Cook’s Club Hotels Relaunches The Brand To A New Generation Of Travellers In 2021

The lifestyle hotel brand Cook’s Club renews its offering ahead of the 2021 summer season targeting a ‘new generation of travellers’ looking for a lively holiday experience in hotels that combine style, casual yet quality dining, social hubs, and the perfect soundtrack.

Cook’s Club Tigati, Kos (Greece)

Europe & North Africa

The brand has nine hotels in its portfolio located in top sun and beach destinations across Europe and North Africa, including Turkey, Greece, Spain, Bulgaria and Egypt. In 2021, the Cook’s Club collection will welcome back to the portfolio two resorts: Cook’s Club Hersonissos in Crete, and Cook’s Club Adakoy in Turkey which both re-join the brand ahead of their seasonal opening in May 2021.

Cook’s Club Adakoy Marmaris has a three-night minimum stay with three-night stays starting from €363 in September based on two people sharing one room on a B&B basis.

The Cook’s Club brand is itself entering a new era. At the end of 2019, the brand was acquired by the Fosun Tourism Group (FTG), a leading leisure-focused integrated tourism group which also owns Club Med.

Following the acquisition, Fosun Tourism Group has invested in the brand concept and marketing with a view to grow Cook’s Club into a global brand, expanding the footprint of the portfolio from Europe and North Africa to Asia.  

Global Brand

Eight Cook’s Club properties will be operating this summer, with a new opening, Cook’s Club Ialysos Rhodes, confirmed for 2022. The new generation of hotels is targeted at hard-working millennials who are looking for an escape from daily life yet want to maintain the level of comfort and style they enjoy as part of their urban lifestyle. 

The lifestyle concept will appeal to those travelling as a couple, group of friends, or older families (over the age of 16) with a similar mindset and is emphasised by brand attributes that are found in every property and form central social hubs for guests.

Cantina is the casual dining space, taking a street food vibe with an ever-changing array of dishes from around the world and local specialities with a focus on local produce. The Captain Cook bar offers cocktails curated by top Berlin-based bartenders and coffee from best-in-class baristas. The pool is the heart of every hotel’s daytime social scene, brought to life by live DJs creating a soundtrack that builds from day to night, from blissed-out beats through to evening poolside tracks to set guests up for the night ahead Nightlife experiences are close to each hotel, or guests can enjoy the bar or stargaze on the beach.

Design and style are key to underlining the hotels’ relaxed yet forward thinking ethos with a melting pot of textures, colours and materials from copper, cotton and bamboo to concrete, wood, and steel with splashes of loud seasonal colours. Rooms are bright, modern, and casually cool with fun elements like plants, graphic prints, and neon signs.

Alessandro Dassi, managing director of FTC H&R says: “We’re excited to kick-off a new era for the Cook’s Club brand. The brand was created to disrupt the traditional, old-fashioned holiday resort scene, with a product that truly matches the needs of the new generation of travellers. The re-designed Cook’s Club concept is the perfect choice for all cosmopolites and millennials looking for quality experiences with friends.”

The relaunch comes at a time where there is a huge appetite for travel when restrictions are lifted, and travellers will be looking for new ways to connect in a sociable but safe environment with their peer group. Each property is distinctive and aims to generate its own new fan base of travellers. Dassi says: “We’re looking forward to expanding the product to more sun and beach destinations across Europe and beyond in the coming years for this new generation to continue exploring.”

A one-night stay at Cook’s Club Hersonissos Crete starts from €117 per room per night on a B&B basis for stays in September.


The Cook’s Club collection features nine hotels in prime sun & beach destinations: Cook’s Club City Beach Rhodes, Cook’s Club Tigaki Kos, Cook’s Club Sunny Beach (Bulgaria), Cook’s Club Palma Beach (Mallorca), Cook’s Club Alanya (Turkey), Cook’s Club Adakoy (Turkey), Cook’s Club El Gouna (Egypt), Cook’s Club Hersonissos, Crete and Cook’s Club Ialysos, Rhodes, opening in 2022.

The Cook’s Club brand was acquired in December 2019 by the Fosun Tourism Group, a leading leisure-focused integrated tourism group listed in Hong Kong. Under the new ownership, Cook’s Club have strengthened its offering and accelerated its worldwide expansion.

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