In its first gathering of retail managers for four years, which is taking place in Turkey, Cook outlined expansion of its Sentido concept, which is predominantly aimed at “discerning” couples and small families.

There are currently 69 Sentido properties, but three will be added for next summer in Antalya, Belek and a new build in Thassos, which is also a new destination for Cook. The Antalya property is currently a Thomson Couples hotel, but will be refurbished.

Sue West, Cook’s UK head of trade marketing for hotels and resorts, also confirmed that all Sentido properties would have free wi-fi throughout from next summer and offer a “pillow menu”.

SunConnect, one of Cook’s family brands, will offer Lollo & Bernie Kids Club in 13 properties next summer, including one in Sharm el Sheikh. From the end of November, Lollo & Bernie toys will be available at cost price to agents for sale in stores.

SunConnect also caters for families with teenagers, as it has pioneered the use of social media to engage with guests, including digital treasure hunts and posting Instagram pictures on screens in reception, while encouraging clients to connect via MySunConnect.EU before and after their visit.

Two smaller brands will also be expanded. Smartline’s portfolio of 79 small budget hotels will see five new properties next summer in Torremolinos, Majorca, Corfu, Rhodes and Crete. Around 60 of these are marketed in the UK, while others are located in resorts more popular with German guests.

Sunprime, aimed at guests over 16 and which has Nordic furniture and individually styled rooms, currently only covers four properties. More will be added for summer 2017, with the intention that Cook increases the number of rooms it fills in each. The new Casa Cook brand, which currently only has one property in Rhodes, will also be expanded in 2017.

*Thomas Cook Airlines is poised to confirm whether it will expand its Orlando routes with the addition of a Gatwick service. A decision is likely in the next few weeks.