Thomas Cook considers sale of Club 18-30

Thomas Cook has announced it may consider selling its Club 18-30 brand following the 2018 summer season after 20 years of ownership.

According to a company spokeswoman, the leading holiday firm remains "committed" to Club 18-30 for 2018 but is currently exploring options for the brand's future, "including the possibility of a sale".

Reportedly, the company is hoping to put more focus on its Club brand, which was launched earlier this year with an emphasis on providing tailored holidays for millennial travellers. Specifically, a spokesperson revealed that the new concept will focus on its own-brand hotels and feature a range of attractions aimed at younger guests including poolside DJs and high quality food that will appeal to the "Instagram generation".

Founded in the 1960s, Club 18-30 was designed to deliver cheap package holidays to singles and young couples travelling without the responsibility of children. The brand received a boost in bookings after the ITV programme Club Reps provided a behind-the-scenes look at the holidays. However, they have since declined once more.

Commenting on the potential sale of the division, Simon Calder, travel editor for the Independent, agreed that the company's most recognised brand is now becoming tired and pointed out that many of the brand's first travellers are now in their 70s.

"'Hosting the wildest party holidays' (one of its marketing slogans) from Magaluf to Bulgaria is no longer especially popular with local authorities, who are cracking down on organised bar crawls," he said.

"Thomas Cook is moving steadily upmarket, ditching cheap and nasty accommodation in favour of sophisticated all-inclusive properties."

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