1 Hotels Launches a Different Kind of Loyalty Program

1 Hotels has launched a different kind of loyalty program – one that’s not based on points, but instead, on customer engagement. 

The hotel brand, managed by Starwood Hotels, calls its new 1 Hotels Mission Membership a “purpose-driven” system that rewards “both guests and the planet.” Through a large investment in technology, guests will receive special perks and offers on curated experiences from the moment they join. Members are also given opportunities to help the environment with their stay. 

“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.” 

One percent of qualifying spend on qualifying stays will go toward one of three organizations of the member’s choosing: the Natural Resources Defense Council (NRDC), Oceanic Global, or Green Our Planet. Also, for every new member who joins, one tree will be planted in partnership with the Arbor Day Foundation.  

Members get exclusive rates, personalized touches, and extras like room upgrades, late check-out, and early access to special launches or partner experiences – all accessible and customizable through the 1 Hotels web and mobile app portals. They’ll also have access to local experiences at different hotels, whether it’s a culinary bike ride at 1 Hotel Copenhagen or a private mixology class at 1 Hotel Seattle.

In addition, members can receive specialized perks from like-minded, sustainability-focused brands, including Everlane, Remedy Place, HigherDOSE, Perplexity, and, starting in 2026, Alo Wellness Club. U.S. members can also get special deals on Audi vehicles.