The partnership brings together Advantage’s 700 independent leisure and business travel agents, and more than 270 travel brands from Aito’s independent operators, with the aim of establishing a lobbying group focused on the SMEs of the UK’s outbound travel sector.  

The joint turnover of the new partnership is in excess of £5.7 billion. The partnership has appointed FTI Consulting to support its work with immediate effect. 

Julia Lo Bue-Said, chief executive of Advantage, said the partnership will "take forward the association’s vision" and support the two groups’ combined memberships as the industry "continues to face serious challenges".

"I believe that improving government’s understanding of the outbound travel sector and raising the industry’s profile is crucial in ensuring that policymakers have the key facts in order to make informed decisions," she added.

In a recent members’ survey undertaken by Advantage, 90% of respondents said they felt under-represented in terms of government lobbying, and joining forces with Aito would give both organisations the platform for a "comprehensive public affairs strategy".

Aito chair Chris Rowles said: "We are delighted to link with Advantage with the aim of joint government lobbying. We share not only similar values, but we suffer from similar problems – sheer lack of clout with government being one of them."