The Magic Costa Blanca group of hotels, based in Benidorm, has decided to put a smile on the face of fifty Spanish families this summer by giving them free holiday accommodation, reports local daily Información.
With many families unable to take a break this year because of restrictive financial circumstances, the hotel group has offered to help some of those suffering from the effects of long-term unemployment, evictions or other consequences of the crisis.
The company has offered a number of promotions over the years, such as discounts and flexible payment options, to support what it calls "the right of every Spaniard to enjoy a holiday" but it has now decided to go one step further.
The selection process will be carried out via a website that the company will activate in the next few days.
Interested families can explain why they believe they should receive the free accommodation in one of the chain's hotels in the autonomous community of Valencia.
The initiative is part of the social responsibility concept that the company has developed in response to the crisis.
Magic Costa Blanca vice-president Javier Garcia described it as "necessary" that companies now place themselves on the side of the disadvantaged, saying "In these lean times we all sometimes need a shoulder to lean on."
He added: "At Magic we are very sensitive to the situation of families who are being evicted, who have members unemployed or who are suffering from other effects of the crisis."
"Because of this, and in line with our belief that holidays are a right not a privilege, we want to make this gesture to fifty Spanish families."
The company has urged other hotel chains to follow its lead to be able to help as many families as possible.
"We call on all tourism businesses in the country to join our initiative," said Garcia, "and give free holidays to disadvantaged families."
"Together we can do it."