The Peninsula Announces Nationwide “Hope For L.A.” Fundraising Campaign to Benefit Victims of Wildfires

For every night booked at its U.S. properties through March, the hotel group will make a charitable donation to benefit impacted communities

On Tuesday, 7 January 2025, a series of wildfires broke out in the Los Angeles metropolitan area and its surrounding districts. The impact of these fires, including the two largest in Pacific Palisades and Altadena, has resulted not only in tragic loss of life, but in the evacuations of more than 200,000 residents and the partial or total destruction of more than 12,000 structures.

As it has in the aftermath of previous natural events that have devastated The Peninsula's home regions - the 2011 Great East Japan earthquake and tsunami, the 2013 Super Typhoon Yolanda/Haiyan in the Philippines, and the 2023 Kahramanmaraş earthquakes in southeastern Türkiye - the global luxury hotel group has committed to meaningfully support members of its affected communities. In keeping with that commitment, The Peninsula has announced a new, nationwide fundraising initiative, "Hope For L.A.," to benefit those impacted by the fires.

For every night booked at The Peninsula Beverly Hills, The Peninsula New York, or The Peninsula Chicago between 1 February and 31 March 2025, a $5 donation will be made to a nonprofit, government-funded organisation providing resources to wildfire survivors. Additionally, each U.S. Peninsula hotel will offer other opportunities for guests to make direct contributions to other charitable groups aiding fire victims.

Over the years, The Peninsula's "Hope For" charitable campaigns have helped support thousands of people impacted by natural disaster in Japan and the Philippines. These efforts represent The Peninsula's commitment to both its team members and its communities around the world.

"Our most heartfelt condolences are with the Los Angeles families whose lives have been altered by this catastrophe," said Gareth Roberts, Executive Director and Chief Operating Officer of the Hongkong and Shanghai Hotels, Ltd., the parent company of The Peninsula. "During this difficult time, our priority is supporting the affected community members. Together, I hope The Peninsula and its guests throughout the U.S. can make a difference in the recovery efforts."