Si Morris-Green, previously TTNG group marketing director, will launch the unnamed brand on and offline in August.

He told TTG: “The USP will be repackaged, competitive product but with really unique routes to market.

“It will be up close and personal to the client to offer differentiated consumer products.”

Morris-Green spent seven years with TTNG, helping to develop its tailor-made cruise operation, known as Cruise Club Concierge, as well as launching river ship charters.

“It’s exciting times; it’s a great opportunity to enter the market knowing what we know.”

He added that he planned to base the company on the south coast and employ staff numbers in double figures “by mid next year”.

Morris-Green has also launched an industry consultancy, Evolve. He said his 17 years’ experience, including spells in retail management with Thomas Cook, meant he could take a different approach.

“Most consultancies are outside looking in,” he said.

He plans to advise businesses on marketing, digital, branding and other essentials, targeting independent travel agents as well as major tour operators.

“It will give an agency a 360-degree review and come up with recommendations for marketing, commercial and PR, put targets in place and review them. It will give support to any agent that wants to make that step change.”