At Pro-invest Group, we are redefining what innovation means in hospitality by channeling our One Earth, Countless Experiences approach into initiatives that benefit both guests and the wider community. The Express Pale Ale initiative, spearheaded by Daniel Lawder, General Manager at Holiday Inn Express Brisbane Central, exemplifies this vision. In partnership with Local Brewing Co. and SecondBite, a leading national food rescue charity, we have launched a program that transforms the simple act of enjoying a craft beer into a force for social good. For every pint of Express Pale Ale poured across our Holiday Inn Express hotels, a meal is donated to someone in need through SecondBite. Since its inception in December 2024, this project has resulted in the delivery of more than 12,300 meals to vulnerable Australians.

This initiative is about more than just offering a bespoke beverage with a smooth finish and hoppy aroma. It is about creating a tangible impact. Each guest’s participation helps fight food insecurity, demonstrating how hospitality can serve as a catalyst for positive change. As owners and asset managers, we view this as a scalable model for values-driven innovation, with plans already underway to expand the concept by introducing a Premium Lager across our Luxury and Lifestyle brands. The Express Pale Ale partnership enhances guest engagement, energizes our teams, and delivers measurable ESG outcomes, setting a new standard for social responsibility in the industry.