Thomas Cook will open ten additional hotels of its new brand ‘Cook’s Club’, as has been advanced by the British tour operator, who has advanced negotiations with the ownership of two of these projected establishments. The first will open in May and there will be other openings during the summer and until next winter.
The new openings will take place in Spain, Greece, Turkey, Italy, Egypt, Gambia and Bulgaria and will increase the number of ‘Cook’s Club’ hotels to a total of eleven establishments with a total offer of almost 2,000 rooms.
The first hotel of the brand ‘Cook’s Club’ was inaugurated in June in Hersonissos, Crete, and for this purpose a traditional holiday hotel was transformed next to the beach into a hotel designed to attract a new generation of travelers. In its first summer, the hotel delivered occupancy levels of more than 93% and doubled its average daily rate compared to the previous year.
The brand ‘Cook’s Club’ is based on the success of Casa Cook, extending the same design spirit to larger properties at a more accessible price. Three of the new hotels planned will be remodeling of the existing own-brand hotels. The remaining seven properties are new additions to the hotel portfolio of Thomas Cook’s own brand, reflecting its organic growth strategy.
“We know that the new concept of Cook’s Club works and that we have created a brand that can attract a completely new type of customer by combining a great modern design and reflecting the best of each city’s culture, in food, drink and music, in a popular complex next to the beach “,
explained the director of Thomas Cook Hotels & Resorts, Enric Noguer, in a statement.
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 with around 40,000 rooms in 47 destinations in Europe, the Middle East, Southeast Asia and North Africa.