Thomas Cook aims to attract a new audience to package holidays through a new “stripped back” hotel brand.

The first Cook’s Club opening will be in Crete this summer with up to 15 of the properties planned to operating by summer 2019.

Cook’s Club Crete will be a 148-room fully refurbished hotel in the holiday town of Hersonissos on island’s north coast.

The property has been designed to focus only on the things that Cook believes matters to a new generation of traveller – well-designed, simple rooms with great food, excellent drinks and DJs providing a soundtrack around the swimming pool from daytime through to sundown.

This builds on the Casa Cook boutique lifestyle hotel concept, bringing a combination of “style and substance,” but at a price point that is targeted to attract an even wider audience.

Cook’s Club Crete will be simple by design, reflecting the way accommodation and dining out across major cities has been transformed with a more casual experience while maintaining quality, according to the company.

Prices start at £449 per person for seven nights self-catering, based on two adults flying from Luton airport on June 9.

Remo Masala, creative director for Thomas Cook’s own-brand hotels, said: “We have seen with Casa Cook that we can disrupt the beach hotel market at the higher, design-centred end.

“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 Crete hotel features two rectangular swimming pools surrounded by a casual dining space, Cantina, and bar, Captain Cook.

Cantina will bring the best of the world’s street food to the beach with a menu ranging from healthy vegan treats to local classic dishes including moussaka and gyros. It will serve breakfast all morning and dinner until late into the night.

Captain Cook, will sell poolside snacks during the day alongside a range of cocktails made with premium spirits and fresh ingredients including herbs from its own garden.

Rooms and apartments with a small kitchen offer a range of accommodation to suit single travellers and groups up to six.