1 Hotels has introduced a new way of rewarding travelers with its Mission Membership, a values-driven program designed to deepen guest connection and while having a positive impact on the environment. Instead of relying on points or tiered status, the program focuses on personalization, purpose, and mindful travel. Rooted in the brand’s commitment to sustainability and intentional luxury, and offers curated perks and meaningful experiences from the moment guests join.
1 Hotels Founder and Chairman of Starwood Hotels, Barry Sternlicht, 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.”
Starwood Hotels CEO Raul Leal added, “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 travelers who expect more from the brands they choose and want to be part of something meaningful.”
A cornerstone of the program is its emphasis on giving back. For every qualifying stay, 1% of the qualifying spend is donated to one of three leading environmental nonprofits: NRDC, Oceanic Global, or Green Our Planet, chosen directly by the member. Additionally, every new member triggers the planting of a tree through the Arbor Day Foundation, contributing to 1 Hotels’ broader ecological restoration goals.
Additionally, Mission Membership grants access to exclusive perks from aligned wellness and lifestyle partners such as Everlane, Remedy Place, HigherDOSE, and Perplexity, with Alo Wellness Club joining in 2026. Members also receive preferred rates, upgrades based on availability, and unique destination-specific experiences, from culinary bike tours in Copenhagen to mixology classes in Seattle and hands-on cooking workshops in South Beach. These offerings make each stay more immersive and tailored to individual interests.
To support its personalized approach, 1 Hotels has invested heavily in its technology platform. Through the Mission Membership portal and the 1 Hotels App, members can customize their travel preferences, manage donations, explore curated recommendations, and track their cumulative impact. The program also extends across sister brands, including Baccarat Hotels and Treehouse Hotels, allowing guests to enjoy seamless recognition across properties.
Learn more about becoming a member here.