Kora Living puts a new spin on Black Friday, focusing on creating social impact in its destinations

Kora Living is once again bringing a social purpose to Black Friday, a date traditionally associated with discounts and commercial promotions, through an initiative designed to create value for the communities surrounding its properties.

“The sustainability of an accommodation property depends not only on how it is built or managed, but also on the relationship it establishes with its surroundings. Last year, we demonstrated that a date focused on consuming more can also be an opportunity to give more. Now, we want that impact to stay in the places that welcome us. An accommodation property is part of its city and has a responsibility to give back some of the value it generates,” explains Kepa Apraiz, CEO of Kora Living.

Following its first edition in 2025, which allocated approximately €75,000 in financial contributions to support solar energy projects in sub-Saharan Africa, this year the company is bringing the initiative closer to the communities in the five destinations where the brand operates.

The company will allocate 10% of the value of direct bookings and 3% of bookings made through intermediary channels to the initiative. United Way Spain, a non-profit foundation specialising in connecting companies with social organisations, will manage and channel the financial contributions through a social programme supporting six organisations linked to Kora Living’s properties, addressing the specific needs of each location. A portion will cover management costs, while the remainder will go to the beneficiary organisations.

“Black Friday has become a price competition in which many brands end up looking alike. We want to be recognised for something more: the relationships we build with our guests and the values we share with them. Travel for Good is our way of building a brand with purpose and consistency,” says Elisa Pelayo, Marketing Director at Kora Living.

The campaign will run from 12 November to 8 December 2026, inclusive, and the full terms and conditions will be available on the Kora Living website.

Six Properties, Six Social Causes

Kora Living’s six properties, located across Vitoria-Gasteiz, Tenerife, Pamplona, Valencia and Málaga, will each partner with a local social organisation to help address the specific needs of their communities.

In Tenerife, Kora Nivaria Beach will collaborate with AMATE, which provides support and guidance to people affected by breast cancer, while Kora Tigot will support the work of Fundación Hospitalarias, which specialises in caring for people with disabilities and other support needs.

In Pamplona, Kora Kiliki will partner with Fundación ADACEN, dedicated to improving the quality of life of older people with acquired brain injuries and other neurological conditions. Meanwhile, in Valencia, Kora Lluna will support Fundación Jaime Serra, which focuses on caring for and supporting older people.

In Málaga, Kora Olea will contribute to the work of Superhéroes Un Niño Una Sonrisa, an organisation that develops activities to bring joy to hospitalised children. Finally, in Vitoria-Gasteiz, Kora Green City will collaborate with APDEMA, which works to promote the inclusion and well-being of people with intellectual disabilities and their families.

“Through Travel for Good, six social organisations supporting people in vulnerable situations, including older people, hospitalised children, women affected by breast cancer and people with disabilities, will receive support to continue their work within their communities. It is a great example of how companies can help strengthen the social fabric of the places where they operate,” says Nerea Seguí, Project Officer at United Way Spain.

Through these collaborations, Kora Living aims to strengthen its ties with local communities, support the work of social organisations and contribute to creating a positive impact in the destinations where it operates.

With this second edition of “Travel for Good”, the company reinforces its commitment to a more conscious way of travelling, where the guest experience also contributes to creating value in the places they visit.