Core Concept - 1 Hotels is launching Mission Membership, a purpose-driven loyalty program that emphasizes personalization and environmental impact rather than traditional points-based rewards [1][2][5] Program Structure - Mission Membership focuses on a human-centered approach, offering curated perks and exclusive opportunities based on member engagement rather than transactional metrics [2][5] - Members can choose where their contributions go, with 1% of qualifying spend donated to environmental nonprofits like NRDC, Oceanic Global, or Green Our Planet [3] Environmental Commitment - For each new member, 1 Hotels will plant a tree through its partnership with the Arbor Day Foundation, aiming to support the growth of 100,000 trees in California [3] - The program is designed to create a lasting impact, allowing members to engage in meaningful environmental contributions [3][5] Exclusive Perks - Members will receive unique benefits from sustainability-focused brands, including discounts on wellness services and vehicle purchases from Audi [4][5] - Exclusive experiences are offered at various locations, such as culinary bike rides and private mixology classes, enhancing the guest experience [6] Technology Integration - A significant investment in technology ensures a hyper-personalized experience for members, allowing them to customize their stays and track their impact [8] - The 1 Hotels App facilitates mobile check-in, room controls, and access to wellness content, streamlining guest engagement [8] Brand Expansion - 1 Hotels is expanding its portfolio with new properties in various global locations, including Cabo San Lucas, Paris, and Tokyo, while continuing to develop its Mission Membership program [9][10]