Starwood’s 1 Hotels has officially relaunched its loyalty program, introducing a refined structure designed to match the brand’s upscale, sustainability-driven identity.
Known for its eco-luxury ethos, natural design language and commitment to environmental responsibility, 1 Hotels is using this rebuild to elevate both the guest experience and its position in the premium hospitality market.
For travelers who value thoughtful design, responsible travel and elevated comfort, the update reflects a major step forward.
Enhanced Benefits with a Sustainability Focus
The refreshed loyalty program features a clear tier system, with benefits that grow meaningfully as members advance. Early check-in, late check-out and exclusive offers form the base level, while upper tiers add suite upgrades, guaranteed room availability and priority access during peak travel periods.
Unique to 1 Hotels, members can also redeem or contribute rewards toward sustainability initiatives, including carbon offsets and environmental impact projects. This blend of luxury perks and eco-driven benefits allows members to align their stays with their values.
A notable component of the relaunch is the status-match and fast-track period. Guests with elite status in other hotel programs can gain similar standing with 1 Hotels, encouraging loyalty travelers from larger chains to explore the eco-luxury brand. With new hotel openings planned around the world, the company is positioning the refreshed program as a gateway for travelers seeking premium stays with a lighter environmental footprint.
A Growth Strategy Aligned With Premium Travelers
The loyalty overhaul arrives as Starwood’s 1 Hotels continues an ambitious expansion plan, adding properties in major cities and resort destinations that appeal to high-end leisure and business travelers. As sustainable luxury becomes a defining trend in global hospitality, the timing reinforces the brand’s commitment to bridging upscale travel with environmental purpose.
For travelers planning future stays, the updated program offers tangible advantages – promotional earning opportunities, stronger perks for early adopters, and a more seamless experience across the brand’s growing portfolio. Industry analysts note that loyalty programs are becoming a central differentiator for premium hotel brands, especially those catering to travelers who want authenticity, design excellence and meaningful benefits.
In today’s travel landscape, guests expect more than points and upgrades – they look for a brand identity that reflects their lifestyle. The relaunched 1 Hotels loyalty program responds to that shift, presenting travelers with a blend of high-touch service, personalized rewards and sustainability-driven values.
As Starwood’s eco-luxury brand continues to expand globally, the new program enhances its appeal for guests who want both elevated comfort and purpose-driven travel experiences.
