor in July and head of industry affairs Christina Brazier this week. As well as direct replacements, a third person is being sought to provide administrative assistance.


VOX POPS


“I’ve met new suppliers and learnt about new products.


Saas-Fee is like nowhere I’ve been before.” Lois Francis, travel consultant, Billington Travel


“It’s been intensive learning about a new destination while


networking. The hospitality and experiences have been fantastic.” Dave Allen, director, Andara Travel


“I enjoyed the hiking, amazing views and being able to pick the


brains of so many agents and operators. It’s pushed me out of my comfort zone.” Megan Woodcock, travel consultant, Beverley Travel


Guided hike on Fee Glacier


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PICTURES: Aito

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