The rebranding of the Airline is pargely immaterial anyway since the package punters neither know nor really care who they end up flying with. The group name as a whole is still dumb if you ask me.
Ask Bob Ayling what happens when you try ****** about with a perfectly good brand.
Also, Airtours translated pretty well into the other markets they´re involved in so what are they going to do with "My Travel"?