Choice is considering a move to a single name across its retail outlets,
airline and parts of its mainstream tour operation to reflect the market shift
towards stronger travel brands.

director Dermot Blastland has admitted senior bosses at the Crawley-based group
are evaluating how best to move forward as they develop the company’s web

include renaming retail outlets Travelchoice, Holiday Hypermarket and Bakers
Dolphin as First Choice, along with some of the company’s ancillary operations,
such as Suncars. Charter airline Air 2000 could also be renamed, with company
insiders admitting the name is now outdated. Specialist brands such as
Sovereign and Citalia would be unaffected.