In an exclusive interview with The Executive Magazine, Grant Peires, Director of Communications at IDILIQ Hotels & Resorts, unveils the remarkable story behind ‘Kind Holidays’ – an initiative that’s quietly revolutionizing the hospitality industry. With over three decades of experience in luxury resorts and property, Peires has orchestrated what began as a simple charitable gesture into a transformative business model that’s challenging how the world’s leading hotels think about purpose and profit.
As major hospitality brands grapple with evolving consumer expectations and social responsibility, IDILIQ’s innovative approach isn’t just changing lives – it’s redefining success in the luxury travel sector. In this revealing conversation, Peires shares the unexpected journey that led to this industry-first program, and why he’s now encouraging competitors to follow in their footsteps.
You’ve had a long and diverse career in the hotel and leisure property sector since 1988. What initially drew you to this industry, and how has your role evolved over the years, particularly since taking on the Communications Director position at IDILIQ Group?
‘My first job was in 1988 as an Estate Agent in Northwest London. When interest rates shot up from 5% – 15% the market essentially froze and I decided to try my hand at selling Spanish Holiday property. The idea of selling sunshine and holidays was exciting and positive, at a time when the UK was going through a lot of upheaval and rather depressing times. Since taking on the Communications Director position at IDILIQ group, my role has grown to encompass promotion and PR of both Spanish Real Estate sales and hotel stays for our hotel business, which includes hotels and resorts in the Costa del Sol, Tenerife, Orlando Florida and the UK. Trying to encourage holidaymakers to book a stay at your hotels is a somewhat different proposition to selling a holiday home abroad, making my role and skillset quite diverse, yet connected at the same time.”
As the driving force behind Kind Holidays, you’re taking a unique approach to charitable work within the hospitality sector. Could you share the story of how this initiative began, and what inspired you to formalise it as a model other hoteliers can replicate?
“In 2012, IDILIQ Hotels & Resorts were one of the first donors to former Defence Secretary Sir Liam Fox’s charity, Give Us Time. Give Us Time gives free accommodation at hotels and resorts to our brave military personnel and their families, many of which are suffering with PTSD and / or physical injuries. I was not initially involved with Give Us Time but in 2016 was tasked with finding other charities that we could donate space to. These charities were primarily supporting very sick and terminally ill children, but also included bereavement charities, Children’s Hospices and Carers Trust, which was founded by Princess Anne.
“Within 18 months of bringing onboard a dozen new charities, I started to see the positive effects our programme was having not just on the recipients of the holidays but on our own team.
“A couple more years passed and it had become glaringly obvious how wonderful this programme was for everyone involved. It became clear to me that this initiative had the potential to touch the lives of the entire travel sector. The only problem at the time was our sector and in fact the world, was about to shut down, thanks to COVID. Fast-forward to 2022 and our mission to spread the word amongst our industry and beyond began.”
What are some of the key challenges you’ve encountered in spearheading a charitable program within a for-profit company, and how have you navigated those challenges to ensure both mission impact and business sustainability?
“The Kind Holidays programme / initiative has touched the hearts of almost every member of our team at IDILIQ. Being told by colleagues “how proud they are to work for a company that does what we are doing” has fuelled my determination to bring this to the rest of our industry. Having the support of our senior team has been a tremendous blessing and integral to our success, especially when at times it can be all-consuming.
“The challenge for me personally has been time management and making sure that my eye is on our commercial endeavours, as much as it is on our altruistic ones. In terms of mission impact and sustainability, the cost to our group (in particular the off-peak space that we donate, which makes up around 60%) is housekeeping. Now when you compare the cost of cleaning a few apartments, with the boost to staff morale and in turn, increased productivity, it becomes a no-brainer, even to the most bottom-line focussed executives.”
The hospitality sector has seen significant transformations over recent years, from the rise of branded residences to evolving consumer expectations. In your view, what does the future hold for resort-based properties and branded residences, and how is IDILIQ positioned to lead in this changing landscape?
“The hospitality landscape has shifted dramatically in recent years, with travellers increasingly seeking more than just a beautifully designed space. They are looking for a seamless blend of comfort, flexibility and top-quality service. The future of resort-based properties and branded residences lies in providing this perfect balance, which IDILIQ has been mastering for over four decades. Consumers are increasingly seeking a hybrid model, something that provides the comfort of a home but with the assurance and consistency of a trusted hotel brand.
“Increasingly we see the traditional peak holiday seasons being less relevant as hybrid working brings more travellers seeking longer stays and work-from-anywhere options. Properties that offer seamless living, working, and leisure experiences will thrive.
“With over 40 years of expertise in managing aparthotels, IDILIQ is a leader in developing and commercialising branded residence resorts. We offer individual unit owners a unique blend of flexible personal use and high-yield investment potential. By leveraging our deep industry knowledge, we partner with world-renowned hotel brands to deliver exceptional, service-driven experiences that go beyond aesthetics.
“IDILIQ’s extensive experience in managing aparthotels, where larger unit sizes and complex guest needs differ from traditional hotel models, has enabled us to deliver consistent, high-quality service. This operational know-how has been the foundation for partnering with prestigious global hotel brands like Wyndham.
“By collaborating with trusted hotel brands, IDILIQ ensures that our resorts are not only visually stunning but also provide a service quality that keeps guests coming back. These brands bring a laser focus on hospitality and client experience, from attentive concierge services to meticulously maintained amenities. This commitment to delivering exceptional service means that our properties don’t just attract one-time visitors but cultivate loyal repeat guests who value both the luxurious surroundings and the superior service.
“Ultimately, the future of resort-based properties lies in offering more than just a room for a night. It is about creating communities that cater to diverse needs, whether that is a family holiday, a digital nomad’s extended stay, or a retiree’s winter escape.”
With the launch of Kind Holidays announced on World Kindness Day, what impact do you hope to achieve, both within the industry and for the communities these programs aim to support?
“My hope is that Kind Holidays might grow into a charity (as well as an initiative). A place for all hoteliers, airlines, cruise ship operators, restaurants, taxi companies and anyone else involved in the delivery of holidays and hospitality to donate and deposit their space or services. I hope it will become a central point/repository for our sector to donate and a place where charities come to nominate recipients of these services and space. Until this dream becomes a reality, I am campaigning for others in our sector to use www.kindholidays.com as an open-source guide on how they can go about setting up their own charitable programmes for their companies. This source we have created contains useful guidelines, such as links and email addresses to some of our charity partners that are looking for more holiday accommodation both in the UK and abroad, that other companies can get in touch with.
“We have used World Kindness Day as an opportunity to highlight to our industry what is possible and make them aware that programmes like this exist. Hotel accommodation does not necessarily need to be used just for holidays. For example, hotels that are located near large children’s hospitals can donate space to families, where a child is receiving treatment for several days or weeks and the family home is too far away from the hospital for the parents to be able to commute. Parents of very sick children often must give up work, which inevitably means no holidays or the ability to stay close to their child while they are in hospital, during a time that they are most needed by their child.
“We are also hoping that our initiative will resonate with individuals outside of our industry, including the general public and those fortunate enough to be able to afford regular holidays. We are asking this demographic of holidaymakers to please get in touch with their favourite hotel(s) and tell them to find out more about Kind Holidays by IDILIQ, to see how they can get onboard, which in turn will likely make these holidaymakers even more of a loyal customer to their favourite brands.
“The following letter was written by Alistair Witham after their family holiday at one of our resorts in Orlando, Florida. It is a poignant example of how families in our communities can be touched by this programme:”
“Sadly, Katie was diagnosed with chronic kidney disease shortly before our trip. Given her existing health conditions, it was understandably difficult for her to cope, and she became down and unhappy. However, a couple of weeks before our departure, we noticed a remarkable change in her. She quickly transformed from sadness to excitement and happiness that seemed to overflow.
“Upon arriving in America, she repeatedly expressed disbelief and the sense that it was all too good to be true. Every day of the holiday was filled with activities, sights, and joy. Katie, who’s usually shy and hesitant, blossomed before our eyes. She fearlessly went on rides, she would never have considered, surpassing our energy levels.
“We can honestly say that we have never seen her so relaxed, enthusiastic, and genuinely happy. The memories we created as a family during those two weeks are beyond precious. They serve as a reminder to Katie and all of us that life extends far beyond hospitals, medicines, and treatments. In the difficult days that undoubtedly lie ahead, we will cherish the moments when we laughed until we cried, got soaked on rides, witnessed breathtaking fireworks, evaded zombies through the streets of Universal Studios, and watched the sunset on the most beautiful beach we’ve ever stood on. Thank you from the bottom of our hearts for giving us the opportunity to see Katie smile every day as if she didn’t have a worry in the world.”
How do you plan to measure and sustain this impact over time?
“This is quite tricky, as we are essentially giving away our blueprint to our competitors and encouraging them to adopt the same charitable initiative in their own way. We have no way of knowing if others have adopted or set up their own programmes, without them informing us. I would hope that others would let us know, however, what is most important is that they get started, which is all I can plead for. As mentioned, I would love for Kind Holidays to become a central repository for space and services for the whole travel and leisure sector but until that time, my main goal is for other companies to get started, whether that is through our involvement and knowledge, or not. Helping charities is the main objective first and foremost.”
You’ve mentioned that charitable initiatives like Kind Holidays have a profound effect on staff morale, performance, and retention. Could you expand on how these efforts shape company culture at IDILIQ, and what advice would you give to other leaders looking to integrate purpose-driven initiatives into their own organisations?
“During the summer we had two recipients of our holidays speak to over 300 members of our team, at one of our resorts, Wyndham Costa del Sol. One was a former soldier by the name of Scotty Darroch. Scotty had a holiday with his wife Joanne at one of our resorts 10 years ago. He has complex PTSD and at the time was struggling with addiction. He attributes his stay with us, as having pulled him back from suicidal thoughts and addiction. It allowed him some time to reflect on his life and find some peace / solace.
“The other speaker / recipient was Sarah Sea, a single Mum to two boys. She sadly lost her younger son, Phoenix, at the age of ten. Phoenix had lost all motor skills at age three, due to a rare genetic disorder and was not expected to live past the young age that he passed. Sarah spoke to our team about their holiday on the Costa del Sol. She mentioned plans to return with her elder son Rico, to scatter Phoenix’s ashes in the sea, in front of our resort, where they made their most precious of memories, watching the sunrise together.
“Sarah and Scotty’s speeches were captured on video and can be viewed at www.KindHolidays.com where you can see the profound impact that their stories had on our team. Many members of our team were touched first-hand, like the Porter who woke up very early in the morning, off his own back, to help wheel Phoenix in his adapted wheelchair onto the beach, to watch the sunrise with Sarah and Rico.
“It is impossible for you not to feel proud of what you are doing and who you are working for, when you can see firsthand how much of an impact we are having on the most challenged members of our society. It binds us and brings us closer together when we have a cause and a mission like this one – something that we are all working together to achieve.
“My hope is that the rest of our industry will get to experience the life-affirming impact of this programme themselves. It doesn’t just impact your work as your personal life can’t help but be touched by it too. As a father of two myself, I hug my kids harder, tighter and longer than I would have, had I not been lucky enough to be involved with Kind Holidays.
“My advice for others looking to integrate purpose-driven initiatives is that it is much simpler than you might imagine to institute. Rather than a negative on your balance sheet, it improves it, due to the decrease in cost of recruitment and increase in staff productivity and retention. Once you begin, you will never look back!”
The hotel and leisure property sectors can be highly competitive. What unique challenges do you face in maintaining IDILIQ’s brand identity and differentiation, especially as you encourage competitors to adopt similar charitable models?
“I am not sure my boss will like this answer, but I hope we lose this challenge because all our competitors are doing something similar. Much like our industry has embraced and adopted green / sustainability initiatives, I hope they do the same with the Kind Holidays. Eventually, my goal is that Kind Holidays is no longer required to spread the word (as much as we are trying to do so now), as it has become a standard and integral part of the sector.
“Of course, it would be a proud moment for IDILIQ to be recognised as one of the first companies to implement this type of charitable programme, but this is one commercial battle I would be happy to lose as long as the charities are getting the help and support they need, deserve and the travel industry is capable of giving.”
In your experience, what qualities are essential to lead effectively in today’s hospitality industry, and how have you developed these traits throughout your career?
“Our industry is about creating experiences that make our customers feel good, it is in the name –“hospitality”. There are two qualities that I think are essential to a successful career in our sector and possibly in having a happy life too: empathy and sociability. With empathy, you can see what brings your customers joy and it allows you to focus and expand on it. On the flip side, you can tell what doesn’t work and are able to do away with offerings that do not excite your customers or enhance their experience with you.
“Sociability is essential to making the experience a memorable one. One of the keys to our 40-year success is treating our customers like family, really embracing them, like they are our own. Many of our team members have been with us for decades and it gives our long-standing customers a sense of continuity and community. It has also allowed team members and customers to become genuine friends, where over the years we have been lucky enough to go on a journey with our guests, and seen our customer’s children become parents themselves. We have even had instances where team members go on holiday together with customers that have become friends, which shows the profound sense of community at an IDILIQ holiday offers to all involved. As well as this, it allows our resorts to truly feel like a home from home, rather than a sterile, unconnected experience. This quality extends to communication, where much of our marketing and communication style is driven by a sense of inclusiveness, fun and purpose.”
How do you inspire your team to embrace both business objectives and social responsibility?
“Thanks to Kind Holidays our team cannot help but be inspired. The programme itself and the experiences created for these most grateful of guests touches everyone involved. Whether the team member is front of house, working hands on to make these holidays and experiences a memorable success or back office, like me, reading heartwarming emails from recipients about their experiences, you can’t help it touching you to the very core. Having a purpose other than making money helps you work harder and better, thus rewarding you and the team financially too. It is a symbiotic relationship where one helps the other grow and thrive.”
With over three decades in the business, what have been some pivotal moments or decisions that shaped your career, and what lessons do you believe are crucial for up-and-coming entrepreneurs or executives in your field?
“The first time I heard Scotty Darroch (the soldier I mentioned earlier) speak to an audience about his experience / holiday with us, I realised how important these holidays that many of us take for granted, can be to those less fortunate. It instilled a sense of purpose, that I had not known up until that point and sent me on the road to bringing this initiative to the rest of our industry. It gave me a mission to bring a little joy, solace and respite to hopefully millions of families facing unimaginable challenges and trauma.
“My advice to others is to take the time to really get to know your customers. Do not rely on focus groups and third-party marketers to tell you who your customer is and what they desire. Spend real time getting to know them. Find out what truly excites them and what does not. It is easy to ask a set group of questions in an office environment but often the truth can only be found when they are truly relaxed and at ease with you. Have a drink or meal with them (where appropriate) and become a friend rather than just a service provider. My other piece of advice is to let your heart and gut do the talking. Numbers can help guide you but don’t let them be your sole barometer of success.”
Finally, looking to the future, what do you see as the biggest opportunities—and potential risks—for hospitality businesses that aim to balance profitability with meaningful social impact? How can leaders prepare to navigate these dynamics in an increasingly purpose-driven market?
“It is great that most of our industry has embraced sustainability and long may it continue in all sectors of society, however, the Kind Holidays initiative is something unique to our sector and the travel industry generally. It is something that only fellow travel companies can offer in the same respect, and it has the most tremendous positive impact on the recipients and staff. As an industry, my aim is that we can start a chain reaction of kindness that could permeate throughout society.
“I believe that eventually, if hospitality businesses do not get involved with charitable initiatives such as these, they will risk losing customers, as I hope this will become standard practice for our industry. I hope that similarly to how sustainability concerns are an ever increasing factor in travel choices, that holidaymakers will also eventually opt to book with companies that give back. Being part of this Kind Holidays initiative has truly been the most rewarding experience of my business life/ career to date and I am passionate about others having the opportunity to experience this too. It sounds counter-intuitive but by giving away a little time in your hotels every year, you WILL undoubtedly see an improvement to your bottom line. Let’s build a kinder world together, one holiday at a time. My final plea is – please open your hearts and doors to the most wonderful and grateful guests you could ever imagine.”