Hotels in and around Los Angeles and industry associations are offering support to those displaced by the devastating wildfires in California.

This story will be updated as news comes in. If your hotel or organization is supporting wildfire victims, please contact Managing Editor Adam Perkowsky at adamp@hotelbusiness.com.

Hilton, American Express to provide 20K rooms

Hilton and American Express are partnering to make 20,000 hotel room nights available at no charge to impacted people across the greater Los Angeles area.

Hilton is working with Los Angeles County nonprofit organization 211 LA to coordinate the distribution of rooms to people who have been displaced by wildfires, many of whom have already applied to the nonprofit for accommodation. Individuals who have not yet applied can complete an application online.

“All natural disasters take a toll on our people and communities, and this one weighs particularly heavy given our long history in California,” said Christopher J. Nassetta, president/CEO, Hilton. “In times like these, our founder’s belief that hospitality can be a force for good carries even greater meaning and makes our responsibility to those we serve even more urgent. We are actively in touch with all hotels in the area and are incredibly grateful to our team members who have already gone above and beyond to support the community and each other.”

Stephen J. Squeri, chairman/CEO, American Express, said, “During this time of extreme need, we are, once again, partnering with Hilton to provide shelter to those displaced from their homes, as well as the courageous first responders who are relentlessly battling these ongoing wildfires in Los Angeles County. Our thoughts go out to everyone who has been affected by this devastating natural disaster, and we are committed to supporting the immediate relief and long-term rebuilding efforts in impacted communities.”

Hilton and American Express have a long history of working together to provide accommodation to individuals and families when they need it most. Over the last five years, the companies have worked together to offer more than 2 million rooms to individuals, families and first responders affected by crises.

In addition to these efforts, Hilton and The Hilton Global Foundation are also supporting first responders fighting the fires in the Los Angeles area with contributions to the Los Angeles Fire Department Foundation and the International Association of Fire Fighters Foundation. Hilton Honors members can join in relief efforts by donating points to support the American Red Cross, the Los Angeles Fire Department Foundation and other nonprofit organizations.

Since the beginning of this tragedy, thousands of local Hilton team members across 80 Los Angeles-area hotels have been working 24/7 to ensure the continued safety of guests, and in many cases began supporting the community with discounted hotel rooms almost immediately.

Thomas Cooper Studios’  ‘LUMINAIRES + LUMINARIES’ event

On Jan.  29, Thomas Cooper Studio will be hosting a “LUMINAIRES + LUMINARIES” Open House event at its East L.A.-based facilities, with 100% of the proceeds going toward wildfire relief efforts.

Guests will have the opportunity to purchase raffle tickets to win prizes, including Thomas Cooper Studio Murano bulbs and signed books by industry figures like Jose Andres, Roger Davies and Roger Thomas, as well as unique decorative objects.

All proceeds from the event and raffle will benefit these organizations:

World Central Kitchen: Providing meals to displaced communities
LA Fire Department Foundation: Supporting firefighters and their families
Pasadena Humane: Caring for injured and displaced animals

ALIS Hotel Week to go on as scheduled

The three events comprising ALIS Hotel Week—the Americas Lodging Investment Summit (ALIS), ALIS Law and ALIS DESIGN+—will continue as scheduled the week of Jan. 27 in Los Angeles. The orgaziner of the events, The BHN Group by Northstar, along with its with its industry partners, will be supporting and promoting donations to American Red Cross and other charities to support relief efforts for the Los Angeles wildfires.

Two of the events are scheduled to be held at the JW Marriott/Ritz-Carlton Los Angeles L.A. LIVE, which are the 24th annual ALIS set for Jan. 28-30 and ALIS DESIGN+ scheduled for Jan. 30-31. ALIS Law is scheduled for Jan. 27-28 at the Courtyard/Residence Inn Los Angeles L.A. LIVE.

“The loss of life from the wildfires is tragic and devastating; yet we are all buoyed by the sacrifices and bravery shown by disaster survivors and the courageous responders who have saved countless lives,” said Jeff Higley, president, The BHN Group, which operates the conferences for parent Northstar Travel Group. “We recognize the fight against the blazes remains in place and it will be a long road for recovery for the region. We believe moving forward with our events, a longstanding presence in L.A. in January each year, helps jump-start the economy, support the local hospitality industry and continues a tradition of gathering the hotel-investment community in the ALIS home of Los Angeles.”

The registration fee deadline has been extended through 11:59 p.m. PST on Jan. 20. Visit the websites linked above for more information and to register for the events.

The JW Marriott/Ritz-Carlton Los Angeles L.A. LIVE and Courtyard/Residence Inn Los Angeles L.A. LIVE are not directly in the path of the disaster and flights into the Los Angeles area have had no disruption caused by the wildfires. The BHN Group team will continue to closely monitor the situation and will release a statement if the plans for these events change.

Hyatt hotels offer discounts to fire victims

• Andaz West Hollywood: 20% discount and waived destination fee for displaced individuals and first responders. Additionally, the hotel is creating a rate package that if booked will donate a portion to relief efforts
• Dream Hollywood: 20% off best available rates for anyone needing emergency housing. Pet fees are capped at $150 flat regardless of length of stay. Reservations can be made by calling the main line at 323-844-6417.
• Grand Hyatt Indian Wells: $189 rate, and waved resort fee, self-parking fee and pet fee. Based on availability.
• Hotel Figueroa: Property is working with the Red Cross to house displaced families. Please contact the Red Cross at 800-675-5799. Contact the hotel at 213-627-8971 for discounted rates, discounted F&B and waived pet fees.
• Hyatt Centric The Pike: 15% discount through the hotel’s Visit Long Beach and Chamber of Commerce sites that are targeting firefighters and victims for Long Beach hotels
• Hyatt Place LAX El Segundo: Please reach out to jasmin.schubert@hyatt.com
• Hyatt Place/ Hyatt House LAX Century Blvd:  Offering 15% off their RACK rate. Call directly at 702-553-5017 to book.
• Hyatt Regency Long Beach: 15% discount through hotel’s Visit Long Beach and Chamber of Commerce sites that are targeting firefighters and victims for Long Beach hotels.
• Hyatt Regency Orange County: Up to 20% discount for first responder/displacement rate due to fires.
• Hyatt Regency Valencia: $175/night + 12.2% occupancy rate. 10% discount for food and beverage, which does not include alcohol.
• Hyatt Regency Westlake: Neighborhood Rate for the community and evacuees: $199 flat rate for standard room types (exclusive of tax) based on availability. Additionally, the hotel is offering 10% discount off food at Harvest Kitchen and Bar and complimentary parking. Hotel is dog friendly.
• Mission Pacific Beach Resort: 30% off standard rates, waived daily resort fee, waived daily parking fee and waived pet fee. Contact in-house reservations directly at 855-365-5078.
• Park Hyatt Aviara Resort Golf Club & Spa: Up to 50% off stays through February; pending occupancy. Call 844-478-6557 and ask for the Aviara Good Neighbor Rate.
• Rio Hotel in Las Vegas: Will continue offering 35% off through the end of January.
• The Seabird Resort: 30% off standard rates, waived daily resort fee, waived daily parking fee and waived pet fee. Contact in-house reservations directly at 855-413-7573.
• The Shay: Custom discounts (based on individual circumstances/needs) for displaced individuals and first responders including $25 parking, waived destination fee, waived pet fee and access to the fitness center. Hotel has donated towels to the animal shelter in Pasadena to support wildfire relief efforts.: Butterfly, the rooftop restaurant, is offering complimentary tea and cookies to first responders and evacuees.
• Thompson Hollywood: Call hotel directly and reference fire evacuations
• Thompson Palm Springs: 25% off room rates, based on availability

HotelPlanner offers support

In response to the ongoing challenges faced by California residents displaced from their homes due to the wildfires, HotelPlanner has mobilized its call center teams to operate around the clock. These dedicated teams provide both exploratory and customer support services to assist residents in securing alternative shelter for themselves, their loved ones and their pets.

HotelPlanner is also addressing group RFP (Request for Proposal) needs for relief teams. These teams, including firefighters, restoration crews and other essential personnel, are arriving in affected areas to provide critical support and recovery efforts.

“Our hearts go out to everyone impacted by these devastating wildfires,” said Bruce Rosenberg, global president, HotelPlanner. “We are here to support not only the residents seeking shelter but also the brave individuals and teams working tirelessly to protect lives and restore communities. Our 24/7 services ensure that help is just a phone call away.”

AAHOA Charitable Foundation launches wildfire initiative

AAHOA has launched the Hope & Haven: California Wildfire Recovery Initiative, powered by the AAHOA Charitable Foundation (ACF) to support communities devastated by the ongoing wildfires in California.

As the wildfires continue to displace families and impact lives across the state, AAHOA members and the broader hospitality industry are stepping up to provide critical aid. Recognizing the hospitality industry’s role during such a crisis, this campaign aims to rally resources for relief and recovery efforts, including room-night donations, fundraising and community engagement, according to the association.

“AAHOA members and the hospitality industry as a whole have always stepped up in times of crisis, and the California wildfires are no exception,” said AAHOA Chairman Miraj S. Patel. “Hoteliers across the state are opening their doors to provide shelter and refuge for families displaced by these devastating fires. True hospitality plays a profound role in offering safety, car and hope during challenging times, and this initiative is a testament to the compassion and leadership of AAHOA members and hotel owners who continue to be a lifeline for their communities.”

Laura Lee Blake, AAHOA president/CEO, added, “The hospitality industry has long been a source of stability and hope in times of crisis. The AAHOA community extends its deepest gratitude to the brave firefighters, first responders and countless others who are working tirelessly to protect lives and property. We are also praying for those who have lost their homes, loved ones and livelihoods. Our members’ generosity in providing shelter, donations and community support underscores their unwavering commitment to serving those in need. Through this initiative, we are proud to give hoteliers the opportunity to make a meaningful difference and help families rebuild their lives during this challenging time.”

The wildfires have displaced countless families, highlighting the urgent need for shelter, resources and relief. AAHOA and ACF are taking a leading role in coordinating efforts with state and local government agencies to ensure resources are mobilized effectively.

“The AAHOA Charitable Foundation is rooted in the mission of making a meaningful difference, and this initiative exemplifies the core of who we are,” said Nishant (Neal) Patel, ACF chairman. “In the face of the devastating California wildfires, our foundation is proud to support efforts that bring relief and hope to those affected. From providing room nights to raising critical funds, this campaign demonstrates the collective strength and compassion of AAHOA members and the hospitality industry at large. Together, we are not only offering immediate shelter but also helping to lay the foundation for recovery and the resilience of the communities we serve.”

The Hope & Haven initiative includes;

• Room-night donation program: Hotel owners are donating complimentary room nights to provide temporary housing for wildfire victims and their families. These efforts are critical in ensuring displaced individuals have a safe place to stay as they begin their recovery process.
• Join the program: Donate room nights by completing the Hope & Haven: California Wildfire Recovery Room Night Donation Form.
• Fundraising: Hope & Haven is accepting donations to provide financial support for rebuilding homes, restoring businesses, and assisting affected families.
• Make a donation: Contribute to Hope & Haven using this link.
• Community engagement: AAHOA encourages its members to participate in local community service efforts, including volunteering at shelters, distributing supplies and supporting relief programs.
• Take action: Join AAHOA’s mobilization efforts and amplify the spirit of hospitality.

Choice Hotels launches points donation campaign

Choice Hotels International Inc. has launched a new campaign benefitting the American Red Cross relief efforts to help people impacted by the California wildfires. Choice Privileges members’ donations to the Red Cross will now be eligible for a match from Choice Hotels of up to $25,000.

“We are committed to supporting the communities affected by the wildfires in California,” said Megan Brumagim, VP, upscale brands & chief sustainability officer, Choice Hotels International. “By matching donations, we hope to amplify the impact of our members’ generosity and provide much-needed assistance to those in need.”

Additional donations may come from Choice Hotels associates and matching through Choice Gives, the company’s corporate charity donation matching program.

To contribute to the effort by donating Choice Privileges points, click here.

To make monetary donations to the American Red Cross, click here.

Hotels offering free stays or discounts

• Oliver Hospitality is providing a refuge for those who have lost their homes or are under immediate evacuation orders by offering complimentary stays for up to five nights at its California properties—Station House Inn in South Lake Tahoe and Lodge at Marconi in West Marin. The company will continue to offer support to guests after a five-night stay by providing deeply discounted rates for those who remain in need of accommodations. It is also hosting clothing drives at all of its properties across the U.S., including in Georgia (Hotel Clermont), Tennessee (Fairlane, Oliver Hotel, DoubleTree by Hilton Clarksville Riverview) and Mississippi (Oliver Hotel). Donations of clothes and essential items will be collected and delivered to L.A. partner charities supporting wildfire victims.
• Shore Hotel in Santa Monica has set up a special wildfire discount for the displaced guests. The discount includes up to 25% off the best available rates, 4:00 p.m. same-day cancellation; $35/night discounted valet fees; waived destination fee and waived pet fees. The offer is valid for stays until Feb. 9.  To book, click here.
• Freehand Los Angeles is offering a 15%-off discount and waived daily amenity fee for private rooms only for up to eight guests and dogs under 75 lbs. Contact the sales office at 213-395-9520.
• Terra Palm Springs, a wellness hotel located in Palm Springs, CA, is offering 30% off room bookings to those impacted by the fires. Guests seeking the discounted rate will need to provide an ID that has a zip code on it from an impacted area at check-in.

HALA statement

The Hotel Association of Los Angeles (HALA) Board of Directors released the following statement in the wake of the wildfires burning throughout the Los Angeles area:

“We are devastated by the destruction of the fires raging across the Los Angeles region. Hotels are currently taking in thousands of Angelenos who have been displaced by the Palisades, Eaton and Hurst fires. Many of our hotels are providing guests with discounted rates and the necessities they may have left behind in their evacuation, including toiletries. Many hotels are also taking in pets. Our hotels are also working to donate bedding and personal care items to temporary shelters. We stand ready to continue assisting Angelenos and first responders during this crisis.”

CALA statement

Following California Gov. Gavin Newsom’s proclamation of a State of Emergency for the Palasides Fire, the California Hotel & Lodging Association (CALA) released the following statement to its members:

“Yesterday, Governor Newsom proclaimed a State of Emergency for the Palisades Fire in Los Angeles County. As our state and our industry cope with the fire’s impact, we must be mindful of the needs of our communities and avoid any form of price gouging within the lodging industry.

“Please note that for 30 days after a disaster emergency is declared, it is unlawful for a person to sell or offer a hotel room for a price more than 10% above the price charged immediately prior to the declaration (California Penal Code 396).

To prevent price gouging in the lodging industry, California legislators enacted Senate Bill 1363, which restricts the extent to which lodging operators can change their room rates following a natural disaster. SB 1363 was amended to recognize the realities of the lodging industry and as signed by the governor, prohibits hotels from raising rates more than 10% for 30 days after the disaster declaration. It permits seasonal adjustments in rates that are regularly scheduled, previously contracted rates and rate adjustments directly attributable to additional costs for goods or labor used by the hotel or inn.

“A violation of this prohibition is a misdemeanor. Penal Code Section 396(g) provides: A violation of this section shall constitute an unlawful business practice and an act of unfair competition.

“It is our hope that this proclamation greatly assists in reducing public safety risks arising from the fire and windstorm.”

Other hotels with rooms available

Click here for available hotels for Angelenos impacted by the current fires, provided by HALA. The list is updated daily and includes 250-plus hotels with availability, and many are providing discounts and special rates for anyone displaced or impacted by the fires. HALA is also working with the county and city to donate linens and supplies to shelters.

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