Under the slogan "0 % OFF · Travel for Good", the company will allocate 10% of the amount of its direct bookings to a social program managed by United Way España, which will make it possible to support six social organizations in the destinations where it operates
Kora Living once again gives social purpose to Black Friday, a date traditionally marked by discounts and commercial promotions, with an initiative aimed at generating value in the communities of its accommodations.
"The sustainability of an accommodation does not depend only on how it is built or how it is managed, but also on the relationship it establishes with its surroundings. Last year we showed that a date meant to consume more can also serve to give more. Now we want that impact to stay in the places that host us. An accommodation is part of its city and has the responsibility to give back part of what it generates", explains Kepa Apraiz, CEO of Kora Living.
After a first edition in 2025 in which approximately €75,000 in financial contributions were allocated to drive solar energy projects in sub-Saharan Africa, this year the company is betting on bringing the initiative closer to the communities of the five destinations where the brand is present.
The company will allocate 10% of the amount of direct bookings and 3% of those made through intermediary channels to the initiative. United Way España, a nonprofit foundation specialized in connecting companies and social organizations, will be in charge of managing and channeling the contributions through a social program that will make it possible to support six entities linked to the accommodations of Kora Living, addressing the needs of each territory. Part of it will cover management costs and the rest will be directed to the beneficiary organizations.
"Black Friday has turned into a race of prices in which many brands end up resembling each other. We want it to be recognized that we stand for something more: for the relationship we build with our customers and for 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 be active from November 12 through December 8, 2026, both included, and the complete terms and conditions can be consulted on the Kora Living website.
Six accommodations, six social causes
The six accommodations of Kora Living, spread across Vitoria-Gasteiz, Tenerife, Pamplona, Valencia and Málaga, will take part in this initiative hand in hand with a social organization from their area, with the aim of responding to specific needs of each territory.
In Tenerife, Kora Nivaria Beach will collaborate with AMATE, which supports people affected by breast cancer, while Kora Tigot will support the work of Fundación Hospitalarias, specializing in caring for people with disabilities and other support needs.
In Pamplona, Kora Kiliki will be linked to Fundación ADACEN, dedicated to improving the quality of life of older people with acquired brain damage and other neurological conditions. For its part, in Valencia, Kora Lluna will support the Fundación Jaime Serra, focused on the care and accompaniment of older people.
In Málaga, Kora Olea will contribute to the work of Superhéroes Un Niño Una Sonrisa, an organization that develops activities to bring joy to hospitalized children. Lastly, in Vitoria-Gasteiz, Kora Green City will collaborate with APDEMA, which works for the inclusion and well-being of people with intellectual disabilities and their families.
"With Travel for Good, six social entities that accompany people in situations of vulnerability, such as older people, hospitalized children, women with breast cancer or people with disabilities, will receive support so they can continue developing their work in the communities. It is a good example of how companies can help strengthen the social fabric of the territories in which they are present", highlights Nerea Seguí, projects technician at United Way España.
Through these collaborations, Kora Living seeks to strengthen its ties with local communities, support the work of social organizations, and contribute to generating a positive impact in the destinations where it is present.
With this second edition of "Travel for Good", the company consolidates its commitment to a more conscious way of traveling, in which the guest experience also helps to generate value in the place they visit.
About Kora Living
Kora Living is the leading and benchmark brand in conscious hospitality, responsible for the operational management of all the complexes promoted by Kategora Real Estate. With an innovative and sustainable proposal, Kora Living redefines the concept of accommodation through a combination of flexibility, design and connection with the environment.
The brand operates under three distinctive verticals —Beach, Urban and Flex—, offering unique experiences both in coastal and urban destinations. Its approach is based on personalized stays, ranging from a single day to twelve months, and on a strong commitment to sustainability, with buildings certified under Passivhaus or BREEAM standards.
Currently, Kora Living manages six complexes, Kora Green City (Vitoria-Gasteiz), Kora Nivaria Beach and Kora Tigot (Tenerife), Kora Kiliki (Pamplona), Kora Lluna (Valencia) and Kora Olea (Málaga). It plans to open new accommodations in cities such as Alicante, Andorra, Barcelona, Madrid, Seville, and Lanzarote, with the expectation of surpassing 2,000 units managed in 2027.