Choice has confirmed the travel industry’s worst-kept secret – its airline and
retail network are to be rebranded.

The new look stores – to be called First
Choice Travel Shops – will be rolled out in the autumn. Meanwhile, Air 2000
will be renamed First Choice Airways in time for next summer. The operator’s
Holiday Hypermarket brand will remain, but with the First Choice pre-fix.

News of the rebrand was confirmed to
senior staff today. It brings to an end more than 40 years of business for the
popular Bakers Dolphin name, one of the most respected and well-loved regional
brands in the country.

Managing director UK and Ireland Dermot
Blastland said: “We believe the move responds to the needs of customers for
greater transparency
and also positions the company well for the future.