Room to Reward calls for industry to make use of 140,000 rooms left unsold per night

Nicolas Roach Chairman of the Nicolas James Group, Founder and Chair of Trustees of Room to Reward

Room to Reward, a charity that works with a network of hospitality partners to reward ‘hidden heroes’ with free stays in hotels, is urging hoteliers across the country to donate their empty rooms as 140,000 go unsold each night.

Speaking at the launch event last week, founder Nicolas Roach, owner of Harbour Hotels Group, said that each year there are ‘billions of wasted assets’ that could be put to use and given to those in need.

Founded in 2015, the charity accepts nominations from charities to recognise individuals who have made an exceptional contribution to their cause and then rewards them with the full experience of a luxury hotel stay for the night.

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At the official launch of Room to Reward last week, members of the industry were urged to pledge their support to work towards generating £1m worth of free breaks for the charity.

With 110 hotels already on board, including the likes of Lifehouse and Spa, Elite Hotels, Greenbank Hotel and Danesfield House, 85 charities, both regional and national have benefited from the initiative, such as Macmillian, the Autistic Society and Mind.

Roach said: “The total number of unsold rooms each night in the UK is 140,000, using a room rate of only £100 each week that’s £100m per week. We are talking about billions of wasted assets every year that could be out to use to reach down into our society, find, recognise and thank those who give so much to the charity sector but often go unnoticed.”

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