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Cook’s Club Palma Beach (image: Thomas Cook Group)

Cook invests €40mn more in own-brand hotels

At the unveiling of a refurbished and transformed hotel in Palma Beach, Majorca, the group pledged more cash for hotel openings.

Thomas Cook has pledged to invest another €40 million over the coming year in bolstering its own-brand hotel operations in Spain, TTG reports.

The additional funding was announced by the struggling tour operating giant’s chief executive Peter Fankhauser and head of hotels and resorts Enric Noguer at the launch of the newest Cook’s Club property in Palma Beach, Majorca, this week.

Cook’s Club Palma Beach is the latest addition to the group’s own-brand portfolio, one of as many as 20 it plans to open this year. It follows the launch of Casa Cook Chania in Crete last month, the first family-focused Casa Cook property.

The launch of Cook’s Club Palma Beach underlines a “renewed commitment” to the operator’s longstanding number-one holiday destination, Spain, where it sends around four million holidaymakers a year, said Fankhauser.

“Spain has long been a favourite with our customers. In a competitive market, we’re proud to be working with our valued hotel partners to upgrade and modernise our portfolio to help keep Spain at the top of the list for the next generation of holidaymakers,” he added.

New generation
The Palma Beach hotel opened following significant investment renovating a previous Smartline-branded property into a 318-room “design hotel”, aimed at what Thomas Cook describes as a “new generation” of holidaymakers.

Ten of Cook’s own-brand hotels in Spain have, or will, undergo “significant refurbishment works”, including the forthcoming Casa Cook Ibiza, the Sunwing Arguineguin in Gran Canaria, the Sunwing Fanabe in Tenerife, the Smartline Cala’n Bosch in Menorca, and five others in Majorca.

Cook now has more than 50 hotels in Spain, with 12,000 rooms across eight brands, seven of which operate in Majorca. Cook will debut its Casa Cook brand on the island next year.

The operator’s hotels and resorts division is based in Palma, with a new office on the island employing around 650 of Cook’s 2,500 staff across Spain. Its hotels and resorts business employs around 1,600 staff in total.

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