Last week, Luxury Daily pointed out a great program that JetSuite is running for Veterans – $1 flights on Veterans Day. Veterans can book an entire jet the day before and fly on Tuesday for only $1 – a promotion they are running through their SuiteDeals Program.

It’s not unusual for a luxury brand to engage in charitable giving. Ritz Carlton has its “Do Good, Feel Good” packages. Mercedes offers the Driving Academy program for teens. Back in 2012, many hotels offered deep discounts and Red Cross donations after Hurricane Sandy. But what I like about JetSuite’s program is that they are not just giving a portion of their proceeds or trying to help their consumers feel good about themselves – they are offering their actual services to people who need them or maybe just deserve to have a luxury experience. It’s real, and meaningful, and where corporate responsibility should be moving on a much larger scale.

You can see from the comments on their Facebook page that this is a program that veterans and their families are pretty excited about.

It’s a model you may have seen product-based brands offering – TOMS Shoes and Warby Parker Sunglasses come to mind. But how often do you see luxury travel brands giving what they have away? We’re talking about brands that can take people places they need to get to or have a block of beds or seats that are not being used. Obviously, brands want to protect their profits, so what they can offer is limited. But JetSuite – who is sacrificing a day’s worth of profits to put smiles on the faces of real live human beings – is a solid example of how that can work.

Have you seen any luxury travel brands other than JetSuite who engage in direct charitable giving? Let us know in the comments below.