“I want there to be clarity between the way they look. I want them to look somewhat different. I want Co-op to have its own message; they talk to a different audience,” he stressed.

“Before there was one shop window throughout the whole estate. In the look and feel of each brand, I want them to be different.”

How the Co-operative Travel shops will look with Airtours branding

Meanwhile Mottershead revealed that the Airtours brand is also set for some investment, with Cook ploughing “several millions of pounds” into a new marketing campaign for the business.

“It’s a major brand, and we want to reboot it,” Mottershead explained. “It’s around 40% of what we do, and there will be a big advertising push around it in January, with outdoor and radio advertising.

“It had zero investment for years, we’re making a statement now. We felt there was a clear opportunity, with no crossover because all the hotels are different to Thomas Cook’s product.”

Mottershead also revealed plans to link the Airtours brand directly with the Co-operative Travel for the first time.

“There will be greater linkage with the Co-operative  - with Thomas Cook too – but majorly with the Co-operative Travel as an independent partner agent,” he added.