tl;dr – The new program is called ‘Mission Membership’. Yikes.
1Hotels, a growing hotel chain founded by billionaire Barry Sternlicht, recently launched a new loyalty program titled ‘Mission Membership’. Sternlicht, if you’re unfamiliar, is the founder of Starwood Hotels and Resorts, which sold to Marriott in 2016, thus bringing the entire Sheraton portfolio, W Hotels, and Westin (amongst other brands) into the big “M’s” domain.
In many ways, 1Hotels feels like the second coming of Starwood Hotels and Resorts. 1Hotels’ parent company is literally Sternlicht’s investment firm named “Starwood Capital Group,” and the brand’s ethos includes a nod to wellness and sustainability, which were a big part of the Westin brand.
Sternlicht is also quite a controversial figure. Back in 2023, following the October 7th attacks which kicked off the latest iteration of the Gaza War, Sternlicht was one of the orchestrators of a long-running Whatsapp chat featuring several billionaires, global business leaders, and politicians, with the “stated goals of “chang[ing] the narrative” in favor of Israel and “help[ing] win the war” of U.S. public opinion”, and included the discussion of campaign donations to then NYC Mayor Eric Adams, in exchange for increased action and pressure against the Columbia University protests.
Mission Membership
According to “1 Hotels is reimagining loyalty with a purpose-driven program that offers personalization while making a meaningful impact.” According to the hotel chain’s website, Mission Membership represents a bold departure from traditional points-based programs, focusing instead on personalization, environmental impact, and deepening the guest experience in meaningful ways.’
Through Mission Membership, ‘1 Hotels is moving away from the culture of overconsumption and toward a more intentional, values-led way to travel.’
So what are the benefits, you ask?
Mission Members can rest easy knowing their stays deliver ‘real world impact’:
“For every qualifying stay, 1% of the qualifying spend is donated to one of three leading environmental nonprofits: the Natural Resources Defense Council (NRDC), Oceanic Global, or Green Our Planet. Members choose the cause closest to their heart, and all donations are managed by GlobalGiving, ensuring transparency and compliance. And for every new member who joins, 1 Hotels will plant a tree through its partnership with the Arbor Day Foundation—building on its recent pledge to support the growth of 100,000 trees in California nurseries to help restore local ecosystems impacted by wildfires.”
Ok…
Though it’s not clear how they will be doled out, members will also, allegedly, receive tangible benefits such as “exclusive rates, personalized touches, and meaningful benefits designed to reflect their values and travel styles. Perks like room upgrades, late check-out, and early access to special launches or partner experiences are available to all members, granted based on availability, not status, with priority given to guests who stay most frequently.”
Hmm…
There will also be property-specific benefits and experiences. For example, “At 1 Hotel Copenhagen, members can join a guided culinary bike ride through the city, complete with a chef-prepared hot picnic lunch. 1 Hotel South Beach invites members behind the scenes at AVIV’s kitchen for a hands-on workshop in traditional saluf bread and hummus-making. At 1 Hotel Seattle, private mixology classes highlight locally distilled spirits and regionally sourced ingredients. 1 Hotel Brooklyn Bridge hosts seasonal tastings personally curated by Chef Jonathan Waxman, while 1 Hotel Toronto offers a wine and cheese pairing led by Certified Sommelier Laura Macdonald-Rumi.”
Once again…ok.
My Take
Firstly, “Mission Membership” is a curious choice. Is this just a loyalty program, or will I need to hide from the Latter Day Saints who come knocking at my door to spread the Gospel once I join?
I’m all for ‘giving back,’ however, I’ve long been a believer that corporate philanthropy is a bunch of BS. I love trees as much as the next person, but maybe it’s time we just agree that these sorts of campaigns are just scams.
1Hotels also plans to give out one-of-a-kind perks from “sustainable brands” like “Everlane, Remedy Place, HigherDOSE, and Perplexity.” Lol, Perplexity? The entire campaign is focused on reducing travel’s excess, and you want to partner with what might be the single most overhyped, overfunded, and bloated AI brand today?
Look, it’s nearing the end of 2025. I think it’s OK to acknowledge the capitalistic-undying-race-to-the-bottom/transactional nature of much of the world, and figure out what works for you, in terms of how you ‘give back’, within that realm. For my part, I certainly don’t get enamored with any for-profit organization that promises it do ‘it’s part’ on my behalf.
In case it’s not obvious, staying at a 1Hotel property isn’t on my to-do list anytime soon, but a note to 1Hotel’s marketing team: please stop messing around and just give folks their rewards points.
