1 Hotels Launches Purpose-Driven Mission Membership™ for 2026: A New Era of Sustainable Travel

Published on December 9, 2025

In a world increasingly focused on sustainability, 1 Hotels is changing the landscape of hotel loyalty programs. Introducing the Mission Membership™, this new initiative marks a major departure from traditional loyalty programs, aiming to offer travellers not just perks but a meaningful impact on the planet. The membership focuses on personalisation, environmental consciousness, and deepening guest experiences, creating a loyalty system based on values rather than just points or status.

A New Era of Purpose-Driven Travel

The Mission Membership™ program is designed for travellers who seek more than just luxury accommodations. Rooted in 1 Hotels’ ethos of sustainability and mindful luxury, this program offers members a chance to align their travels with their personal values. Unlike typical loyalty schemes, which focus on accumulating points for free nights or upgrades, Mission Membership™ is based on engagement, with guests receiving rewards tied to their commitment to sustainability and environmental causes. This innovative approach ensures that members experience a more human-centred travel model.

Turning Stays Into Impactful Actions

1 Hotels has ensured that every stay through the Mission Membership™ program contributes to a greater cause. For every qualifying stay, 1% of the total spend is donated to one of three prominent environmental non-profits: the Natural Resources Defense Council (NRDC), Oceanic Global, or Green Our Planet. Guests can choose which cause they want their donation to support, offering them full control over their impact. The program is fully transparent, with donations managed by GlobalGiving to ensure accountability and proper compliance.

Additionally, for every new member that joins, 1 Hotels plants a tree in partnership with the Arbor Day Foundation. This effort aims to support the restoration of ecosystems in California, with the ambitious goal of planting 100,000 trees in the region’s nurseries to help restore areas affected by wildfires.

Exclusive Perks for Sustainable Travellers

Beyond donations and environmental impact, Mission Membership™ offers exclusive benefits designed to enrich the travel experience. Members can enjoy curated perks from sustainability-focused brands, including Everlane, Remedy Place, and HigherDOSE, among others. Starting in 2026, Alo Wellness Club will also offer on-demand yoga, fitness, and meditation classes for members. For those interested in eco-friendly transportation, the program also offers discounts on Audi vehicle purchases in the U.S.

By redefining loyalty, 1 Hotels has created a model that encourages guests to engage with sustainability in more meaningful ways. Members not only enjoy exclusive discounts and offers but also gain access to a world of unique experiences that reflect the brand’s core values.

Bespoke Travel Experiences with a Sustainable Twist

Members of the Mission Membership™ program will have access to special experiences tailored to showcase the unique culture and sustainability efforts of each destination. For instance, at 1 Hotel Copenhagen, members can embark on a guided culinary bike ride through the city, featuring a chef-prepared picnic lunch. Similarly, at 1 Hotel South Beach, members can take part in a hands-on cooking workshop focused on traditional saluf bread and hummus-making.

At 1 Hotel Seattle, guests can attend private mixology classes where they learn to create cocktails using locally distilled spirits and regionally sourced ingredients. For wine lovers, 1 Hotel Brooklyn Bridge offers seasonal tastings curated by renowned chef Jonathan Waxman, while 1 Hotel Toronto invites members to a wine and cheese pairing with a certified sommelier.

These are just a few examples of the types of immersive, sustainability-focused experiences available to members. Each property in the growing 1 Hotels portfolio offers unique ways to connect with local cultures while celebrating the importance of environmental stewardship.

Tech-Enhanced Personalisation for a Seamless Experience

To ensure that every member enjoys a tailored and seamless experience, 1 Hotels has invested heavily in its technology platform. The Mission Membership™ web and mobile apps provide members with complete control over their stay. Through the app, guests can choose their preferred environmental charity for donations, track their personal impact, and customise their travel experience based on personal preferences and values. The platform also offers mobile check-in, room controls, dining reservations, and local recommendations.

The app further enhances the experience by offering features like Alo Moves wellness videos, allowing members to enjoy on-demand fitness and mindfulness classes at any time. Moreover, the membership extends beyond 1 Hotels to include access to Baccarat Hotels and Treehouse Hotels, allowing members to share preferences across all three brands.

A Rewarding Future for Purpose-Driven Travellers

The introduction of Mission Membership™ by 1 Hotels signals a transformative shift in the hospitality industry. By combining luxury with purpose, 1 Hotels provides a unique opportunity for travellers to connect with the world in more meaningful ways. Whether through contributing to environmental causes or enjoying curated, sustainability-focused experiences, this program allows members to enjoy the best of both worlds: luxury and responsibility.

In an era where mindful travel is becoming increasingly important, 1 Hotels is paving the way for a new kind of loyalty program that rewards travellers for making a positive impact on the planet. As more people seek purpose-driven travel options, the Mission Membership™ program offers a compelling, innovative alternative to traditional loyalty schemes.