The company claims that it will bring greater clarity to the booking process but there are also significant economies of scale in promoting a single brand.
First Choice, the most profitable of the UK's major operators, is scrapping the Travel Choice and Bakers Dolphin shop brands along with the Air 2000 airline name.
High-street stores will be rebranded First Choice Travel Shops, bigger stores First Choice Holiday Hypermarkets and the airline First Choice Airways.
At the same time, First Choice has brought in Conran Design Group to tweak its logo and long-standing advertising agency Walsh Trott Chick Smith for brand development work. It said that all marketing communications will now be guided by the principle of "one customer, one team, one brand".
"In the confusing travel market, customers have a need for more clarity on who is providing what for them," said Sam Turnbull, marketing director of First Choice. "These changes to our branding arrangements will give them this clarity."
First Choice rival Thomas Cook now has its main name on planes, shops and more upmarket holidays, while market leader Thomson has created the TUI masterbrand to provide consistency across its operations.