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Los Angeles-area hotels step up to accommodate, comfort wildfire evacuees

by David Eisen

January 10, 2025 - Categories: Hospitality News, Hotels: News,

At least 180,000 people have been forced to evacuate in the wake of the ruinous wildfires that in their fourth day continue to ravage portions of Los Angeles, destroying homes and flattening communities.

The fires have displaced thousands and the hospitality industry is doing its part to help accommodate and assuage some of the anguish that Angelenos are currently going through. In a statement this week, the Hotel Association of Los Angeles said that its member hotels are taking in thousands, often at discounted rates, with hotels also taking in pets.

“We are devastated by the destruction of the fires raging across the Los Angeles region,” the Association said in a statement. “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.”

A link at discoverlosangeles.com lists wildfire relief accommodations. It is updated daily and includes around 80 area hotels that currently have vacancies. South of Los Angeles, San Diego-area hotels are also doing what they can to accommodate those displaced.

On January 15, Hilton and American Express announced they were 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 non-profit 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.

President Biden quickly approved Governor Gavin Newsom’s request for a Presidential Major Disaster Declaration to support ongoing response efforts. The Presidential declaration makes available federal assistance funding to help state, tribal and local governments cover emergency response costs, which includes temporary accommodation. California state law prohibits businesses from boosting prices on hotels, motels and other temporary rental housing by more than 10% for 30 days after a local or state agency has declared an emergency.

Despite an outpouring of help, displacement will and is already causing compression problems, especially at some of Los Angeles’ luxury hotels, as TMZ reported, writing that hotels including The Peninsula, The Beverly Hills Hotel, Waldorf Astoria, Four Seasons, SLS in Beverly Hills and The Ritz-Carlton in Marina del Rey were already at full capacity. (The New York Times penned a short piece on the famed celebrity haunt Sunset Tower Hotel in West Hollywood filling up with L.A. power players.)

A short list of hotels working to accommodate guests includes:

  • Hotel Figueroa in downtown Los Angeles is working with the Red Cross to house displaced families.
  • Hotel Per La in downtown Los Angeles is offering a discount to displaced residents.
  • 1 Hotel West Hollywood is offering extended discounted rates for those affected by wildfires. The hotel will also provide complimentary valet services and waived amenity fees.
  • The Pierside Santa Monica will provide free accommodations to local firefighters and discounted rates to evacuees.
  • Conrad Los Angeles has disaster relief rates available for those in need from Jan. 9-20.
  • Stile Downtown Los Angeles by Kasa is offering rooms for $75 per night for evacuees and first responders.
  • Freehand Los Angeles, which has rooms that can accommodate up to eight people, is offering 15% off and waiving its daily amenity fee for private rooms.

Further afield, Visit Anaheim is working with local hotels to provide accommodations for those affected by wildfires.

Hotel brands have come out with messages supporting those affected by the fires and what they are doing to help. A Hilton spokesperson said: “Our thoughts are with all who have been impacted by the wildfires in Los Angeles County. Hilton is closely monitoring the situation with the safety and security of our guests and Team Members as our top priority. At this time, Hilton properties are open and operational. For guests, modification and cancellation penalties may be waived for stays with arrivals through January 13.”

Roman Pedan, founder and CEO of Kasa, which operates the Stile Downtown Los Angeles, told HOTELS: “Our heart breaks for the people impacted by the wildfires in L.A. We’ve been focused first and foremost on the safety of our team and our guests. We’ve also had a proud history of helping those displaced by disasters, whether they be fires, hurricanes or wars. Today, we’ve been offering those displaced with housing across our portfolio in DTLA, San Diego, NorCal, Phoenix and beyond at a heavily discounted rate. We’ve also been donating food and collecting clothes donations to support those in need. It heartens our team to help, in whatever small ways we can, to support those impacted.”

Airbnb is stepping up with assistance, too. To support residents who have been displaced from their homes or forced to evacuate by the wildfires, Airbnb.org is working with 211 LA, which serves Los Angeles County, to offer free, temporary housing. Stays are completely free for guests and are funded by Airbnb.org.

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