The Co-operative Travel Group is to rebrand having announced its intention to merge with travel company Thomas Cook.

The new brand, ‘The Co-operative Personal Travel Advisors’ will aim to make the company more recognisable to consumers, with the new brand set to appear by the end of the year.

Three of the group’s consumer websites will be merged as part of the process.

Jane Atkins, managing director of The Co-operative Personal Travel Advisors, 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."