Thomas Cook reveals major growth plans for Cook’s Club brand

Cook’s first Cook’s Club hotel opened in Hersonissos, Crete, in June, and has so far delivered occupancy levels of 93%.

Prospective new locations include Spain, Greece, Turkey, Italy, Egypt, The Gambia and Bulgaria.

Cook says eight additional Cook’s Club hotels will launch next year, with “advanced discussions” ongoing over a further two.

In total, the 11 Cook’s Club hotels will provide nearly 2,000 rooms.

The brand, says Cook, is designed to appeal to a “new generation of travellers” by bringing “urban cool” to the beach.

Hotels will combine contemporary design with street-food canteen restaurants and cocktail bars and a day/night soundtrack curated by top DJs.

It will also feature escape rooms and rage rooms, VR gaming and private discos, Cook revealed last month.

Cook’s Club Hersonissos saw Cook take a traditional beachside resort hotel and transform it into a stripped-back, design-led property. Besides the 93% occupancy rate, the hotel has since doubled its average daily room rate on last year.

The launch of the new brand, said Cook, builds on the success of its Casa Cook brand, which features the same design-led ethos projected onto larger properties.