The Reach Foundation runs workshops teaching life skills to disadvantaged young Australians.

Members of Choice Hotels Asia-Pac’s loyalty program, Choice Privileges, can now convert their points into cash donations to The Reach Foundation as part of a new humanitarian initiative launched by the franchise group.

The Reach Foundation is a registered charity which works with around 40,000 young Australians each year, operating participatory youth programs to teach life skills which help disadvantaged young people grow into fully functioning and responsible members of society.

Choice Hotels Asia-Pac CEO, Trent Fraser, said he hopes the new offer will help Choice Privileges members make a difference for young Australians, a demographic which studies show have been adversely affected by the COVID-19 pandemic in 2020.

“Choice Hotels has a longstanding commitment to our partners, and there is a natural synergy between the work that The Reach Foundation does and the pathways that the hospitality industry offers to our next generation of Aussies,” Fraser said.

Choice Hotels Asia-Pac CEO Trent Fraser

“The changes to the way we have all been able to travel this year have meant that the majority of our members were unable to take advantage of the Choice Privileges program like they would usually, however with borders reopening and restrictions easing it is a fantastic opportunity for members to take a break, earn points and then use those points for a good cause,” he added.

The Reach Foundation CEO, Philippe Magid, said the initiative will help fund the valuable work the organisation does in the community and the funds raised will make a big difference to the lives of many young Australians.