1 Hotels has introduced Mission Membership, a loyalty concept designed to move away from traditional points-based systems and toward a model centered on personalization and environmental action. The program is positioned as a relationship-based approach rather than a transactional structure based on points or tiered status.
“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.”
Mission Membership allows guests to access benefits from the moment they join with perks that evolve based on engagement rather than spending thresholds. The program removes traditional point accumulation in favor of a personalized rewards structure shaped by participation.
For every qualifying stay, one percent of the qualifying spend is donated to one of three environmental nonprofit organizations: Natural Resources Defense Council, Oceanic Global or Green Our Planet. Members choose which organization will receive their contribution. All donations are administered through GlobalGiving. The program also includes a tree-planting component through a partnership with the Arbor Day Foundation for every new member who enrolls. This initiative continues a previously stated pledge to support the growth of 100,000 trees in California nurseries to assist with ecosystem restoration following wildfires.
“1 Hotels Mission Membership is the next step in our evolution as a hospitality brand with purpose,” said Raul Leal, CEO of Starwood Hotels. “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.”
Members receive access to exclusive rates, personalized services and benefits such as room upgrades, late check-out and early access to special launches or partner experiences. These benefits are granted based on availability rather than membership status with priority given to guests who stay most frequently.
Mission Membership also provides access to destination-based experiences at several properties. These include a guided culinary bike ride with a chef-prepared picnic at 1 Hotel Copenhagen, a kitchen workshop at 1 Hotel South Beach, mixology classes at 1 Hotel Seattle, seasonal tastings at 1 Hotel Brooklyn Bridge and wine and cheese pairings at 1 Hotel Toronto.
“With 1 Hotels Mission Membership, we’ve designed a concept that lets travelers embrace both purpose and pleasure,” said Toni Stoeckl, chief marketing officer of Starwood Hotels. “Our members can immerse themselves in the beauty of nature, enjoy highly personalized stays, and know they’re making a positive impact at the same time. It’s the best of all worlds.”
The company has also expanded its technology platform to support the program. Members use a web and mobile app portal to manage preferences, select nonprofit partners and track personal impact. The 1 Hotels App allows mobile check-in, room controls, dining reservations, Audi e-tron test drives, local recommendations and chat support. New features also include Alo Moves wellness videos.
Mission Membership extends across sister brands Baccarat Hotels and Treehouse Hotels with shared guest preferences, though some benefits differ by brand.
