When disasters strike, having a response plan in place can mean the difference between a hotel's rapid recovery and long-term operational losses.
As noted last year, between 1980 and 2023, an average of 8.5 climate-related disasters that exceeded $1 billion in damages have occurred annually. From 2019 to 2023, the annual number of events was more than 20. And between 2017-2024, 137 separate $1 billion disasters have killed at least 5,500 people and cost more than $1 trillion in damages, according to Climate.gov.
What Hoteliers Need to Do
Last month, Deanne Brand—senior vice president for strategy, analytics, risk and treasurer at Maryland-based lodging REIT Host Hotels & Resorts—told Hotel Management sister site Hospitality Investor that a best-in-class risk-management program encompasses design and construction and a competent legal team. “It really needs to be part of your ethos,” she said, noting that when looking for ways to mitigate fallout from disasters, hotel operators need to be proactive, hardening assets to ensure roofs, facades, windows and other exposed asset areas can withstand hurricane-force winds, for example.
Brand suggested that historic storm data can inform future investment and identify the most important relationships with vendors and local service providers. Strong relationships with local service providers, especially the electric utility, help to ensure hotels get back online quickly to provide safety for guests, a refuge for storm victims, and housing for first responders. To make its hotels more resilient to power loss, Host also is increasing its off-grid capabilities with onsite cogeneration and back-up generators to enable hotels to generate electricity off-line when necessary.
“Even properties with updated crisis manuals are often unprepared for real-world disasters,” said Michael Bellusci, vice president of operations at Jenkins Restorations, a national property-restoration firm. “Most plans don’t account for cascading failures, delayed access or insurance complications, and they rarely designate a response partner.”
An Ounce of Prevention
Jenkins Restorations—which offers a free Emergency Response Program for hotels—was recently deployed across the Southeast in response to hurricanes Milton and Helene. In Asheville, N.C., the dual impact of wind, flooding and prolonged outages created a perfect storm for hotels shuttering operations, displacing guests and severely damaging facilities.
“As hotels lost power and access routes were blocked, rooms became unsafe, lobby areas flooded and electrical systems failed,” Bellusci noted. “Some properties went from minor damage to total loss within hours. Without a plan, the ability to protect guests, staff, and brand reputation disappears quickly.”
Before the storms made landfall, Jenkins Restorations proactively staged equipment, crews, and emergency resources near the projected path. Priority properties, including hotels and resorts, were contacted early, damage mitigation teams were briefed and restoration work began the moment it was safe to access the sites. Emergency board-ups, structural stabilization, mold prevention, and content restoration began within hours.
Bellusci emphasized that without a trusted restoration partner or a clearly defined response plan, delays can cost far more than repairs. “Disasters don’t just damage buildings,” he said. “They damage your ability to deliver the experience your guests expect. The best way to protect your brand is to be prepared before the storm hits.”