The Thomas Cook programme will feature destinations including Spain, the Balearics, Canary Islands, Greece and Mexico with flights available from regional airports. 

Working under the strapline “Pack More In”, the operator will offer complete packages with 24 hour in-resort service while all properties will be exclusive to the brand with a minimum Tripadvisor rating of three.

It comes following market research showing consumers are looking for flexibility, choice and the ability to tailor their holidays to their own needs

In order to boost its presence on the high street, Thomas Cook UK & Ireland managing director Chris Mottershead said the brand will be more closely aligned with the operator’s 258 Co-operative Travel shops as well as independent agents.

Barrhead Travel and Hays Travel will also promote the brand following deals with Cook.

Mottershead said: "Airtours remains one of the most popular brands in travel, yet it doesn’t have a significant presence on the high street.

“Even though little has been done to promote it recently, it’s doing really well, representing around 40% of UK sales.

“It’s very much our value for money brand, and we’re looking to give it the boost it needs to remind people about the great value for money holidays it offers.

“Airtours has a strong position in the market, which we are looking to further strengthen‎.

“With Airtours promoted in our Co-operative Travel shops as well as via our partnerships with the major independents, this is a clear statement that it’s back and it’s here to stay.”