As Florida braces for the impact of Hurricane Milton, the hospitality industry is rallying to support the state’s residents and communities throughout this challenging time. In crises like this, hotels often become places of refuge, offering shelter and resources to those in need, including first responders. The hotel staff work tirelessly, often putting their own needs on hold, to serve those around them. As an industry, we understand that this dedication goes beyond business—it’s about helping people when they need it most.
To assist in these efforts, Hospitality Upgrade is compiling a list of companies and organizations committed to helping communities recover from the effects of Hurricanes Milton and Helene. This blog will be updated as additional information becomes available. If your organization would like to be included, please email geneva.rinehart@hftp.org.
Shelter and Support for Evacuees:
Hotels Offering Safe Spaces to Evacuees
As the storm approaches, many hotels are stepping up to support their local communities by offering reduced rates for evacuees, providing pet-friendly accommodations, and serving as safe havens during and after the storm. These efforts aim to ensure that everyone, including vulnerable populations, has access to safe shelter.
Rosen Hotels & Resorts: Affordable Rates for Florida Residents
Rosen Hotels & Resorts provided a statement earlier this week saying they have activated its Florida Resident Distress Rates, offering a safe and affordable place to stay for those evacuating the path of Hurricane Milton. Prioritizing people over profits, Rosen Hotels is committed to the well-being of all Floridians. For more information, visit Rosen Hotels & Resorts.
Industry Associations Providing Relief:
AAHOA: Education and Resources for Communities in Need
The Asian American Hotel Owners Association (AAHOA) is actively supporting communities impacted by the hurricane. They have launched two drives and established a Charitable Foundation to provide aid to those affected. AAHOA has also hosted online sessions to educate Florida residents about filing insurance claims and recognizing price gouging during recovery. More details are available here.
HFTP: Contributions to Recovery Efforts
Hospitality Financial and Technology Professionals (HFTP) has announced a $25,000 donation to the American Red Cross to aid in relief efforts for communities affected by Hurricanes Milton, Helene, and Debby. “During times of crisis, it is crucial for organizations to come together to support the communities impacted by natural disasters,” said Frank Wolfe, CEO of HFTP. HFTP is committed to providing support to help those affected rebuild and recover. For more information available here.
AHLA: Supporting Hurricane Recovery
Hotels and their employees in the affected areas have played a key role in helping communities withstand and recover from the recent hurricanes. The AHLA created this page to share some of the efforts made to date.
Technology and Communication Support:
VSR Cloud Communications: Ensuring Connectivity for Emergency Communication
In the wake of natural disasters, communication is critical. VSR Cloud Communications is ready to assist any organization in the path of Hurricane Milton with telephony support. VSR can provide solutions for maintaining communication lines, including remote call forwarding, custom emergency messages, and maintaining connectivity during power outages. For assistance, call or text VSR at (530) 889-1500.
SONIFI: Emergency Messaging and Remote Support
SONIFI is aiding communities by allowing hotels and shelters to use their system for emergency messaging on in-room TVs, keeping evacuees and staff informed of safety protocols and updates. Once conditions are safe, SONIFI’s technicians will provide on-site support to the affected areas. For immediate help, contact SONIFI at (888) 563-4363.
Cloud5: IT Support Before and After the Storm
Cloud5 is helping businesses and shelters with pre-storm shutdown procedures, post-storm technical assessments, and on-site support to restore IT systems. Their teams are available around the clock to ensure that critical communication channels remain operational. Reach out to them via stormsupport@cloud5.com for assistance.
How to Contribute:
The hospitality industry is united in its commitment to help communities during challenging times. Organizations and individuals interested in contributing to the recovery efforts can do so by donating, volunteering, or offering in-kind services to those affected. If your organization would like to be included in this list of resources, please contact geneva.rinehart@hftp.org.
The recovery from Hurricane Milton may be a challenging journey, but through collaboration and community support, we can make a difference. By sharing resources and coming together, the hospitality industry and its partners are helping to restore hope to those impacted. Hospitality Upgrade will continue to update this article with new resources and information as it becomes available, ensuring that everyone has access to the support they need during this time of rebuilding.
