Song Hotel x The Essentials Club

Australia’s first profit-for-purpose hotel, Song Hotel, directs 100% of its profits (equating to 25 cents in every dollar spent) towards community projects for disadvantaged women, across housing, services and leadership pathways.

As a consciously-minded hotel and hospitality brand, it was only fitting that Helm carve out a partnership with Maddy from The Essentials Club, to show would-be visitors to Sydney how they too could have a more mindful and positive impact stay in the harbour city.

Maddy travelled to Sydney in April 2025, and using Song Hotel as her base, she explored other like-minded businesses across Sydney.

Drawn to Song Hotel’s ethos and values alignment, Maddy not only experienced first-hand the hotel’s warm welcome and feel-good factor (knowing that each stay gives back to those in need), but also met up with some of Song’s like-minded community partners.

After refuelling each morning at Song Kitchen (Song Hotel’s profit-for-purpose on-property restaurant), Maddy hit the pavements to seek out other profit-for-purpose eateries and cafes, as well as a long list of vintage and charity shops.

Off the back of her trip, Maddy created a suite of visual assets for Song Hotel’s ongoing use, and published a video guide to having a consciously-minded stay in Sydney - providing tips and recommendations for would-be travellers.

The partnership reached Maddy’s consciously-minded audiences of Instagram followers (95k+) and YouTube subscribers (284k+), presenting Song Hotel (and Song Kitchen) as a values-aligned brand for those planning a Sydney trip.

Maddy’s big tip to would-be travellers… “seek out travel brands with similar values, and look for transparency”.

Photos: @theessentialsclub