The unnamed brand will be launched at the end of June and aimed at offering a modular approach to packaging online.

Derek Jones, chief executive DER Touristik UK, said: “We have a name, we have a plan, it will be happening in the next four to five months.” He said the new brand, the first from Kuoni in a decade, would be “an online first proposition”.

“We believe there is a space beyond the fixed itinerary and the full tailor-made. We believe we can deliver something into that space that doesn’t exist.”

Jones admitted that Kuoni and others had tried the modular approach unsuccessfully in the past. However, technology now allows more components to be assembled online.

“We think there is a way of creating an awful lot of options in front of customers with a base itinerary,” he said. However, he added that this would not detract from the role of agents. “We do not see it touching the real value-add in store.”

Kuoni will open its 50th shop in the next few weeks and Jones said this more or less marked the end of its retail ambitions. “We are pretty much where we want to be. We are within 20 to 30 miles of all our customers. That gives us a real solid base.”