Los Angeles Wildfires: How Hotels and Vacation Rentals are Stepping Up
Providing shelter and resources during a time of unprecedented need
The devastating wildfires that erupted across Los Angeles in early January 2024 have reached unprecedented proportions. With fires raging from Pacific Palisades to Pasadena, more than 12,000 structures have been damaged or destroyed, forcing approximately 180,000 people to evacuate their homes and claiming the lives of others. As the tragedy continues to unfold, you might be left wondering how you can provide aid to those in need. This article highlights how the hospitality industry has stepped up for L.A. communities, and provides information for others to get involved as well.
Federal Government Response
The Biden Administration has moved swiftly to address this crisis with comprehensive support measures. The President has committed to covering 100% of California's disaster assistance costs for the next 180 days, demonstrating the federal government's commitment to California’s recovery. In addition to financial support, the administration has deployed 400 additional federal firefighters and provided over 30 firefighting helicopters and planes. The response has been further bolstered by support from Canadian firefighting aircraft.
Travel and Hospitality Industry Response
"The impact of this devastation is far-reaching, but it is during moments like these that the hospitality industry shines," said Anna Blue, president of AHLA Foundation on LinkedIn. "The resilience, generosity, and compassion of the hospitality workforce are unmatched."
Local Hotels
The hotel sector has emerged as a crucial provider of emergency shelter during this crisis. Major luxury properties, including the Beverly Hills Hotel, Four Seasons Beverly Hills, and Sunset Tower Hotel, quickly reached capacity as evacuees sought refuge. Despite this surge in demand, over 70 hotels have maintained availability, with many offering special discounts for evacuees. Other properties have waived certain fees and policies in order to help the community in need. For example, some hotels are waiving pet fees, while major chains are foregoing cancellation penalties for affected bookings. Hotels across the region have also contributed to relief efforts by donating bedding and toiletries to temporary shelters.
Home Sharing Platforms
The home sharing sector has responded with significant support for displaced residents. Airbnb.org has forged a crucial partnership with 211 LA, initially providing emergency housing to 6,500 people and committing to shelter an additional 25,000 displaced residents. VRBO has also joined the relief efforts by offering refunds for cancellations in fire-affected areas, ensuring flexibility for those impacted by the disaster.
Airlines and Transportation
Transportation providers have launched substantial support programs to assist affected residents. Delta Airlines has made a total contribution of $2 million to the American Red Cross, combining direct aid with funding through their Annual Disaster Giving Program. The airline has also established a customer donation program through their Red Cross microsite. On the ground, Lyft has implemented a program offering two free rides up to $25 each to shelters through January 15, while also activating their Round Up and Donate program to generate additional support.
Consumer Protections
California has implemented robust regulations to protect evacuees during this crisis. State law prohibits hotels from increasing rates by more than 10% for 30 days following Governor Newsom's January 7 emergency declaration. While hotels may maintain their regular seasonal adjustments, these protections ensure fair pricing for displaced residents, with active monitoring by state and local agencies.
How to Provide Support
The Los Angeles Tourism and Convention Board continues its vital role in crisis response, maintaining updated lists of available accommodations and coordinating with emergency services. The organization provides essential resources for both residents and visitors while monitoring air quality and safety conditions across the affected areas. If you or your brand are looking to get involved, consider the resources below:
- California Community Foundation Wildfire Recovery Fund
- Los Angeles Fire Department Foundation
- Los Angeles American Red Cross
- Los Angeles Donation Centers
Akia is deeply saddened by the devastation and sends our support to all those affected in Los Angeles. Thank you, to our hospitality community partners, for taking action and helping those in need.
Time is one the greatest asset and one of the things that [Akia] has helped us out as a property tremendously.
Thomas M.
Content Marketer
Time is one the greatest asset and one of the things that [Akia] has helped us out as a property tremendously.
Ethan Fishbane
Director of The Front Office, Prince Waikiki
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