LTNman this is SERIOUSLY old news!
Anyone giving a cursory glance over TTG or Travel Weekly any time in the last year or so would be well aware of Airtours' plan to rebrand itself & it's retail travel agency chains to mytravel...to link in with a fully bookable website & call centre operation backing it all up.
This allows for sharing of information between operational units of the group and allowing better targetting of customers eg
ersonalised adverts on seatback TVs on AIH flights etc.
What's the big hoo-ha? Better use of the information which the company currently holds on it past & present customers - makes sound business sense.
It's All A Swizz......