Airbnb And Local Hotels Rally To Support Los Angeles Fire Victims
by Jennifer Leigh Parker · ForbesMore than a week after a brush fire erupted in the Pacific Palisades on the morning of Jan. 7, the city of Los Angeles is still struggling to provide shelter for the thousands of residents who lost their homes.
To make matters worse, the rental market in LA was already considered very expensive, and there have been reports of rent increases that qualify as price gouging under state California state law, which “prohibits rent hikes exceeding 10% during a declared state of emergency.” Though Mayor Karen Bass is trying to make a reported 1,200 more units of housing available in the next week or so, and has announced the opening of FEMA recovery centers in Pasadena and West Los Angeles, a mere 1,200 units will not meet the need.
Meanwhile, Airbnb.org, the non-profit crisis support organization formed in 2020 by the vacation rental company, as well as a select group of hotels, are stepping in to help.
Airbnb.org Increases Support
On January 10, Airbnb CEO Brian Chesky pledged to provide free, emergency housing to people displaced via Airbnb.org. “Today, Airbnb is committing to help house an additional 25,000 people who have been impacted by the fires, including survivors, evacuees, first responders, and firefighters. The situation is devastating, and we’ll continue to do everything we can to support the Los Angeles community.”
Since last Friday, Airbnb.org reports having already sheltered 25,000 people and more than 6,000 pets. In a statement provided to Forbes this morning, the company is doubling down its efforts: “There are still so many more families and first responders in need of support. Now that Airbnb.org has reached this milestone, the organization is focusing on supporting longer term stays and has increased its goal to provide 50,000 additional free nights.”
Displaced residents can complete an “Emergency Airbnb.org Support form” to apply for accommodation. Airbnb.org is partnering with the non-profit 211LA, which provides LA County with health and human services, to vet and approve applications on a first come-first served basis.
The Hotels Who Helped
All eyes are on LA now, and it is critical for area hotels not to engage in price gouging at this moment, but rather to act as shelters and safe havens wherever possible. And for as long as possible.
Currently, the Hotel Association of Los Angeles is collaborating with Google to provide up-to-date data on hotels in the surrounding area to appear on Google Maps. A new tab titled “offers for displaced individuals” filters the hotels, identifying which ones are offering discounted accommodations to anyone displaced by the wildfires.
As of January 15, there are more than 340 properties with availability for those displaced by the fires. Click here for the full list of hotels, courtesy of the Hotel Association of Los Angeles (HALA).
Hilton, Marriott, and Hyatt brands are all participating, as are several IHG Hotels & Resorts-branded hotels. Even small independent brands are pitching in, from iconic names like the celebrity favorite Chateau Marmont on Sunset Boulevard, which has been offering temporary free board, to the low cost surf lodges of SCP (Soul Community Planet) Hotels. According to its staff, SCP Seven4One and Laguna Surf Lodge will extend 20% discounts through the month of January.
“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,” HALA said in a statement on January 8, 2025.
For those looking to donate, The American Red Cross is working alongside its partners to provide shelter, food, emotional support and health services for victims of the LA Fires. You can support the Red Cross by making a donation online, by calling (800) 733-2767 or texting REDCROSS to 90999.
Note: Hotel availability and terms will vary from property to property. It's advisable to contact hotels directly to confirm details and make reservations.