1 Hotels launches purposed-driven loyalty program

MIAMI, Florida – Starwood Capital’s luxury lifestyle 1 Hotels brand has launched a unique loyalty program called Mission Membership, a purpose-driven concept designed to reward guests. The program focuses on personalization, environmental impact, and “deepening the guest experience in meaningful ways.”

Rather than tracking and accumulating points or tiered status, members experience curated perks and exclusive opportunities based on engagement rather than transactional metrics. The brand, which has 13 properties open and eight under development, said it is “moving away from the culture of overconsumption and toward a more intentional, values-led way to travel.”

For every qualifying stay, 1% of the qualifying spend is donated to one of three leading environmental nonprofits: the Natural Resources Defense Council (NRDC), Oceanic Global, or Green Our Planet. Members choose the cause and all donations are managed by GlobalGiving, ensuring transparency and compliance.

For every new membership, 1 Hotels will 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.

Members will also be able to access exclusive rates, personalized touches, and benefits designed to reflect their values and travel styles. Perks like room upgrades, late check-out, and early access to special launches or partner experiences are available to all members, granted based on availability, not status, with priority given to guests who stay most frequently.

Membership also have access to immersive experiences based on the destination. For example, at 1 Hotel Copenhagen, they can join a guided culinary bike ride through the city, complete with a chef-prepared hot picnic lunch. 1 Hotel South Beach will offer a behind the scenes look at AVIV’s kitchen with a hands-on workshop in traditional saluf bread and hummus-making.

The 1 Hotels web and mobile app portal allow guests to customize their stay, select their preferred environmental organization for donations, and track their personal impact over time. The 1 Hotels App offers mobile check-in, room controls, dining reservations, Audi e-tron test drives, curated local recommendations, direct chat support, and on-demand wellness videos.

Program perks are also tied to like-minded, sustainability-focused 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. Members will also get a special discount on vehicle purchases from Audi (U.S. only).

“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,” said Barry Sternlicht, founder of 1 Hotels and Chairman of Starwood Hotels. “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, added, “This program was created with intention: for travelers who expect more from the brands they choose and want to be part of something meaningful.”