Future Travel is to be rebranded The Co-operative Personal Travel Advisors as the business capitalises on the opportunity to be become a homeworking superbrand in the UK.

Managing director of The Co-operative Personal Travel Advisors, Jane Atkins, said: “Understandably, we have given the rebrand a great deal of consideration, not least because Future Travel was an established and successful brand for those in the travel trade. It was, however, largely unknown to the holiday-buying consumer.


“As far as we were concerned, utilising the Co-operative brand was a no-brainer: it has the trust of the consumer at a time when trusted brands are the UK’s most successful brands. It also facilitates the evolution towards the personal advisor model. The move away from traditional teletext to digital media has had a big, negative impact on call generation, and more and more of our homeworkers are moving towards becoming personal travel advisors.

"As part of the process the three current consumer Websites will be merged into one site at www.co-operativepersonaltraveladvisors.co.uk  Our homeworkers will instantly benefit from the exposure of more than a million searches every month for Co-operative search terms. The proposed merger between The Co-operative Travel and Thomas Cook will increase its High Street presence, adding further strength to the brand proposition.”

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