The group announced its 2020 charity partnership on Wednesday (13 November) with the specific aim of raising funds to tackle childhood asthma.
Fundraising efforts will span staff, agents and customers, with events involving teams at 75 Specialist Leisure Group bases across the country.
Richard Calvert, SLG chief executive, said: “We’re really proud of this new partnership and plan to work with Alder Hey to help fund pioneering research and development to target asthma among children.
“Asthma is the most common chronic disease among children in the world and, in the UK, there are 1.1 million children currently being treated for asthma – one in every 11 children.
“Tragically, 15 children die as a result of asthma in the UK every year and that’s 15 too many.”
Asthma tends to continue into adulthood, resulting in 5.4 million people being treated for the condition across the UK every year. Three die every day.
There are also many secondary health problems arising directly from asthma such as obesity, respiratory disease and mental health problems.
Calvert added: “With more than five million people suffering from asthma in the UK, statistically, many people within the SLG family will either suffer from asthma themselves or have children or child relatives who have this disease.
“There is nothing more precious in this world than children, and we want to play a part in helping.”
SLG’s brands include Shearings Holidays, National Holidays, UK Breakaways and Caledonian Travel, as well as hotel operations Bay Hotels, Coast & Country Hotels and Country Living Hotels.
