Guests in 17 hotels were offered loyalty points, bottles of wine and restaurant vouchers in return for opting out of housekeeping – reducing their hotel’s water and energy consumption – and a £1 or €1 per night donation to the charity.

The ecological programme will allow Just a Drop to support 17 projects across six countries this year, providing 42,000 people with access to safe water, sanitation and hygiene education. Projects include rainwater harvesting tanks and latrines in Zambia, menstrual hygiene training in Cambodia and piped water systems in Nicaragua.

"Through the initiative, 22,476 people have gained access to safe water, sanitation and hygiene, with an additional 19,551 expected to benefit in 2025," said Just a Drop, adding the partnership had benefited both organisations through “storytelling and visibility”.

It continued: “Just a Drop shares detailed impact reports, stories and videos, bringing the programme’s results to life for guests and staff. These narratives, showcased in hotel lobbies, in-room materials and digital platforms inspire deeper engagement and loyalty."

The project enables Park Plaza to cut daily housekeeping costs, but also to reduce water and energy consumption. It said it hoped the programme would “inspire the wider hospitality sector”.