Monarch brand resurfaces six years after collapse

Ellingham said Monarch would seek to fill gaps in the market created by the Covid-19 pandemic, some of which he said overlapped with Monarch’s key markets during its first incarnation. "There is an opportunity for newcomers such as ourselves to step up and meet demand."

Monarch would be competing in a crowded space, even following the collapse of Thomas Cook, which ceased operations two years after Monarch itself went down. Tui, easyJet and, in particular, Jet2.com and Jet2holidays, have all capitalised on the collapses of Monarch and Cook, with Jet2 now the UK’s single-largest Atol holder.

When it failed, Monarch was based in Luton and operated another four UK bases – Birmingham, Gatwick, Leeds Bradford and Manchester. According to Airways, this new Monarch outfit is yet to apply for an air operator certificate from the CAA, or open firm communications with airports.

However, Ellingham added Monarch’s "intended locations" would "not come as a surprise to anybody familiar with the previous Monarch Airlines".

A new letsmonarch.co.uk website states simply: "We’re working hard building a brand new Monarch, just for you." Several @LetsMonarch social media channels have been created too, including in Twitter/X and Instagram.

On its Twitter/X feed, Monarch said: "Monarch Airlines Limited and Monarch Holidays Limited were yesterday [Thursday 18 August] passed into new ownership following the exit of the companies’ founder and previous majority shareholder. More information will be forthcoming."

It added: "We’re working harder than ever to let you introduce yourself to the sun again. It’s time to celebrate a new Monarch."

When Monarch failed in October 2017, it left 110,000 passengers stranded overseas. A further 750,000 had forward bookings. The government and CAA stepped in and launched Britain’s biggest peacetime repatriation programme, costing the taxpayer £60 million and denting the Air Travel Trust Fund to the tune of £16 million.