Casa Cook will be aimed at urban-based travellers and will offer a “fusion between the local destination and the lifestyle requirements” of this market.

The first Casa Cook property, which will not be all-inclusive, will be opened in Kolymbia, Rhodes in May 2016, and will have 90 rooms. Cook hopes to open up to three more Casa-branded properties by summer 2017.

Cook chief executive Peter Fankhauser said: “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 and 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.”

Cook said that each Casa property would have its “own personality” and feature artwork and vintage furniture to create a “stylish boho-chic environment”.

All rooms at the Casa Cook Rhodes will either have swim-up pool access or a private pool.

The resort’s restaurant will not be restricted to fixed opening hours to allow all-day access to guests, while health and well-being options will include yoga, Pilates, massages and a gym.

Casa will be Cook’s sixth brand of hotels and joins Sentido, SunConnect, Sunwing, Sunprime and smartline within the company’s portfolio.