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.

In previous natural events that have devastated the regions we call home – 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 Peninsula has sought meaningful ways to provide support to our affected communities.

It is in this spirit that we announce a new fundraising initiative across Peninsula hotels in the U.S., to benefit those impacted by the Los Angeles fires.

For every night booked at The Peninsula Beverly Hills, New York, or Chicago between 1 February and 31 March 2025, a $5 donation will be made to a non-profit, government-funded organisation providing resources to wildfire survivors.

The Peninsula invites you to join us in supporting Los Angeles relief efforts by making your own donation, of any amount.

From all of us at The Peninsula, thank you for your collaboration and generosity.