Cook launched the scheme earlier this year for the summer, and says 50% of available sunbeds across 30 hotels have been booked, along with 13,500 Choose Your Room bookings.
“Two-thirds of our customers tell us they want to personalise their holidays,” said chief executive Peter Fankhauser, adding that the sunbed concept would be rolled out to 50 hotels due to demand from customers.
“Choose your sunbed has had amazing demand,” added Fankhauser, describing the £20 per week cost as “favourable compared to Italy”.
However, he said the scheme would never be rolled out to all hotels in the portfolio.
“It depends on the situation, the location of the hotel,” he said. “We are rolling out mainly to our own-branded hotels where we have the space.
“It’s selective. It’s to attract customers in.”