Spanish hotel group IDILIQ Hotels & Resorts will be using WTM as a platform to encourage more hoteliers to share in their charity vision, Kind Holidays.

Kind Holidays connects hotels with charities to donate free rooms for holidays to those most in need, including children with terminal illnesses and severe disabilities, bereaved families, military personnel and their families, and unpaid carers.

Kind Holidays is supported by celebrities including former BBC royal correspondent Jennie Bond, who says: “This is a charity initiative based on using empty hotel rooms for the benefit of some very special families, to give them a little bit of respite and we’re hoping that other hotels might join in and open their doors to offer free accommodation.”

Grant Pereis, director of communications, IDILIQ Hotels & Resorts adds how much pride and purpose it gives the hoteliers involved: “Giving away last-minute space costs nothing but housekeeping, but it gives such a boost to morale that productivity improves, and staff recruitment and retention becomes easier.”

IDILIQ Hotels & Resorts was one of the first donors to provide free accommodation to Give us time, the military charity founded by former MP Sir Liam Fox. That involvement dates back to 2012, and in 2016, the business expanded the offer to support more charities, with stays in its Spain, Florida and UK holiday homes and hotel rooms.

Pereis says: “Over 10 years we’ve provided holidays for more than 2,000 individuals, and I’ve allocated free holiday stays amounting to 145 weeks in 2025 for families who need it most. But we need more hoteliers to experience the life-affirming power of these holidays – it would be a really big breakthrough if we were able to get a Wyndham or a Marriott or an IHG involved.”

Kind Holidays is not a charity, but a shining example within the hospitality industry. At kindholidays.com, hoteliers will find a step-by-step guide as to how they can establish a similar programme, along with links to charities who would be grateful for any space offered.

“My ultimate dream is for the travel industry to have a central repository for all offerings – hotel rooms, airline tickets, transfers, cruises and attraction tickets. We’re looking to educate the industry, because everyone can copy what we’re doing, and imagine the precious memories we could help give hundreds of thousands of families, if everyone did their bit.”

He adds: “We believe travel agents and their customers could be hugely influential in getting hoteliers involved, so please, help us spread the word.”

AT WTM: IDILIQ Hotels & Resorts will be exhibiting with the Costa del Sol Tourist Board, at stand N5-210