First Choice is poised to speed up its strategy to focus on premium long haul and mid haul product while MyTravel and Thomas Cook merge.

It could take MyTravel and Thomas Cook up to two years to fully integrate.

First Choice UK and Ireland managing director Dermot Blastland said: “They have to integrate two businesses. Our response is to up the tempo of our strategy.

“You need the right product and exclusive experiences – this is where value is driven.”

First Choice will introduce more Holiday Villages and premium hotels in the future, Blastland said.

He also pledged to make First Choice’s Mainstream business “stronger and better”.

Meanwhile, he said First Choice’s shop network was close to being the right size but did not rule out more innovative retail expansion plans.