Thomas Cook unveils ‘stripped back’ hotel brand
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.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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