Thomas Cook has launched a new hotel brand aimed at millennials who may not otherwise consider a vacation package.
According to the U.K.-based tour operator, Cook's Club will target a new generation of travelers and will focus on providing stellar music, food and drinks in an alternative atmosphere where guests can get to know and bond with like-minded people.
Cook's Club will look to build on the success of the Casa Cook boutique brand.
The first Cook's Club hotel is scheduled to open in Hersonissos in Crete, Greece in June 2018. The property will boast 140 stylish rooms and apartments spanning four buildings surrounding the pool, which will serve as the centerpiece and primary social setting.
Guests can look forward to the Cantina culinary space and Captain Cook Bar. The former will combine local favorites with some of the world's best street food to create an ever-changing menu, while the latter will host poolside DJ performances day and night and serve up signature cocktails from Berlin-based mixologist, David Wiedermann.
Accommodations will range from one-bedroom double rooms, studios and apartments to two-bedroom apartments, maisonettes and suites able to accommodate anywhere from one to six guests.
The company's goal is to have anywhere from 10 to 15 Cook's Club hotels operational by summer 2019.
"We have seen with Casa Cook we can disrupt the beach hotel market at the higher, design-centered end," Thomas Cook's creative director for its own-branded hotels, Remo Masala told TTG. "With Cook's Club, we have stripped it back to focus on the things that matter to modern travellers-simple design, food, drink and a lively atmosphere."
"It's our opportunity to demonstrate that Thomas Cook is leading the way in bringing a sense of urban cool to the beach."
The launch comes just months after Thomas Cook entered into a strategic alliance with Expedia to make the online travel company the preferred hotel provider for its city and domestic holiday businesses. Meanwhile, Thomas Cook Airlines was recently named the "World's Leading Charter Airline" for the third straight year and announced it will increase flight capacity for the upcoming summer season.
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