Internet users are being invited to 'tailor their own trip' on a new website being launched by the Association of Independent Tour Operators. Visitors to the site www.aito.co.uk will be able to describe their ideal holiday and Aito members who specialise in the chosen activity or destination will then be invited to bid for their business with a suggested itinerary and price.

'Rather than spending ages hunting for what you want on the internet, this site gives you the chance to say what you want and let the relevant tour operators create it for you,' said Aito committee member Richard Hearn. The new website, which goes live on 9 January, is the first step in a drive to raise public awareness of the Aito brand following a Mori poll earlier this year which showed that it had only an eight per cent public recognition. Other initiatives include a mailing of the association's revamped holiday directory to a million households and a loyalty scheme for customers booking holidays with Aito members.