British Airways Holidays head of sales and marketing Colin Whaley has been appointed to head the marketing team at Accoladia, the company formed by the merger with Thomas Cook Holidays.
The two holiday giants announced their plans to merge last December, and made it clear that both brands would remain in existence and run alongside each other.
Accoladia has been trading under the temporary name BAH 2001.
The venture’s managing director, Simon Laxton, says Accoladia will be a background company name, like Consignia for the Royal Mail.
He adds: “It is essential to keep both of the brands, or the company risks alienating its loyal customers.”
Whaley will head the sales and marketing teams for both brands, which are being put through a rigorous review.
A spokesman for Accoladia says the review will be completed next month. It will be another month before the results are released, but it is possible the two departments will be merged.
He adds: “There is a degree of customer overlap between the two brands, but not as much as we had expected.”
The review, originally scheduled to take place at the beginning of the year, was delayed while the companies awaited European Union approval for the merger.