Cook’s Club will, the operator says, combine style and substance and be aimed at a new generation of tourists.
Thomas Cook, which in northern Europe goes under the names Ving, Spies and Tjäreborg, has launched a new hotel brand that aims to lure a new generation of holidaymakers.
The new brand, Cook’s Club, is designed to build on the success of the tour operator’s boutique lifestyle hotel Casa Cook, combining style and substance at a broadly accessible price point, TTG reports.
The first Cook’s Club hotel will open on June 1 in the small town of Hersonissos close to Crete’s north coast, featuring 148 rooms.
Cook says the newly refurbished adults-only hotel has been stripped back to focus on key features important to modern holidaymakers – simple, well-designed rooms, great food and drink and quality DJs on the decks beside the pool from dawn to dusk.
Hersonissos is located within easy reach of Malia, Crete’s popular party resort for younger people who are not as interested in peace and quiet as other holidaymakers.
Cook’s Club will build on Casa Cook’s success in broadening Thomas Cook’s appeal and supporting its commitment to transforming the traditional package holiday. The target is to get between 10 and 15 Cook’s Club hotels operational by summer 2019.
“We have seen with Casa Cook that we can disrupt the beach hotel market at the higher, design-centred end,” says Remo Masala, the operator’s creative director for own-brand hotels.
“It’s our opportunity to demonstrate that Thomas Cook is leading the way in bringing a sense of urban cool to the beach.”
The new Crete hotel is based around two rectangular pools, flanked by dining space Cantina and bar Captain Cook. Accommodation ranges from rooms to apartments with kitchen areas, suitable for individuals to groups of six.
Cantina will focus on bringing the street food of the world to the beach, from vegan dishes to local food like moussaka and gyros. Captain Cook, meanwhile, will sell poolside snacks during the day and a range of cocktails made with spirits and fresh ingredients, including local herbs.