1 Hotels, a luxury lifestyle brand founded by Barry Sternlicht, has unveiled its new Mission Membership programme, a loyalty initiative that prioritises environmental impact and personalisation over traditional points systems. Launched on 8 December, the programme allows members to contribute 1% of their qualifying spend to one of three environmental nonprofits: the Natural Resources Defence Council, Oceanic Global, or Green Our Planet. Members can choose which cause to support, with donations managed by GlobalGiving.
The programme is designed to deepen the guest experience by offering curated perks and exclusive opportunities. Unlike conventional loyalty schemes, Mission Membership focuses on engagement rather than transactional metrics, reflecting 1 Hotels' commitment to sustainability and mindful luxury. As part of the initiative, a tree is planted for every new member through a partnership with the Arbor Day Foundation, supporting the growth of 100,000 trees in California.
Members enjoy unique benefits from sustainability-focused brands such as Everlane and Remedy Place, with additional perks like room upgrades and early access to special events. Starting in 2026, members will also receive discounts on Audi vehicles in the US.
Raul Leal, CEO of Starwood Hotels, stated, "This programme was created with intention for travellers who expect more from the brands they choose and want to be part of something meaningful." The initiative also includes immersive experiences at various 1 Hotels locations, such as culinary bike rides in Copenhagen and mixology classes in Seattle.
The Mission Membership programme is part of 1 Hotels' broader strategy to integrate sustainability into the guest journey, offering a platform for impact whilst enhancing the travel experience.
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