The new name, as well as a brand new look and feel for the homeworking businesses along with The Freedom Travel Group, will come into effect on Sunday December 3.

Following the decision to end the joint venture between Thomas Cook and The Co-operative Group, Cook said the move “brings opportunities for improved brand awareness and greater synergies that will benefit both members and homeworkers under the Freedom name”.

Although The Freedom Travel Group and The Freedom Personal Travel Advisors will continue to operate separately, this move will see the 135 homeworkers and 150 Freedom members become more aligned and work together more closely as the Freedom name becomes consumer-facing for the first time.

Kelly Cookes, head of The Freedom Travel Group and The Co-operative Personal Travel Advisors, said: “This is an exciting time for us and we are working on plans to support the new branding.

“Freedom is a strong name in the industry and aligning our brands provides even more opportunities that will benefit both our homeworkers and consortia members.”

The new branding, which will include a new logo, website and marketing materials will be unveiled at the group’s annual conference in December.