Al Fresco Holidays has dropped the Thomson name from its branding as part of a £2.5 million facelift.
French mobile home holidays operator Homair Vacances bought Thomson Al Fresco from Tui Travel in January 2011.
Since then it has traded as Al Fresco Holidays but under the deal had to keep the Thomson name within its branding for three years.
The rebrand includes a new round logo and sees the operator add 14 parks for next year and introduce parent brand Homair as a “continental” sub-brand for independently-minded travellers, the first time the brand has been used in the UK market.
Managing director Nick Riggs believes trade sales could increase as a result of the rebrand.
Trade sales currently make up around 20% of business, with Thomson representing a “significant” chunk of this.
Riggs said: “In the last three years we have grown our trade business considerably but for some independent agents having the Thomson brand on the front cover could have been an issue and some couldn’t see beyond the name. Now we expect to see some uplift: we can have our cake and eat it.”
The Thomson name will remain on some brochures, however, following a preferred supplier deal with Thomson. All brochures in Thomson’s shops will continue to show its branding.
The operator’s new 2014 brochure offers four and five-star parks under its Al Fresco premium brand and ten under its new Homair brand. The latter offers three to four-star mobile home accommodation in smaller parks owned by its parent company in France, Corsica and Sardinia and do not offer a UK rep.
The 14 new Al Fresco parks are in Spain, Italy and Croatia and include a new park type called Value and Authentic. This comprises seven parks in France and offers a cheaper park option.
New accommodation includes three new types of mobile homes, the Piccolo, Bellini Riviera and Verdi. The latter offers three bedroom homes with two shower rooms and extra decking, including by the master bedroom.
The operator is also the first to offer mobile homes with private pools for 2014.
Its new campsite in Park Umag, Croatia, has private pools shared by six mobile homes to allow holidaymakers to go for swim just next to their accommodation.