Cook’s Club will build on the success of the tour operator’s boutique lifestyle hotel Casa Cook, combining style and substance at a broadly accessible price point.

The first Cook’s Club hotel will open on June 1 in the town of Hersonissos on Crete’s north coast, featuring 148 rooms.

Cook says the fully refurbished hotel has been stripped back to focus on the 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.

The new brand will build on Casa Cook’s success broadening Cook’s appeal and supporting its commitment to transform the traditional package holiday.

It is aiming to have between 10 and 15 Cook’s Club hotels operational by summer 2019.

Remo Masala, Cook’s creative director for its own-brand hotels, said: “We have seen with Casa Cook we can disrupt the beach hotel market at the higher, design-centred end.

“With Cook’s Club, we have stripped it back to focus on the things that matter to modern travellers – simple design, food, drink and a lively atmosphere.

“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.

Cantina will focus on bringing the street food of the world to the beach, from vegan dishes to Med favourite like moussaka and gyros.

The Captain Cook bar, meanwhile, will sell poolside snacks during the day and a range of cocktails made with premium spirits and fresh ingredients, including herbs from its own garden.

Accommodation ranges from rooms to apartments with kitchen areas, suitable for individual travellers up to groups of six.

Cook is offering seven nights self-catering at Cook’s Club Crete from £449pp based on two adults sharing, flying from Luton on June 9.