Club 18-30 needs to radically change to meet the needs of today’s young holidaymakers, according to the trade.
As parent company Thomas Cook announces a review of the famous brand synonymous with “sun, sea, sand and sex”, operators say young travellers now want authentic, experiential and worthwhile trips.
Club 18-30 was founded in 1965 by Horizon Holidays and became well known for beach parties and bar crawls in resorts such as Malia, Crete; Ayia Napa, Cyprus; Magaluf, Majorca; and Benidorm, Spain. It was acquired by Cook in 1998.
The annual number of Club 18-30 holidaymakers has fallen to between 50,000 and 70,000 in recent years, compared with a peak of about 115,000.
A spokesman 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.”
Observers say Cook has “lost track” of younger travellers’ needs and lost its foothold in the market.
Andy Tidy, who was Club 18-30 managing director from 2001-06, said the brand’s profile had dropped since it was taken “inhouse” a decade ago. Previously it was operated separately from Cook’s mainstream business.
He said: “Someone will need to grab it by the neck and do something radically different with it. Its profile has diminished. Young people still want to have fun but they want to do it a different way.”
Contiki Holidays director of operations and product services Chris Treloggen said: “A lot of companies would end up in the same boat [as Club 18-30] if they didn’t offer new destinations and more authentic experiences.
“The whole partying scene has died down and we have seen a change. People want more genuine experiences and immersive holidays. They are also more responsible and aware of their global footprint.”