Thomas Cook’s new hotel for hipsters

The whole point of new urban lifestyle trends, like the hipster, is that they follow the latest fashions and avoid anything mainstream like the plague. That fact seems to have been lost on ultra middle-market tour operator Thomas Cook, which has now launched a new adults-only ‘hipster’ hotel in Rhodes, Greece.

Complete with bearded staff (I understand only the men, not the women) wearing jeans and trainers, and interior design in the latest boutique hotel-style rather than Thomas Cook’s more usual block-hotels of characterless identikit holiday accommodation, from first glance the company’s gone completely in a new direction. 

The new stylish brand, Casa Cook couldn’t be more different from the main Thomas Cook one. Just take a look at the Casa Cook website: an interior designer’s dream of earthy colours and tasteful typography, it contrasts strongly from the garish hard sell focused upon low price of the Thomas Cook site. 

Casa Cook aims to offer a ‘bohemian lifestyle hotel’ possessing a sociable atmosphere that is described as 'like staying at a friend's house, where the kitchen is always open.' 

It certainly looks impressive, with ethnic hammocks, cushions and side tables, white walls, glass panels, hip chairs and a hotch potch of vintage furniture, verandas, wooden pool decking,  handcrafted features, rattan throws and hammam towels - and not a Corby trouser press in sight. The intention is to create a relaxed atmosphere and a ‘stylish boho-chic environment.’  

However, early visitors to the hotel report of precious few hipsters staying: the average age of guests seems to instead be around the age of 60 or so.

Thomas Cook is clearly trying new directions in order to bounce back from tough trading conditions. Thomas Cook is committed to growing its concept hotel portfolio, and the recent launch of Casa Cook Rhodes,‘ tailored for those in search of a stylish home away from home’, is designed to compliment the existing five hotel brands - SENTIDO, SunConnect, Sunwing, Sunprime and smartline.

According to the company, Casa Cook differs from traditional hotel concepts. Not an all-inclusive resort hotel, it is designed to be a fusion between the local destination and the lifestyle requirements of its target group, ‘a new and growing group of young modern travellers, from urban centres who have an affinity for fashion and design and are searching for a healthy work-life-balance.’

The company commissioned Michael Schickinger, Creative Director of Lambs & Lions, and interior designer Annabell Kutucu. More Casa Cook destinations are planned.

Says Peter Fankhauser, CEO of the Thomas Cook Group: “Launching a leisure product within our own hotels is an important pillar in our Group’s strategy for profitable growth, helping us attract new customer segments to encourage future growth. With our exciting hotel brand Casa Cook, we’re bringing a new concept into the popular and trendy Sun&Beach market. Now, with our six hotel brands for different target groups, we are very well placed to increase our portfolio and offer our customers greater quality and choice.”