Ella Resorts & Hotels

The objective of the initiative is to strengthen ELLA Resorts’ social contribution, with a focus on child protection, access to education and support for vulnerable social groups, through long-term partnerships with specialised social and educational organisations.

At the same time, the initiative seeks to engage ELLA Resorts’ guests, employees and partners by creating opportunities to participate in targeted social contribution initiatives, the reuse of goods and support for specific needs, strengthening the connection between hospitality and the needs of the communities in which it operates.

Children and young people in need, including beneficiaries of “The Smile of the Child”
• Vulnerable families and social groups
• Local communities and social support structures
• ELLA Resorts guests
• ELLA Resorts employees
• Educators and educational organisations

Ongoing / Long-term. Since 2024 to date, with further strengthening and expansion of the initiatives and with a view to continuing and expanding the activities in the coming years.

ELLA Resorts has developed a social contribution framework with a focus on child protection, education and support for vulnerable social groups, through partnerships with specialised social and educational organisations.

A central element of the initiative is the partnership with “The Smile of the Child”. Since 2025, ELLA Resorts has been leveraging its hotel network to give guests the opportunity to participate directly in targeted social contribution initiatives through information materials featuring QR Codes. Through these QR Codes, guests can learn more about and contribute to crowdfunding campaigns addressing the real needs of children and families.

The initiative is further strengthened through the “Donation Bag” programme, which enables guests to donate clothes, shoes, toys and other items they no longer need. A donation bag is placed in the guests’ rooms on the day before departure, allowing them to contribute directly to social support initiatives. The collected items are donated to organisations and local communities in need, including “The Smile of the Child” for specific needs.

The initiative is complemented by actions supporting access to education. As part of the partnership with IST College, ELLA Resorts has supported the funding of three scholarships, including a scholarship for a young person residing in a residential care facility operated by “The Smile of the Child”.

In parallel, ELLA Resorts supports social needs in the areas where it operates through targeted donations and partnerships with local organisations and social support structures.

A distinctive feature of the initiative is the use of the hospitality ecosystem as a means of social engagement. Guests and employees can actively participate in social contribution initiatives, while partnerships with specialised organisations help ensure that support is directed towards specific social needs. The donation initiative also promotes reuse and more sustainable consumption by giving unwanted items a second use.

In this way, social contribution is connected with the day-to-day operation of the resorts and with ELLA Resorts’ relationship with its guests, employees and the local communities in the areas where it operates.

The Smile of the Child

IST College

ELLA Resorts employees are informed about the social contribution initiatives and are encouraged to participate in relevant Group initiatives, helping to strengthen a culture of social contribution and solidarity.

Employee participation complements ELLA Resorts’ partnerships with social and educational organisations and contributes to connecting corporate social contribution with the day-to-day operation of the resorts.

Rhodes, Corfu, Crete, Athens, and other areas where “The Smile of the Child” operates.

MEASURABLE SOCIAL IMPACT

• Provision of 3 scholarships to young people from vulnerable social backgrounds, including a beneficiary residing in a residential care facility operated by “The Smile of the Child”.
• €121,190 allocated to social initiatives in Corfu (2024) and an additional €7,670 to social contribution activities in Rhodes (2024), through targeted initiatives and donations.
• Support for child protection initiatives through the partnership with “The Smile of the Child”, including the provision of food, furniture and other items to address specific needs.
• Engagement of guests through QR-based participatory social contribution initiatives, enabling direct contributions to targeted needs.
• Guest participation through the “Donation Bag” initiative, enabling the collection and donation of clothes, shoes, toys and other reusable items to organisations and communities in need, including “The Smile of the Child”.
• Employee participation in social contribution and volunteering activities.
• Support for local social structures and organisations through targeted donations and support initiatives.

SOCIAL OUTCOMES

The initiative contributes to:

• improving access to education for young people from vulnerable social backgrounds;
• supporting children and families in need through partnerships with specialised social organisations;
• engaging guests and employees in social contribution initiatives;
• facilitating the reuse and redistribution of items to people and organisations in need;
• strengthening local communities through targeted initiatives and partnerships.

SOCIAL IMPACT ASSESSMENT METHODOLOGY

Social impact is monitored through:

• recording social initiatives and related donations;
• recording scholarships and beneficiaries;
• monitoring guest participation in QR-based social contribution initiatives;
• monitoring the implementation of the “Donation Bag” initiative and, where available, the quantity or type of items collected and donated;
• monitoring employee participation and volunteering activities;
• recording social contribution by destination, initiative and beneficiary organisation.

IMPACT ON SOCIETY

• Strengthening the protection and support of children and families in need.
• Creating educational and development opportunities for young people from vulnerable social backgrounds.
• Engaging guests and employees through participatory social contribution initiatives.
• Supporting the reuse and redistribution of useful items to people and organisations in need.
• Strengthening local social structures and organisations through targeted donations and support.
• Providing ongoing support to the work of specialised social organisations, such as “The Smile of the Child”.

LONG-TERM IMPACT APPROACH

The initiative evolves ELLA Resorts’ social contribution from individual actions towards a more consistent framework of partnerships, guest and employee participation, targeted support for social needs and opportunities for the reuse and redistribution of goods in the areas where the company operates.

Strengthening relationships with local communities and social organisations through ongoing partnerships and targeted support addressing actual local needs.

• Increased guest participation and engagement by connecting the hospitality experience with social contribution initiatives.
• Strengthening a culture of social responsibility and solidarity among employees.
• Better targeting of social contribution initiatives through cooperation with specialised organisations and direct response to specific needs.
• Integration of social contribution into ELLA Resorts’ broader sustainable development approach, with a focus on creating long-term value for the areas where the company operates.