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21 Sep 2018

BY James Chapple

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

Thomas Cook says it is hopeful of opening another 10 youth-focused Cook’s Club hotels next year.

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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.

Cook's Club rollout continues own-brand focus

Enric Noguer, Cook’s chief hotels officer, said: “It’s clear from just the first few months that customers love the new Cook’s Club concept. We know it works. We’ve created a brand that can attract an entirely new type of customer by bringing together great modern design and reflecting the best of our city culture – in food, drink and music – in a popular beachside resort.

“The customer feedback has been great with high occupancy throughout the season and people willing to pay more to get a holiday that better matches their lifestyle. The fact we’re able to announce a further ten openings for next year shows the appetite in the hotel community for this type of hotel.”

Launching Cook’s Club earlier this year, Cook said it hoped to open “10-15” Cook’s Club hotels by summer 2019.

Three of the proposed new Cook’s Club hotels will be refurbishments of existing Cook own-brand properties. The remaining seven are new acquisitions, underlining Cook’s commitment to its own-brand portfolio.

The first will open in May 2019, with further openings throughout the summer and into autumn and winter.

Cook’s Club is one of eight Cook hotel brands, comprising more than 40,000 hotels worldwide.

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