ILUNION Hotels turns inclusion into storytelling, surpassing 12 million views with Dreamers

Stories worth telling

17 July 2025

ILUNION Hotels, a benchmark company in inclusion and diversity, has successfully wrapped up the second season of Dreamers, its most human audiovisual project. With more than 12 million views and 122,000 interactions, the series has sparked a wave of messages from people who felt seen, supported and inspired by the stories shared.

“In a field traditionally focused on product and destination, ILUNION Hotels distinguishes itself by placing people at the heart of its strategy. Through this project, we aim to demonstrate that being part of this company means belonging to a community where everyone is given the space to dream. Our objective is to inspire — both within and beyond the organisation — and to highlight the true value of inclusion. Dreamers serves as a platform for these stories to be shared with the world,” states Teresa Zamora, Director of Marketing and Communications at ILUNION Hotels.

Dreamers is also a strategic commitment by ILUNION Hotels to communication as a tool for social impact. Through real stories, the company gives voice to those who make up 60% of its social workforce—professionals with disabilities or in vulnerable situations—proving that inclusion can be the driving force of a sustainable and profitable business model.

Disability through everyday life

Since its launch in 2024, the project has embraced honest storytelling, far from heroism and centred on everyday experiences. Guided by the question “What do our people dream with?”, the second season introduced new stories without losing its essence: portraying disability through a genuine and relatable lens.

ADHD, Tourette syndrome, reduced mobility, or disabilities that, although unseen, exist: the main characters share their stories without filters, helping to break stigmas and make the invisible visible.

“These types of projects connect, inspire, and give work a purpose beyond the day-to-day. When a company dares to look at the real lives of its people, it becomes more authentic and stronger,” states Verónica González, Talent Development expert and main character of the final episode.

“We’re not talking about heroism or brave tales. We want to show disability in the everyday,” Nerea Goikoetxea, Financial Manager explains at ILUNION Bilbao and ILUNION Romareda.

A person holding a pink object with a diamond pattern and a small lock design in the center. The individual is wearing a beige sweater and several bracelets on their left wrist, including a watch. In the background, indoor plants and furniture create a warm and decorative atmosphere. The object in the person's hands stands out for its distinctive design, particularly its texture and color. The accessories add interesting details to the composition of the image.

The most touching story

Among all the episodes, Lidia Espinosa’s was the most viral. A waitress at ILUNION Pío XII, her story about living with ADHD has surpassed 2.3 million views and 40,000 interactions. “My career counsellor tried to force me to take a vocational course she had chosen, saying it was the only thing I could do. Now I work in a place where having a disability doesn’t matter—they accept it, and because of that, we all understand each other,” she shares.

Lidia is part of one of the 15 ILUNION Hotels centres managed as a Special Employment Centre, where over 70% of the team has a disability.

A platform for inspiring stories beyond the screen

This initiative doesn’t just raise awareness—it creates community. “Sharing my story has allowed me to support others who identify with invisible disabilities, particularly mine: spina bifida. Many people have written to thank me for speaking up,” explains Carmen García, Business Development Executive.

The project reflects ILUNION Hotels’ approach to communication: a tool with the power to transform, inspire, and foster real impact and empathy in society. “Dreamers is creating something magical both inside and outside our organisation,” states Iván Espinosa, Front Desk Manager at ILUNION Atrium and one of the main characters.

Person wearing a beige jacket over a white shirt in a room with a pastel-colored background. There are various decorative elements, such as a wooden shelf with a pink vase, a large beige-toned lamp, and fluffy white objects hanging from the ceiling, resembling clouds.

A campaign to awaken

Dreamers is a natural extension of Where Sleeping is an Awakening, the slogan of the campaign that guides the ILUNION Hotels brand and invites us to live transformative experiences: personal, professional, and human. A call to awaken something within each person through the inclusion, accessibility and diversity that defines their hotels.

With the third and final season already in production, the company is set to close a project that has moved, inspired, and deeply connected with society through the real lives of the people who make its model possible. A project that also reflects the purpose of ILUNION Hotels: Building a better world with everyone included.