Travel companies at the ITT conference in Sicily have been flocking to support The Room With A View Challenge in support of Alder Hey Children’s Charity.
The conference charity set out to find new 15 new "Champions" at the event at the Hilton Giardini Naxos, and have already found nine.
Each new champion is being tasked with raising £30,000 to fund a digital treatment room featuring high-tech distraction systems proven to reduce fear and pain in children being treated at the hospital in Liverpool.
Committed champions to date include Google, Holiday Extras, Dunleavy White, Good Life Florida Villas, Vertical Travel Group, Cruise.co.uk, Destination Services and The Telegraph and the Steve Endacott/Steven Bath Everest team.
Each will get naming rights on their transformed room at the hospital, once they raise the full £30,000.
Alder Hey is looking for six more champions to join the campaign.
If you can help, email head of corporate fundraising Eileen Lang at firstname.lastname@example.org or call her on 07967 210074.