Mövenpick Marks 10 Years of Kilo of Kindness: How Social Responsibility Boosts Brand Value and Business Growth in Oman
Muscat: Mövenpick Hotels & Resorts proudly announces the launch of the 10th edition of its global charity initiative, Kilo of Kindness, celebrating a decade of impactful generosity that has transformed communities worldwide. From October 13 to November 14, 2025, over 70 Mövenpick hotels and resorts across nearly 30 countries will join forces with local charity partners. Guests, employees known as Heartists, and local communities are encouraged to donate food, clothing, educational supplies, and other necessities.
Since its inception in 2015 with the simple idea that a single kilo can make a difference, Kilo of Kindness has evolved into a global movement. Over the past ten years, it has collected more than 100,000 kilos of donations, supported hundreds of non-governmental organizations (NGOs), and positively impacted communities around the world. This milestone represents countless acts of human kindness, demonstrating that generosity transcends borders.
Central to Kilo of Kindness are Mövenpick’s guests and Heartists, whose consistent warmth and dedication have fostered enduring human connections. Their efforts have brought school supplies to children, provided clothing and meals to families, and created meaningful partnerships with local charities that enrich lives.
“Ten years of Kilo of Kindness is a celebration of what can be achieved when generosity becomes a shared purpose,” said Benoît Racle, Global Brand President, Premium, Accor. “At Mövenpick, kindness is not just a gesture — it is an integral part of our daily identity. This milestone reflects not only the volume of donations but also the communities uplifted, the lives touched, and the spirit of unity that defines our brand.”
To commemorate this decade of giving, Mövenpick is highlighting ten powerful stories from hotels worldwide, showcasing how Kilo of Kindness has changed lives. These stories illustrate support for children’s education, aid for vulnerable families, and provision of essential food, clothing, and shelter. Collectively, they demonstrate how Mövenpick hotels, guests, and Heartists unite communities globally through acts of kindness. These inspirational stories can be explored online.
Aligned with World Kindness Week, the 2025 edition reaffirms Mövenpick’s commitment to sincere connections and positive social impact. As the initiative enters its second decade, Mövenpick pledges to deepen this spirit of generosity—engaging more people and creating experiences that uplift lives both inside and beyond its hotels. For Mövenpick, hospitality extends far beyond a warm welcome; it fosters connection, spreads joy, and leaves a lasting positive imprint on the world. Through Kilo of Kindness, the brand will continue championing generosity that shapes both everyday moments and life’s defining experiences.
Mövenpick Hotels & Apartments Ghala Muscat’s Generosity in Action
Mövenpick Hotels & Apartments Ghala Muscat has partnered with Nidaa Charity Team, an organization supported by the Social Development Committee in the Wilayat of Bawshar. Nidaa Charity Team focuses on raising social awareness, supporting vulnerable families, and improving living standards through humanitarian, educational, and community initiatives that empower individuals and strengthen societal bonds.
As part of this partnership, Nidaa Charity Team will manage the distribution of donated items—including clothing for children and adults, books, toys, and kitchen essentials—ensuring contributions from the Kilo of Kindness campaign reach those in greatest need within the local community.
“At Mövenpick Hotels & Apartments Ghala Muscat, we believe hospitality means more than a warm welcome — it means uplifting our communities,” said Arshad Mahmood, General Manager. “By partnering with Nidaa Charity Team, we are proud to extend the positive impact of Kilo of Kindness. Together, we provide essential support while fostering a spirit of generosity and care that embodies Mövenpick’s values.”
About Mövenpick
Founded in 1948 by Swiss restaurateur Ueli Prager, Mövenpick began with a pioneering culinary concept that revolutionized Swiss dining and has grown into an internationally recognized hospitality brand. Mövenpick is distinguished by its generous hospitality, joyful social experiences, and convivial dining that bring people together across generations, cultures, and occasions.
Catering to both leisure and business travelers, Mövenpick offers inviting spaces for families, couples, and locals, and transforms meetings, incentives, conferences, and events into memorable celebrations. Food and beverage remain central to the Mövenpick experience, complemented by contemporary design and a spirit of generosity that defines every stay.
Today, Mövenpick operates over 130 hotels and resorts in more than 40 countries. Since 2017, it has been recognized as the world’s most sustainable hotel brand by Green Globe. Mövenpick is committed to responsible hospitality and community engagement through initiatives like Kilo of Kindness, which encourages guests and staff to donate essentials to those in need.
Mövenpick is part of Accor, a leading global hospitality group with over 5,700 properties in more than 110 countries, and a participant in ALL Accor, a loyalty program offering diverse rewards, services, and experiences.
Special Analysis by Omanet | Navigate Oman’s Market
Mövenpick Hotels & Resorts’ decade-long "Kilo of Kindness" initiative highlights the growing importance of corporate social responsibility (CSR) in Oman’s hospitality sector, offering businesses a strategic opportunity to deepen community engagement and enhance brand loyalty. For smart investors and entrepreneurs, embracing and scaling such purpose-driven programs can unlock new markets and create resilient community ties, positioning their ventures as preferred choices among socially conscious consumers. However, failure to integrate genuine CSR efforts risks losing consumer trust and competitive edge in an increasingly values-driven marketplace.
