Thomas Cook will open 20 private label hotels by the end of 2019, including six in Spain

Thomas Cook has confirmed today that he will open 20 new hotels of his own brand by the end of 2019, including six in Spain, four in Greece and three in Turkey, according to his strategic plan for which he wants to promote this division of the business.

Among the next openings are the first ‘Casa Cook’ in its largest market, Spain, and the first of the brand dedicated to a family audience, as well as hotels already confirmed by its new ‘Cook’s Club’ logo, aimed at larger properties that offer more accessible prices, has desgranado the group.

The British tour operator has detailed that it is planning other developments to reach 40,000 rooms with the aim of becoming a benchmark also in the hotel sector and position itself among one of the 40 largest hotel groups in the world.

With its strong commitment in the hotel segment, the group seeks to generate profitable and sustainable growth, with a specific portfolio and selected in establishments with higher performance.

In Spain, it will open with the opening of ‘Casa Cook Ibiza’, with 189 rooms, which will be part of the portfolio of key assets of its specific investment arm (Thomas Cook Hotel Investments) and will be managed directly by Thomas Cook. It will be followed by Crete (106 rooms), project delayed since last summer: In addition, it hopes to confirm soon three other establishments of the brand in Bulgaria, Egypt and Greece.

On the other hand, plans to add another six hotels to its Sentido brand, the best known, to reach 70 establishments in this badge. They also include a hotel in Mallorca, which will undergo the relevant reforms beforehand in order to adapt it to the brand’s standards. As regards the most vacation brand, SunConnect, its expansion will focus on Europe and North Africa.

The head of its Hotels & Resorts division, Enric Noguer, has summarized the company’s strategy by stating that expanding its portfolio of own-brand hotels is “fundamental” to the success of the group’s business plan. The company also plans to take on three new hotels in management for a total of 24 hotels, thus accelerating its management of assets in the Mediterranean.

Thomas Cook’s own-brand hotel portfolio comprises eight brands, including Sunwing’s ‘premium’ family resorts; adult-only retreats from ‘Sunprime’; and the Aldiana resort club collection. The division itself is among the 50 best hotel companies in the world.