Cadogan Holidays will not accept any more new bookings from 5pm today after the decision was taken to scrap the long-standing brand.
Managing director Neil Chapman said the brand was not going into administration and all forward bookings would continue as planned. Customers currently in destination will also complete their holiday.
Chapman said: "We are saying thank you and goodbye. In the last 64 years the market has become a very different place. We are taking a structured approach and closing the brand.
"We are not going into administration - it is purely a shutdown of the brand. We will be working with our partners and suppliers to ensure all existing booking continue exactly as planned."
A letter will be sent to agents informing them of the decision this afternoon. Chapman said the phone numbers and in-resort services would remain the same until the last customer travels. The operator has at least 100 forward bookings.
There will be two or three redundancies as a result of the move.
The tour operator, previously known as a luxury brand, operates in the Bland Group’s Gatwick-based travel division Airbourne Representation Limited, alongside flight-only tour operator Teleticket and representation company Skybreak. The group will continue to hold its Atol for 13,800 passengers for its other trading divisions.
Cadogan relaunched as a Morocco and Gibraltar specialist in April after closing its Southampton offices.
In December the operator halved agent commissions from around 20% to 10% to reduce overheads.
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