Club 18-30 – a brand known for cheap holidays full of sun, sex and ridiculous amounts of alcohol – could soon be coming to an end.
Specialising in trips to Malia, Ayia Napa or Magaluf, the brand operated with the fitting slogan of: ‘It’s go big or go home and only the legendary will do’.
At its peak the company was sending around 100,000 people abroad every year and even generated a cult TV series.
Yet millennials today favour holidays that show them in a better light on social media – with passed out drunk photos no longer the look they are going for.
Club 18-30 – a brand known for cheap holidays full of sun, sex and ridiculous amounts of alcohol – could soon be coming to an end
Thomas Cook is reportedly thinking of selling the brand it has owned since 1998 and is said to be ‘exploring options’.
The high street tour operator is reacting to a change in the type of vacation young people desire – with most now wanting a holiday good enough to share on sites such as Instagram.
More than half of 18 to 25 year-olds say social media plays a factor when picking a hotel, a report published by the tour operator earlier this month claimed. They call it ‘ego travel’.
If the brand is closed it would put an end to more than 50 years of the organisation, which started in 1965, when 580 youngsters were taken to Spain’s Costa Brava.
The brand grew during the 1980s and was the first overseas holiday for many teenagers without their parents.
By 2001, it boasted its own television show, ITV’s Club Reps, which saw groups of 18-30 reps showing holidaymakers around popular destinations.
More than half of 18 to 25 year-olds say social media plays a factor when picking a hotel, a report published by the tour operator earlier this month claimed. They call it ‘ego travel’
The brand grew during the 1980s and was the first overseas holiday for many teenagers without their parents
Thomas Cook tried to keep Club 18-30 afloat in recent years by turning its back on salacious advertising campaigns including slogans such as ‘Summer of 69’.
It came after five of the organisation’s holiday reps quit following claims they allegedly took part in ‘live sex acts’ in the resort of Kavos, Corfu.
Yet despite these attempts to sort out its image, the party has continues with Club 18-30’s website promising to be ‘what the summer is all about’, ‘no ties, no responsibilities’.
However Thomas Cook feels this is no longer what millennials desire and plans to focus its attention on its own-brand hotels.
Cook’s Club is its answer. Designed to include better food, music from popular DJs and upmarket cocktails.
Remo Masala, the company’s creative director, said: ‘It’s our opportunity to demonstrate that Thomas Cook is leading the way in bringing a sense of urban cool to the beach.’
The firm is believed to be on the hunt for a buyer for Club 18-30, reports the Times.
Last night, the company said: ‘We remain committed to Club 18-30 for summer 2018. However, we are exploring options for the future of the brand, which could include the possibility of a sale.’