Club 18-30 could be heading for the departure lounge as its traditional heady mix of sun, sex and alcohol looks increasingly out of kilter with the tastes of young holidaymakers.
Travel operator Thomas Cook has confirmed it is “exploring options” after reports that it could sell the brand, which once boasted about 100,000 guests a year.
Founded in 1965, Club 18-30 still boasts of “hosting the wildest party holidays” to destinations such as Ayia Napa, Kavos and Magaluf.
Thomas Cook bought the brand in 1998 but in more recent years has been trying to shore up its appeal by toning down its raunchy image and marketing campaigns.
Reports suggest millennials are more likely to favour holidays that make them look good in selfies on social media sites such as Instagram.
Now Thomas Cook is shifting focus to its own-brand destinations and has launched Cook’s Club, billed as “a new generation of hotels for a new generation of travellers”, offering popular DJs and upmarket cocktails.
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.”
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It is not the first time that Club 18-30’s future has looked in doubt.
In 2006, Thomas Cook said it was reviewing its UK operations amid reports it could be about to offload the brand.