A new brand name is to be launched by the Association of Independent Tour Operators (Aito) whose members fear that their title doesn't have sufficient recognition. In the last Mori survey of travel brand names, only 7 per cent of those polled had heard of Aito, whereas the Association of British Travel Agents (Abta) scored 88 per cent.

A short list of possible names is being drawn up with the new name being launched in the winter along with a punchier A5 size brochure listing member companies and the holidays they offer. An increased marketing budget for a publicity campaign was approved by 93 per cent of Aito's 155 members.

Aito deputy chairman Mike Bruce Mitford, of VFB Holidays, said: 'We have agreed that we must relaunch because Aito is not a customer-friendly name. We need something that will tell the public what are members are offering.'

One model for a new name to market Aito holidays comes from the National Association of Independent Travel Agents whose acronym has as little resonance as Aito. Naita members have branded their shops as Advantage Travel Centres with some success in raising their profile.

Aito members are almost all owner-managed and are independent of the large groups. Members have traditionally dominated The Observer Travel Awards with readers placing companies like Laskarina, VFB Holidays, Exodus, Explore Worldwide, Inntravel and Sunvil regularly in the top 10.