Worldwide: Luxury lifestyle brand 1 Hotels introduced a “purpose driven” loyalty program Mission Membership.
For every qualifying stay, one per cent of the spend is donated to one of three environmental nonprofits: the Natural Resources Defense Council (NRDC), Oceanic Global, or Green Our Planet. Members select their nonprofit of choice with donations managed by GlobalGiving.
For every new member, 1 Hotels will also plant a tree through its partnership with the Arbor Day Foundation, building on its recent pledge to support the growth of 100,000 trees in California nurseries to help restore local ecosystems impacted by wildfires.
Additionally, members will receive exclusive perks from brands including Everlane, Remedy Place, HigherDOSE, and Perplexity. Starting in 2026, this will include Alo Wellness Club, which offers on-demand classes in yoga, fitness, meditation, and mindfulness. Mission members will also receive a discount on vehicle purchases from Audi (US only).
Alongside this, Mission members will be offered hotel perks such as room upgrades, late check-out, and early access to special launches or partner experiences – granted based on availability as opposed to status, with priority given to guests who stay most frequently.
The 1 Hotels Mission Membership web and app portal allows guest to manage their membership and track personal impact over time. The 1 Hotels App further streamlines the experience with mobile check-in, room controls, dining reservations, Audi e-tron test drives, curated local recommendations, and direct chat support.
Barry Sternlicht, founder of 1 Hotels and chairman of Starwood Hotels, said: “As a brand deeply committed to making a positive impact, we wanted to create something that aligns with our values while offering our guests something truly special. With 1 Hotels Mission Membership, we’re disrupting loyalty and redefining what it means to be part of something bigger. This is about taking care of nature, taking care of people, and creating experiences that go beyond the stay.”
Raul Leal, CEO of Starwood Hotels, said: “1 Hotels Mission Membership is the next step in our evolution as a hospitality brand with purpose. It reflects our ongoing commitment to reimagining the guest journey, not just as a stay, but as a platform for impact. This program was created with intention: for travellers who expect more from the brands they choose and want to be part of something meaningful.”
Guests can also use their 1 Hotels Mission Membership account across sister brands Baccarat Hotels and Treehouse Hotels, with preferences shared across properties.
Highlights:
- 1 Hotels launches Mission Membership, a sustainability-driven loyalty program donating one per cent of stay spend to environmental nonprofits.
- New members trigger tree planting through the Arbor Day Foundation, supporting 100,000-tree ecosystem restoration in California.
- Program includes exclusive benefits from partners such as Everlane, Remedy Place, HigherDOSE, Perplexity, and Alo Wellness Club (from 2026).
- Members gain hotel perks including room upgrades, late check-out, and early access to brand experiences, prioritised by frequency of stays.
- The 1 Hotels app and portal allow guests to track environmental impact, manage bookings, and access services across 1 Hotels, Baccarat Hotels, and Treehouse Hotels.
