Guided group travel operator Premier World Discovery has joined the U.S. Tour Operators Association (USTOA), bringing to 54 the number of total active members in the organization.

Joining USTOA is "step one" of a larger initiative Premier World Discovery is undertaking to grow its marketing and sales presence and "create a national brand awareness," said Keith Mills, vice president of business development.

Premier World Discovery is an 18-year-old company based in Redondo Beach, Calif., offering about 75 escorted tours worldwide. With a 21-person sales team, Mills said that Premier World Discovery does not take direct bookings and is a groups-only company that sells through travel agencies and other intermediaries.

Premier World Discovery offers five fully-guided travel styles: One Hotel and Limited Hotel Stay Tours; Rail Journeys; European River Cruise Charters; Classic Tours; and Exotic Tours. The company sells tours with roundtrip air, airport transfers, hotel accommodations, included and optional sightseeing, and many meals.

Terry Dale, president and CEO of USTOA, said that Premier World Discovery joining the association is indicative of a larger, positive trend in the tour operator industry.

"Our active members are reporting a very strong year, and we're grateful to see that confidence reflected in the number of potential new members USTOA has in the pipeline," stated Dale.

As a USTOA member, Premier World Traveler has enrolled in the organization's $1 million Traveler Assistance Program.

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