The TTG Top 50 Travel Agencies winner revealed he feels “so passionate” about supporting the cause after tragically losing two siblings during his own childhood.

Bebe’s Hive was founded by Lauren King following the loss of her daughter, Bebe, in the Southport attack of July 2024. 

The CIC [community interest company] aims to provide creative support for bereaved children and their families, using activities like art, crafts, and music – rather than clinical therapy – to help them process complex emotions in a safe environment.

Cotton was first inspired to support the Bebe’s Hive after hearing Lauren speak at the TTG Luxury Travel Awards earlier this year.

“I remember it so vividly,” he told TTG. “I was very emotional, and I donated as much as I could on the night, but I knew I needed to do more.”

Cotton’s drive to support Bebe’s Hive is rooted in personal experience, having lost his 13-year-old brother, Hayden, to leukaemia. 

The pair, who were just a year apart in age, had been fiercely close and often spoke about entering the hospitality business together. Tragically, just a few years after Hayden’s passing, Cotton’s sister died of a similar illness.

“I only partner with charities that truly mean something to me,” Cotton said. “An experience like that shapes you and makes you the person you are.” 

The impulse to support the cause quickly spread across the wider Cotton Travel team. After Cotton's colleagues, managers Katie and Erika, watched a video highlighting the work of Lauren and her fellow volunteers at the TTG Top 50 2026, they too wanted to get involved.

(Credit: Lauren King)

“One of the first things they said to me the next day was: ‘How do we get behind Bebe’s Hive?’” Cotton recalled.

Initially, the team decided to raise funds during their weekly Travel Show. Cotton played a BBC clip of Lauren speaking about Bebe’s Hive, before hosting eight raffle draws offering prizes supplied by Grecotel, Newmarket, Jet2, Typically Holidays and Gold Medal. 

“We raised a record-breaking £410 and we had never raised more than £400 at one of these events before,” Cotton said. “But when I showed the suppliers and clients the video, the whole atmosphere in the room changed. Everyone was in tears. But what happened next was unbelievable. 

“I started to well up, thinking about losing a child, thinking about what it must be like to be a mum and how awful it must be. I had to take a moment, and as I was collecting myself, a client stood up and asked me: ‘Josh, is this your charity of choice this year?’ 

“At that exact moment, I decided: Yes, it has to be. The client donated £200 on the spot. Another person gave £100, and another gave £50. I matched it. In total, we raised £810 that day.”

Looking ahead, Cotton and his team are now preparing to take on the Humber Bridge Walk to raise further funds. 

Praising the organisation’s founder, Cotton said: “What Lauren is doing is the Lord’s work. Bebe’s Hive is a ray of sunshine on a very dark day.”