Since the Los Angeles wildfires this January, the City of Angels has been quick in its resurgence, and the mood on the ground is clear: visit now. From Hollywood’s famous glitz and glamour to the city’s relaxed coastal vibes, LA is back to showing off its best ang(e)les. For Australian travel agents, this means one thing: now’s the time to book Los Angeles with renewed confidence.
The second in our series (read the first here), we caught up with three more tourism experts who live and breathe Los Angeles.
Meet the insiders shaping LA’s comeback
At W Hollywood, Sales Manager Allison Gadbois brings a blend of hospitality know-how and sommelier-level attention to detail. With a background in wine and a passion for curating memorable stays, she knows exactly what makes a guest experience stand out. And how agents can help make it happen.
Darren Ross, who’s been running the Magic Castle Hotel since 2003, built his career on exceeding expectations – he even won a California Tourism award for it! Known for his customer-first philosophy, Ross now shares his unique approach to hospitality with businesses nationwide.
From the coast, Janet Zaldua with over two decades of travel and tourism experience, serves as Chief Executive Officer for the Marina del Rey Tourism Board. Her creativity and drive have been instrumental in repositioning this beachside enclave as a top-tier base combining laid-back vibes with abundant visitor attractions.
Warm welcomes & flexible policies
Booking travel to Los Angeles in 2025 doesn’t only come with iconic views and A-lister energy – it also comes with built-in flexibility. Properties and tourism boards are offering options for agent and client peace of mind.
Gadbois says W Hollywood offers a 72-hour cancellation policy, allowing guests to adapt to shifting plans without stress. “Whether you’re planning a spontaneous getaway or need to modify your travel dates,” she says, “our flexible cancellation policy aims to make your booking experience as stress-free as possible.”
Over at Magic Castle Hotel, Ross takes it a step further: “We’re in the business of accommodating people. Being a small independent hotel gives us the flexibility and reasonability with guests and travel agents outside the cancellation period. Contact me personally, and I’m likely to waive the penalty. Our job is to make the travel agent look like a hero to their clients.”
On the ground, the vibe is strong
Despite media coverage showing scorched hillsides and closed roads, most of LA remains entirely unaffected, and travellers are noticing.
“It’s very common to hear our guests comment on how they’re surprised they haven’t seen any evidence of fire damage,” says Ross. “Zero tourist attractions are closed due to the fires, and only a small section of the Pacific Coast Highway remains closed. You would never know we had fires unless you were really looking for it.”
Visitors are finding a less crowded version of the city they love. “News of the fires kept people away, which has made Los Angeles a little less crowded,” he adds. “Tourists win. Restaurant reservations are easier to get, traffic’s a bit lighter, lines are shorter, and hotel rates are a little lower.”
Over in Marina del Rey, Zaldua says the waterfront neighbourhood continues to deliver a relaxed yet connected experience – a major plus for clients who want easy access to LAX and must-see attractions like Santa Monica, Beverly Hills, and the Getty Museum.
“Visitors enjoy waterfront hotel views, coastal bike paths, walkable access to shops and restaurants, and the ease of getting around without a car,” she says.
Gadbois agrees. “LA’s bounce-back is real, and travelers are feeling confident. Hollywood is the heartbeat of Los Angeles—offering front-row access to world-class entertainment, iconic landmarks, and luxury living all in one place, making it still a top destination in 2025!”
Now’s the time to cash in
According to Gadbois, the city’s cultural revival and packed events calendar make it a prime candidate for tailored packages. She shares, “Agents can maximise commissions by offering packages that include flights, accommodation, exclusive experiences, and high-demand event tickets.”
She adds, “By staying updated on LA’s offerings and personalising client experiences, agents can provide exceptional value, leading to repeat business and higher commissions.”
Ross agrees, adding a practical tip to increase commission and appease clients arriving on early morning flights from Australia. “Book a short and easy city tour for the morning they arrive,” he says. “I know they are tired, but a 2-hour city tour before their room is ready isn’t a bad way to start their holiday.”
Zaldua rates LA’s flexibility, sunshine, coastal ambience, and new hotel offerings. “Agents can maximise commissions by booking package deals, promoting longer stays, and upselling experiences such as private tours or waterfront dining.”
She adds, “Participating in preferred partner programs and focusing on group or incentive travel can also boost earnings while delivering unforgettable client experiences.”
Ready & waiting
What shines through from each conversation is a strong sense of normalcy. It’s business as usual for LA’s iconic attractions, the weather’s playing its part, and the city is ready to welcome Aussie travellers with the same sparkle and star power as ever.
From the Walk of Fame to the waves of Venice, it’s all still here. Only with more flexibility, fewer crowds, and a quiet invitation to return to those in the know.
And for Australian agents? The message is clear: LA’s not just back — it’s better than ever.
Learn more
Ready to book your client’s first – or return – trip to LA? Head to W Hollywood, Magic Castle Hotel, and Marina del Rey Tourism Board.
For trade updates and destination inspiration, visit the Los Angeles Tourism travel trade page.
This article is brought to you by Los Angeles Tourism.
