Dive Brief:
- Hilton and American Express will provide 20,000 hotel rooms free of charge to people displaced by wildfires in Los Angeles, Hilton announced Wednesday.
- The companies have partnered with Los Angeles County nonprofit 211 LA to coordinate the room distribution. People affected by the fires will be able to apply online for accommodations.
- Many hotels in the Los Angeles area — even pricey luxury properties — have filled up as people seek shelter. While some have provided discounted rates to those seeking refuge, Hilton’s commitment goes further by offering rooms at no cost.
Dive Insight:
In addition to offering rooms, Hilton has given Hilton Honors members the option to donate loyalty points to support the American Red Cross, the Los Angeles Fire Department Foundation and other nonprofits, a company spokesperson told Hotel Dive.
Hilton and American Express have worked together before to offer accommodations to people in crises, Hilton said, offering more than two million rooms over the past five years. A spokesperson told Hotel Dive that those rooms went to supporting Ukrainian refugees and housing frontline medical professionals during the COVID-19 pandemic.
“All natural disasters take a toll on our people and communities, and this one weighs particularly heavy given our long history in California,” said Hilton CEO Chris Nassetta in a statement, adding that the company is “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.”
Hotels in the region have been playing an important role in wildfire recovery efforts, with the Hotel Association of Los Angeles sharing last week that many were not only housing evacuees, but also taking in pets and donating bedding and toiletries to temporary shelters.
Airbnb is also working with 211 LA to provide temporary housing to people displaced by the fires. Though the short-term rental company did not specify how many people it planned to house, it said in a statement that it has provided more than 1.6 million nights of emergency stays for more than 250,000 people worldwide.
Meanwhile, Choice Hotels International has launched a points donation program. Choice Privileges members who donate to the Red Cross are now eligible for a match from Choice Hotels of up to $25,000, the company announced Wednesday.
Hotels in Los Angeles are prohibited from taking advantage of the disaster by raising their rates, a California Hotel & Lodging Association spokesperson told Hotel Dive last week.
The Los Angeles Tourism and Convention Board is maintaining a list of open hotels and the properties’ discount codes for evacuees.
