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

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.