Britannia airline rebrands under Thomson name

TUI UK is scrapping its 40-year-old Britannia Airways brand and will repaint the 31 aircraft with its main holiday operator name Thomson.

The web site for Britannia Direct will be renamed www.thomsonflights.co.uk.

The UK's biggest operator sees cost-saving advantages in using the well-known Thomson brand to promote seat-only bookings as travellers seek flexible holidays.

"Our intention is to grow our flight-only business and we feel it's important to use the power of the Thomson brand," said Chris Motters-head, TUI UK's managing director. "It makes much more sense from a marketing point of view to put money behind promoting a single company."

Although Mottershead stressed there were no plans to rebrand the company's Lunn Poly retail chain, the decision puts a question mark over its long-term existence.

Over the past year, competitors Thomas Cook and First Choice have overhauled their brand strategies to ensure brochures, shops and planes all carry the same name.

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