Trade feedback helped to reassure Monarch bosses that they were doing the right thing in dropping the Cosmos brand.
The airline and operator this week revealed it will produce the first Monarch brochure in December having started the transition from Cosmos some months ago.
Andrew Swaffield, chief executive of Monarch Group, said trade partners were not formally consulted but agents had let it be known that a dual-brand strategy was a challenge.
“The trade has been reassuring us anecdotally,” he said. “It has found the Cosmos brand has been increasingly difficult to differentiate and explain to customers.
“Monarch is well understood as a quality four-star-type brand that appeals to certain customers. We feel Monarch is a stronger brand.”
The Cosmos name will not disappear entirely. It will continue to be used by sister firm Cosmos Tours, which trades separately as Cosmos Tours & Cruises.
Monarch had an agreement to continue using the Cosmos brand with Cosmos Tours & Cruises that was not part of the Monarch rescue secured with new owner Greybull Capital a year ago this month.
The switch to Monarch will result in the operator’s summer 2016 holidays being dedicated to the airline’s flying programme, with no third-party carriers used.
Monarch’s seat-only broker Avro and bed bank Somewhere2stay.com will also operate under the Monarch brand.
A new trade website, monarchagents.co.uk, is being developed and will be launched by the end of the year, while Monarch works with its agent partners to bed in the brand change.
Richard Francis, managing director of Monarch tour operations, said: “We will be able to give our trade partners and their customers one integrated programme of flights, holidays and hotels.
“We believe bringing the Monarch brand into the trade for the first time and putting all of our product under this one well‑established brand provides clarity and consistency.”