The opening comes as Cook insists it is business-as-usual despite its recent well-documented financial troubles.

Casa Cook Chania will on Saturday (25 May) and become Cook’s 13th own-brand hotel to open this summer, just in time for half-term. Cook says more than 70% of available capacity at the hotel has been sold.

In total, the business is planning to open 20 this summer. Other new properties will include Casa Cook Ibiza and a Cook’s Club hotel in El Gouna, Egypt.

Cook has shifted its focus in recent years towards its own-brand hotel operation, particularly its youth and family-focused Casa Cook and Cook’s Club brands.

Casa Cook Chania will feature 104 rooms and a “bespoke kids’ concept” combining family time with active and educational play.

Built from scratch, the “village-like” resort overlooks the Cretan coast beside the harbour city.

Rooms offer shared and private pools alongside the main pool, while the restaurant and bar feature a “tropical beach club vibe” serving local food and drinks.

Enric Noguer, Cook chief of hotels and resorts, said: “Casa Cook already has a loyal customer following and in launching Chania, our first family-focused Casa Cook, we’re breaking new ground in sun and beach hotels.

"Opening its doors this week at nearly full capacity shows we’re giving customers something they can’t get elsewhere.”

Cook posted a near £1.5 billion loss last Thursday (16 May) and saw its share price plummet to less than 12p on Friday (17 May).

Over the weekend, the company was forced to respond to concern from customers about their holidays, adding customers should have “complete confidence” booking with Cook.

Its share price dropped as low as 8p on Monday (20 May) before recovering to around 12p during early trading on Tuesday (21 May).