1 Hotels Launches Mission Membership, Its New Purpose-Driven Take on Loyalty

1 Hotels is rolling out a new kind of loyalty program — one that trades points and status tiers for personalization, sustainability, and experiences designed to make a broader impact.

Here’s what we know about this new type of loyalty program announced from 1 Hotels.

What To Know About 1 Hotels’ New Mission Membership

1 Hotels — the luxury, sustainability-focused brand behind properties like 1 Hotel South Beach, 1 Hotel Brooklyn Bridge, 1 Hotel Toronto, and 1 Hotel Copenhagen — is stepping into the loyalty space in a new way.

Until now, the company has never offered a traditional program with points or elite tiers. But now the brand is finally launching a loyalty program — just not the kind you might expect.

Instead of earning and redeeming points, 1 Hotel’s new loyalty program, called Mission Membership, takes a more personal, values-driven approach. Members get curated perks upon joining, which become more tailored with engagement. Perks like exclusive rates, room upgrades, late checkout, and early access to experiences will all be offered.

A major part of Mission Membership is its built-in give-back component. For every qualifying stay, 1% of your qualifying spend is donated to an environmental nonprofit that you can select:

• Natural Resources Defense Council (NRDC)
• Oceanic Global
• Green Our Planet

Additionally, 1 Hotels will plant a tree for every new Mission Member — and you can register for free here — helping support reforestation efforts in wildfire-affected parts of California.

On top of hotel-specific perks, members get access to benefits from like-minded brands such as Everlane, Remedy Place, HigherDOSE, and Perplexity, with Alo Wellness Club joining in 2026. U.S. members also receive a discount on Audi vehicle purchases.

Furthermore, as a member, you can customize preferences, choose your preferred nonprofit, track impact, use mobile check-in, manage room controls, book dining, schedule Audi e-tron test drives, and access Alo Moves wellness content directly through the app. Mission Membership also extends to Baccarat Hotels and Treehouse Hotels, though some benefits vary by property.

Final Thoughts

The launch of 1 Hotels’ new Mission Membership marks a vast change from the standard hotel loyalty program featuring elite status tiers and points-earning opportunities.

While many brands flaunt sustainability in their marketing, 1 Hotels is building it directly into its new loyalty program, tying each stay to environmental giving and offering members ways to engage beyond traditional perks.

Overall, it’s a unique twist on loyalty — an interesting concept that fits naturally with 1 Hotels’ long-standing identity as a sustainability-focused brand. It will be worth watching how guests respond, especially as more features roll out in 2026.