Comfort Hotels' Choice Guest Club: A Decade of Giving Back Through Travel

Supporting Society Through Travel: Comfort Hotels' Choice Guest Club

The Choice Guest Club, an official membership program by Comfort Hotels, is celebrating a remarkable milestone: over 1.2 billion yen raised for social causes in just ten years. This program encourages guests to contribute to positive changes in society through their travel experiences. As part of their continued commitment to bettering the environment, education, and employment opportunities, the club donated a record 25.98 million yen for the fiscal year 2025.

A Journey of Contribution

Since its inception in 2016, the Choice Guest Club has operated under the concept of “reviving the world and local communities through travel.” The club not only provides discounts and long-stay benefits but also transforms each member's stay into a chance to support vital local initiatives. By making a donation based on guests' overnight stays, the program reinforces the idea that each journey can lead to meaningful social contributions.

This year’s substantial donation of 25.98 million yen will primarily support three organizations focusing on environmental protection, education for Japanese youth betterment, and employment enhancement in Zambia, respectively. Let’s dive deeper into these contributions:

1. JUON (樹恩) NETWORK [Environment]

JUON Network is an accredited NPO dedicated to protecting Japan’s nature. Their activities support struggling rural areas battling depopulation and an aging workforce, leading to abandoned farmland and forests. The donations have enabled JUON to organize volunteer programs and educational workshops like “Forest Schools” to foster environmental conservation and agricultural support. Learn more

2. KATARIBA [Education]

This organization focuses on providing career opportunities to high school students from foreign backgrounds who often lack access to educational resources. The funds support programs such as