Thomas Cook’s millennial hotel brand Cook’s Club will be relaunched in the UK this summer.
Cook’s Club was among the assets acquired by Chinese travel firm Fosun following the collapse of Thomas Cook in September 2019.
Fosun Tourism chief Jim Qian told TTG earlier this year the Cook’s Club brand would be used in China to cross-promote travel to Europe via its European brands.
Targeting a "new generation of travellers", with a focus on style, comfort, music, food and drink, several Cook’s Club hotels will be open to UK travellers this summer.
These include Cook’s Club Hersonissos in Crete and Cook’s Club Adakoy in Marmaris.
The brand has another six hotels that will open this summer across various sun and beach destinations, including Rhodes, Kos, Sunny Beach, Palma, Alanya and El Gouna.
A second Rhodes hotel, Cook’s Club Ialysos, will open next year. The brand is also looking at new 2022 openings in Corfu and Ibiza, with further expansion planned for 2023.
Cook’s Club will be trade-friendly, with availability through trade-friendly operators; it won’t be exclusive to Thomas Cook after it was relaunched in the UK last year by Fosun as an OTA.
Each hotel is build around a central social hub and street food concept, with live DJ sets and a regular events programme.
Marisa Aranha, Fosun’s head of commercial – overseas hotels, said the group had "ambitious plans" to grow Cook’s Club in its UK market.