The travel group’s subsidiaries Avro and Somewhere2Stay, which sell flights and hotel accommodation respectively through the travel trade, will also operate under the Monarch brand.

From summer next year, the holiday programme offered by Monarch will focus exclusively on destinations served by the airline’s scheduled services.

An improved range of hotels at the airline’s destinations will also be introduced into the programme.

Monarch chief executive Andrew Swaffield said: “For almost 50 years the Monarch name has stood for quality, value and excellent service. Now is the right time for us to consolidate all of our travel products under one brand.” 

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