In January this year, California’s usual placid scenes of close-up-ready beaches and vine-clad hinterland were replaced with those tragically more infernal. But amid the devastation of the voracious wildfires — which tore through 57,000 acres and killed 29 people — there were tales of hope and humanity, many of which came from California’s top hotels, who provided shelter for those displaced and rallied around to raise donations.
In the state that practically invented the comeback, we ask industry insiders how California is bouncing back and readying itself for the world stage once again.
THE RANCH MALIBU
Lisa Boolootian, Senior Vice President of Operations
‘The wildfires in the Los Angeles community have weighed heavily on our hearts. While The Ranch Malibu was incredibly fortunate that our staff and property remained safe and we are open, many in the greater Los Angeles area have had a different experience. Many on our team have close relationships with those who were on the front lines, and we have continued to support one another to ensure our team, and their loved ones, are taken care of.
In the immediate days following the wildfires, we provided warm beds, healthy meals and hot showers to any displaced staff and their families until they were able to return home. We also collected items such as food from our garden, pet and baby products, and household and personal-care supplies to help those families and animals most in need.
Most recently, we donated $25,000 to the Los Angeles Emergency Preparedness Foundation Community Brigade. This volunteer organisation works in close conjunction with the LA County Fire Department, to help communities prepare for, respond to and recover from natural disasters. For every new 2025 reservation that was made at The Ranch Malibu between 3 and 17 February, we also contributed an additional $1,000 a booking to support its vital efforts.
To support efforts further, we also recommend people donate to the Los Angeles Fire Department Foundation, California Community Foundation, Baby2Baby, International Medical Corps, World Central Kitchen, SPCALA’s Disaster Animal Response Team, and Pasadena Humane Society.
We have the deepest gratitude to the first responders and volunteers who worked tirelessly to protect the lives, homes and communities of those we love. The impact of the recent fires on our beautiful city goes beyond the loss of physical structures, profoundly changing the lives of so many. Amid all of this, it has been truly inspiring to see our community, along with so many from around the world, demonstrate unwavering support and exemplify the resilient spirit of Los Angeles.
While fully rebuilding will take some time, progress is being made. At The Ranch Malibu, we’ve seen a renewed focus on wellness and healing as people prioritise their mental and physical wellbeing during this time. The resilience of Californians ensures we continue to move forward with strength and determination.
The best way to support Los Angeles (and the state of California) right now is to visit! Tourism is a significant part of our economy, with Los Angeles County alone accounting for 20% of tourism jobs in the state. Our businesses and residents depend on [guests] as we move forward, and by visiting right now you are supporting all of the individuals that make up this beautiful community. Watching people come together and how they continue to do so speaks to the resilient spirit of Los Angeles. I’m looking forward to seeing what this creative, passionate and empowered community creates in the future.’
THE CHAMBERLAIN WEST HOLLYWOOD
Jamison Detrolio, Regional Director of Sales and Marketing
‘While we were fortunate to remain operational during the wildfires, we witnessed firsthand the devastation that many of our neighbours endured. Some of our team members were personally affected, and our hearts go out to those who lost homes, businesses and cherished natural spaces. The resilience of our community, however, has been truly inspiring.
Our hotel quickly mobilised to provide shelter and support for displaced families, first responders and relief workers. We partnered with local organisations to offer meals and essential supplies, [and we supported] fundraising initiatives that continue to aid recovery efforts. The outpouring of generosity — from both locals and visitors — has been nothing short of incredible.
We’ve also seen so many acts of heroism, from firefighters and emergency responders to volunteers who have stepped up in extraordinary ways. One particularly touching story was our new local restaurant owner at Hotel Ziggy, Pizza Girl (owned by Caroline D’Amore and husband Omer Levy), who cooked and delivered thousands of pizzas for first responders and those in need — reminding us all of the strength found in unity.
We’re proud to have contributed to the Wildfire Recovery Fund, and we encourage support for California Fire Foundation’s Wildfire Relief Fund, which provides direct assistance to families who have lost everything. Every donation makes a difference in helping people restore their lives. Two months on, California is moving forward with determination. Clean-up and rebuilding efforts are well underway, and communities are coming back together stronger than ever. Nature, too, is showing its resilience — forests are beginning to heal, and wildlife is returning to affected areas.
Despite the challenges, there’s no better time to visit California. The state’s natural beauty, world-class hospitality and incredible people make it a place of endless inspiration. Whether you’re exploring the coastline, supporting local businesses, or simply [admiring] a breathtaking sunset, there’s a renewed appreciation for everything that makes California special. The state’s unwavering spirit, the kindness of its people and the breathtaking landscapes remind us why it’s worth protecting. We look forward to a future that is not just about recovery but about renewal — one where we build back stronger, together.’
FREEHAND LOS ANGELES
Cathy Kim, Director of Sales
‘The January wildfires in California significantly impacted our hotel operations, leading to many booking cancellations as well as restaurant cancellations, which in turn reduced occupancy, which then led to reduced hours for many of our staff. There were also air-quality and safety concerns overall. Displaced guests [were very] anxious, while the wider community rallied together for support. We remain committed to [helping recovery efforts] and assisting those affected by these devastating events.
As we have Freehand Hotels in LA and NYC, we decided to join forces between our two hotel restaurants and hosted an ‘I Heart LA’ dinner to support relief efforts for the fires. A special menu was offered at both The Exchange Restaurant at Freehand Los Angeles and Comodo at Freehand New York, with 15% of the sales being donated to the LA Food Bank. We also offer reduced room rates for displaced guests.
We were so inspired by the selfless acts of our community: the dedicated volunteers at the food banks, all the first responders working relentlessly to put out the fires, the volunteers at the pet shelters and those that took in foster pets; the incarcerated firefighters that worked alongside our first responders and the neighborhood groups organising clean-up efforts. You can help too, by donating to the Global Empowerment Mission, a non-profit that provides rapid disaster relief, shelter kits and recovery resources, which has one of the highest dollar-to-impact ratios in the not-for-profit sector. And the Community Organized Relief Effort (CORE), that assists with recovery support, emergency aid and long-term solutions.
Now that California is focused on rebuilding and recovery, communities are coming together to review the damage, and state officials are prioritising infrastructure repair and support for those affected. The state is committed to fostering a stronger, more prepared future, which is why now is a great time to visit California. I believe Adam Burke, the Los Angeles Tourism and Convention Board President and CEO, said it best when he issued a statement not long ago saying, “With over 540,000 Angelenos working in the tourism sector and more than 1,000 local businesses relying on our industry for their livelihoods, travellers continuing to visit our city for leisure, business, meetings and conventions has never been more critical.”
His statement addressed Los Angeles, but this really applies to our entire state. California tourism is the lifeline in supporting our communities’ recovery. In addition, the vast majority of our world-class attractions and tourism-related businesses remain fully operational. I’m excited about California’s commitment to sustainability and innovation, and looking forward to seeing the state continue to foster a vibrant cultural landscape.
There’s so much to love: California’s dynamic culinary scene, which offers endless exploration; the best weather year-round; and stunning beaches and majestic mountains that are all reachable within a few hours of wherever you may be located. And, last but not least: the Dodgers!’
California is open and welcoming back hotel lovers. To support more gold-star stays, see our full collection of hotels in California