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

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.”

Hope & Haven: The ACF California Wildfire Recovery Initiative

• 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.

Oliver Hospitality offer

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.

Freehand Los Angeles offer

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.

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, as of 10:30 p.m. PST on Jan. 12, provided by HALA. The list 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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