Cook brands such as Airtours will keep their own identity but the connection with the larger group will be made much more explicit. However, brands that take the Thomas Cook name such as Thomas Cook Sport and Thomas Cook Signature will adopt the new group style.

Despite the changes, Hoban said that current advertising campaign starring actor James Nesbitt would continue because it had been “very successful”.

“But what we will do is evolve it to include the new visual identity and to address the new strategy. So that vehicle with the family with James Nesbitt, expect to see more of that but expect to see it evolved to be in line with this new visual identity and strategy,” he said.

Green added: “It symbolises how we are leveraging the combined power of the group to maximise our presence in the mind of customers, while helping to reduce cost.”

The change in identity is part of a wider plan to transform the group. Green took over the top job when the company was still feeling the after-effects of a disastrous year in 2011. Her tenure has also seen a substantial rise in the company’s share price and a new £1.6 billion refinancing plan.

Michael Healy, group chief financial officer, said: “Having already piloted this approach in our North European businesses since November 2012, we have proven that it has heightened brand awareness, driven more website traffic, increased early and repeat bookings and improved conversion rates.”

Earlier this year Cook said it would reduce its UK brands from 30 to less than 10 but a spokesperson said the final list had yet to be decided on.