Thomas Cook Hotels & Resorts has around 200 hotels shared among eight brands. With more than 40,000 rooms in 47 destinations worldwide, the group is among the top 40 biggest hotel companies around the globe. Its goal is to reach 250 hotels in 2022.
Deploying a strong development strategy for the coming years, in March 2018 the group created a joint venture with Swiss real estate investor LMEY, Thomas Cook Hotel Investments, to help the brand accelerate its expansion.
Enric Noguer, Managing Director of Thomas Cook Hotels and Resorts, explains this strategy as follows: "The speed with which we were able to acquire these hotels is a clear indication of our intention to grow the fund's portfolio quickly. It also demonstrates the flexibility of our eight hotel brands, which allows us to consider properties of various shapes and sizes.
The brand will refocus on short- and medium-haul destinations, primarily around the Mediterranean basin, since the group is already very active in the area and "there are interesting new regions such as Albania and Montenegro" (Enric Noguier). Long-haul flights may be considered in the future, with African destinations requiring only a few hours of flight time and having the advantage of being in the same time zones as European outbound countries - an advantage for resort destinations that are often booked by the week. Thomas Cook Hotels & Resorts will soon open 20 new private label hotels, including three Casa Cook hotels in Ibiza, Chania (Greece) and El Gouna (Egypt).
Casa Cook offers a portfolio of original boutique hotels that combine luxury and a relaxed atmosphere, all inspired by the local context. The concept is aimed at a "gypset" clientele, a contraction of gypsy and jet-set, i.e. urban assets that are sensitive to local design and experiences. This new target denotes a distinctly different orientation from the segments usually targeted, with Thomas Cook being more family oriented.
1. Casa Cook Rhodes
The first hotel in the Casa Cook collection, inaugurated in May 2016, it is located next to the beach of Kolymbia, in the north of the island of Rhodes. It has 90 rooms and suites and is reserved for adults. It houses a swimming pool veranda with a jacuzzi, a lobby that also acts as a concept store, a restaurant designed as a kitchen where everyone gathers. It launches the brand's style, with a warm atmosphere and a high level of comfort, all designed by the Berlin-based agency Lambs & Lions.
2. Casa Cook Kos
First step in Greece for the Casa Cook brand, it opened in July 2017, shortly after the first property. Also reserved for those over 16, it has 100 rooms, a bar-concept store, a restaurant, and a spa with sauna, hammam, indoor swimming pool and fitness room.
3. Casa Cook Chania
The company has chosen to set up in Crete for its third product, in the city of Chania. This time focused on families, the property opened its doors last year to offer 45 rooms designed with a minimalist and trendy spirit. In addition to its usual restaurants and bars and the concept store, it is complemented by a pavilion, a beach club and a tepee to accommodate children's activities.
4. Casa Cook Ibiza
Newly opened (March 2019) this "adults only" hotel offers 102 rooms with a swimming pool-lounge, all located in Cala Gracio (northwest of the island). It has two restaurants, one offering "healthy" cuisine, the other local cuisine. It was designed by the studio of architects Miguel Garcia Quetglas and Andres Garcia Castiella.
5. Casa Cook Sa Torre
Located in Mallorca (Spain), the last and all new 189-room hotel is scheduled for the end of the summer (July 2019). Formerly Hotel Sa Torre, it is operated by HI Partners (Blackstone Group) and has been refurbished in a design style while retaining its rustic soul, as it has a 15th-century windmill and a private neo-Gothic style chapel.