Accompany Creative Launches "Where Giving Back is Second Nature" for 1 Hotels' Mission Membership Evolution

Apr. 24, 2026

As 1 Hotels unveils the next evolution of its philanthropic membership program, 1 Hotels Mission Membership™, the brand is also debuting a new creative campaign developed in partnership with purpose-driven agency Accompany Creative. The campaign, entitled “Where Giving Back is Second Nature,” reflects a bold reimagining of hospitality rewards— one that’s never been done before — and centers on environmental impact, emotional resonance, and immersive guest experiences.

Toni Stoeckl, Chief Marketing Officer of Starwood Hotels said:

"1 Hotels Mission Membership is about reimagining what a hospitality membership program can be. It’s not about status or chasing points: It’s about creating a community of travelers who care about their impact and offering them meaningful benefits while ensuring their stays contribute to a greater purpose."

 

The agency developed the campaign concept to highlight the luxury of choosing how you give back, helping guests feel both inspired and impactful. The creative leverages a first-person perspective to show guests engaging with sustainability and sophistication in a personal, intuitive, and emotionally rewarding way.  

Rolling out now, the media buy includes paid social (Meta & Tiktok), CTV / streaming, sponsored content and owned channels (email, organic social, website, on-property).

Jason Keehn, Founder, Accompany Creative said:

"It's been an honor to partner with 1 Hotels—an iconic brand in sustainable luxury and lifestyle. Their commitment to nature is so deeply embedded in the brand DNA that the ‘heavy lifting’ around creating an authentic purpose was already done; the team simply needed powerful storytelling. What made this project especially rewarding was the hospitality category itself—it offers such a rich canvas for immersive, mission-led experiences. Ideating how a purpose-driven idea can infuse the 360 guest experience, well beyond content and advertising, is just a lot of fun."

 

The campaign’s structure includes one overarching hero video introducing the Mission Membership program, alongside three cinematic partner spotlights bringing to life the impact of each nonprofit, which guests can choose to support with their stay.

As the work rolls out and scales, each of these pillars can come to life through thematic on-property experiences—ranging from curated cocktails to wellness programming to sustainable lifestyle accessories. These activations allow guests to engage with each cause in a multi-sensory way, reinforcing the idea that giving back is not just a gesture, but a lifestyle woven into every touchpoint of the stay.

Rooted in 1 Hotels’ ethos of sustainability and mindful luxury, the new 1 Hotels Mission Membership program is designed for guests who seek a deeper connection to their travels and the planet. Rather than tracking and accumulating points or tiered status, Mission Membership takes a human-centered approach to rewards. Members experience a relationship-driven model with curated perks and exclusive opportunities that evolve based on engagement rather than transactional metrics.

To that end, the program ensures that every stay has an impact, where 1% of every qualifying stay is donated to one of three leading environmental causes, structured as three pillars that bring the campaign to life: 

• Make Waves (supporting nonprofit Oceanic Global)
• Grow Forth (supporting nonprofit Green Our Planet)
• Stay Wild (supporting nonprofit Natural Resources Defense Council)

Guests may choose the cause closest to their heart, and all donations are managed by GlobalGiving, ensuring transparency and compliance. In addition, for every new member who joins, 1 Hotels will plant a tree through its partnership with the Arbor Day Foundation.

 Members can continue to enjoy the core perks they’ve come to love about Mission Membership, including exclusive member rates and personalized touches during their stays. The expanded benefits now include first-to-book access to special launches, partner perks, complimentary room upgrades (upon availability), late check-out (upon availability), and access to exclusive offers and experiences that reflect the guest’s personal interests and travel style. 

The Member Portal enhances personalization and engagement, allowing guests to customize their stay experience, select their preferred environmental organization for donations, and track their personal impact over time. The 1 Hotels App further streamlines the experience with mobile check-in, room controls, in-room dining, neighborhood guides, and direct chat support, making it easier than ever to engage with the brand.