Since Jan 7., a series of devastating wildfires has taken a toll on the Los Angeles metropolitan area, with three fires remaining active as of Jan 16., most notably the Palisades Fire in the Pacific Palisades and the Eaton Fire in Altadena. A combination of drought conditions, low humidity, and the hurricane-force Santa Ana winds created a recipe for disaster, leaving many without access to their homes or basic necessities as the flames tore through neighborhoods.
Almost immediately after the fires began, the LA community came together to donate clothes, food, water, and other items to those in need. The hospitality industry responded in a similar tune, with hotels partnering with industry associations and travel companies to offer free or reduced-rate room stays and build relief funds.
The Asian American Hotel Owners Association introduced the “Hope & Haven: California Wildfire Recovery Initiative,” which is dedicated to raising funds and support for those affected by the fires. Through this initiative, people can contribute to the relief fund to help communities rebuild and donate room nights to provide temporary housing. As of Jan. 17, the initiative raised $3,786 with a goal of $7,501, and 14 room nights have been donated.
Hilton is partnering with American Express to provide 20,000 hotel room nights to those impacted across the LA area, working with Los Angeles County nonprofit 211 LA to coordinate the distribution of rooms, which can be applied for online here.
“All natural disasters take a toll on our people and communities, and this one weighs particularly heavy given our long history in California,” says Christopher J. Nassetta, president and CEO of Hilton, in a prepared statement. LA has served as the company’s headquarters for the last 40 years. “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.”
Additionally, Hilton and The Hilton Global Foundation are supporting the firefighters working on the front lines against the fires with contributions to the Los Angeles Fire Department Foundation and the International Association of Fire Fighters Foundation.
Down in San Diego, several hotels are offering reduced and specialty pricing for those in need of temporary housing due to the fires, including waived fees and flat room rates. Participating properties include the following, among others, and specific offers can be viewed here:
- Bahia Resort Hotel
- Catamaran Resort Hotel & Spa
- Embassy Suites by Hilton San Diego La Jolla
- Handlery Hotel San Diego
- Humphreys Half Moon Inn
- InterContinental San Diego, An IHG Hotel
- La Jolla Beach & Tennis Club
- La Jolla Cove Hotel & Suites
- La Jolla Shores Hotel
- The Lodge at Torrey Pines
- Omni San Diego Hotel
- Rancho Bernardo Inn
- San Diego Mission Bay Resort
- Town & Country Resort
- The Wayfarer San Diego
Fire containment operations are ongoing, and updated information can be obtained from local news sources and the California Fire Department of Forestry and Fire Protection, the latter of which currently lists the Palisades Fire at 31% contained and the Eaton Fire at 65% contained.
