Thomas Cook has unveiled a new ‘stripped back’ hotel brand, Cook’s Club, designed to appeal to a whole new package holiday audience.
The operator said the brand builds on the success of its boutique lifestyle brand, Casa Cook, but at a lower price point to attract an even wider market.
Hotels will have ‘well-designed, simple rooms with great food, excellent drinks and a soundtrack from DJs that surround the pool from daytime through to sundown’.
Thomas Cook plans to have around 10-15 Cook’s Club hotels by next summer.
The first will open in in Crete on June 1 in the popular holiday town of Hersonissos on the island’s north coast.
The 148-room fully refurbished hotel will have rooms and apartments with a small kitchen area, catering for single travellers up to groups up to six.
It will have two rectangular swimming pools surrounded by a casual dining space, Cantina, serving international street food from breakfast until late into the night, and a bar called Captain Cook selling snacks and cocktails.
Remo Masala, creative director for Thomas Cook’s own-brand hotels, said: "We have seen with Casa Cook that we can disrupt the beach hotel market at the higher, design-centred end. With Cook’s Club we have stripped it back to focus on the things that matter to modern travellers – simple design, food, drink and a lively atmosphere."
Cook’s Club is part of the Thomas Cook’s strategy to ‘strengthen the quality’ of its own-brand hotel portfolio which now comprises seven brands for the UK market.
Seven nights at the Cook’s Club Crete cost from £449 per person, based on two adults sharing, self-catering, flying from London Luton on June 9.
