1 Hotels

What 1 Hotels does

1 Hotels is a privately-held mission-driven luxury lifestyle hotel brand founded by Barry Sternlicht under Starwood Capital Group and operated through SH Group Operations, L.L.C. (governed under Florida law). The brand launched in 2016 with properties in Brooklyn Bridge and Central Park and has expanded to a global portfolio of 15 operating hotels spanning North America, Europe, and Asia Pacific — including marquee locations in Tokyo (opened March 2026 via Mori Trust), Melbourne, Mayfair, Copenhagen, San Francisco, and Hawaii — with additional properties in Austin (August 2026), Paris, Crete, Diriyah, San Miguel de Allende, and Cabo San Lucas in the pipeline.

The core offering combines luxury accommodations with biophilic, sustainability-led design (reclaimed materials, salvaged structural elements, native landscaping). Revenue is generated through six streams: room revenue (with Mission Membership rates providing at least a 2% discount to loyalty members), food and beverage at on-site restaurants (NiNi, Spotted Stone, Neighbors Café, Dovetale, Crane Bar, From Here by Mike), Bamford Wellness Spa and fitness programming, Goodthings e-commerce retail, Certified Sustainable Gatherings events and weddings, and The Retreat Collection premium suites. Pricing varies by property and season and is not publicly disclosed.

Distribution is direct-to-consumer centric via 1hotels.com, iOS and Android apps, and a central reservations line, supported by an enterprise sales function for meetings, events, and corporate group bookings. Customer segments include eco-conscious luxury travelers (primary), corporate event clients, and wedding/social celebrations. Mission Membership, the purpose-driven loyalty program launched December 8, 2025 via GlobalGiving, Arbor Day Foundation, NRDC, Oceanic Global, and Green Our Planet partnerships, had reached 200,000+ members by mid-2026 — over a third joining without paid marketing. Technology is built on Salesforce CRM for personalization and Microsoft Clarity for behavioral analytics; the brand holds CASBEE S certification in Japan and pursues LEED certifications elsewhere.

Name

1 Hotels

Legal name

SH Group Operations, L.L.C.

Website

https://1hotels.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

1 Hotels is a privately-held luxury lifestyle hotel brand under Starwood Capital Group operating 15 global properties with biophilic design and a purpose-driven Mission Membership loyalty program, serving eco-conscious luxury travelers, corporate event clients, and wedding couples through direct-to-consumer distribution.

Ownership category

akta.pro rank

Product category

Luxury Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Luxury Eco-Resorts (THAGACAK)

akta.pro secondary industries

Eco-Boutique & Sustainable Lifestyle Hotels (THAGADAE), Luxury Boutique & Lifestyle Resorts (THAGACAO), Luxury Wellness & Spa Resorts (THAGACAG)

Keywords

• Luxury hotel accommodation
• Sustainable hospitality services
• Hotel spa wellness
• Hotel dining restaurants
• Corporate event venues

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Room Revenue: Core revenue from luxury hotel room bookings across 15 operating properties globally. Room rates vary by property and season; Mission Rate provides minimum 2% discount for loyalty members.
2. Food & Beverage: Restaurants and bars at each property including NiNi, Spotted Stone, Neighbors Café (Tokyo), From Here by Mike, Crane Bar (Melbourne), Dovetale (Mayfair), and multiple other dining venues. Emphasis on sustainably sourced, organic ingredients.
3. Bamford Wellness Spa: Integrated wellness services including spa treatments, fitness facilities, Mind & Movement classes, and wellness programming at all properties.
4. Retail - Goodthings Shop: E-commerce platform selling signature sustainable products including fragrance (Eau de Parfum, Ambient Oil, Candles), bedding, and curated partner brands.
5. Meetings & Events: Certified Sustainable Gatherings for corporate events, weddings, and social gatherings. Event spaces, private dining, and meeting rooms available across properties.
6. The Retreat Collection: Premium suite and penthouse offerings at properties including Tokyo and Melbourne for extended stays and luxury experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

1 Hotels operates luxury hotel properties offering overnight accommodations, on-site restaurants and bars, Bamford Wellness Spa services, fitness and Mind & Movement classes, pet-friendly amenities, and event venues for corporate gatherings and weddings under the Certified Sustainable Gatherings program. The brand sells sustainable lifestyle products through the Goodthings retail shop and runs Mission Membership, a purpose-driven loyalty program that donates 1% of qualifying stay spending to environmental nonprofits and plants one tree per new member.

Differentiator

Problem solved

Functional benefit

Brands

• Bamford Wellness Spa: Integrated wellness spa concept founded on holistic approach to body, mind and soul wellness.
• Mission Membership
• Goodthings
• Certified Sustainable Gatherings
• The Retreat Collection
• 1 Homes

Products and services

• Luxury Hotel Accommodations Overnight stays in luxury rooms, suites, and penthouses across 15 operating properties in North America, Europe, and Asia Pacific, featuring biophilic design, reclaimed materials, and nature-immersive aesthetics for affluent individual travelers.
• Bamford Wellness Spa

Quantifiable outcome

• 82,000+ trees planted through Mission Membership
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered minor and core.

• E2 (Economy + Environment)minorStrategic or Co-development Partner · 1 April 2026Annual E2 1 Hotels Fellows program selecting six environmental entrepreneurs each receiving $10,000 grants for sustainability projects. Eighth year of partnership focusing on urban solar, microgrids, career development, data centers, and AI.
• GlobalGivingcoreStrategic or Co-development Partner · 8 December 2025Mission Membership donation management partner facilitating charitable contributions to NRDC, Oceanic Global, and Green Our Planet from member spending. Manages nearly $1M in donations generated since launch.
• Arbor Day FoundationcoreStrategic or Co-development Partner · 8 December 2025Tree planting partner for Mission Membership; one tree planted for each new membership signup. Funded 82,000+ tree plantings since program launch.
• NRDC (Natural Resources Defense Council)coreStrategic or Co-development Partner · 8 December 2025Environmental nonprofit partner in Mission Membership; one of three causes members can direct 1% of stay spending to support.
• Oceanic GlobalcoreStrategic or Co-development Partner · 8 December 2025Environmental nonprofit partner in Mission Membership; focused on ocean conservation; one of three causes members can direct donations to.
• Green Our PlanetcoreStrategic or Co-development Partner · 8 December 2025Environmental nonprofit partner in Mission Membership; focuses on environmental education and conservation; one of three causes for member donations.
• Bamford Wellness SpacoreStrategic or Co-development PartnerIntegrated wellness brand partnership providing spa services across all 1 Hotels properties. Includes treatments, wellness programming, and Mind & Movement classes.
• Starwood HotelscoreImplementation/ SI/ Consulting PartnerParent company managing 1 Hotels brand operations, including loyalty programs, marketing, development, and property management.
• Mori TrustcoreOthersJapanese real estate developer collaborated on 1 Hotel Tokyo development as part of Tokyo World Gate Akasaka mixed-use project.
• Lincoln Property CompanyminorOthersDeveloper partner for 1 Hotel Austin property anchoring 74-story Waterline mixed-use development in downtown Austin.
• Kairoi ResidentialminorOthersDeveloper partner for 1 Hotel Austin property in Waterline development.
• Green Key GlobalminorStrategic or Co-development PartnerEnvironmental sustainability certification organization assessing and certifying hotels. Partnership with Greater Miami CVB subsidizing 50% of first-year certification costs for Miami properties.
• SalesforcecoreTechnology or IntegrationCRM platform enabling Mission Membership personalization at scale; customer data platform for loyalty program member experiences.
• Anatomy FitnessminorStrategic or Co-development PartnerFitness partnership at Hanalei Bay Nature's Wellness Sanctuary providing advanced fitness training and strength programming.
• Vitality KauaʻiminorStrategic or Co-development PartnerLocal wellness partner at Hanalei Bay providing integrated wellness experiences including science-backed health diagnostics.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Rosewood Hotels & Resorts: Rosewood operates a global portfolio of luxury hotels and residences with strong wellness and design narratives. Comparable on luxury lifestyle positioning, urban and resort mix, residential extensions, and integrated spa/culinary concepts.
• Aman Resorts: Aman is an ultra-luxury hotel and residential brand emphasizing serene design, wellness, and destination-led experiences. Comparable on luxury positioning, wellness integration, and the combination of hotels and branded residences, though at a higher price tier than 1 Hotels.
• Six Senses Hotels Resorts Spas: Six Senses is the most direct competitor to 1 Hotels—operates luxury, sustainability- and wellness-focused hotels and resorts globally under IHG. Closely aligned on biophilic design, integrated wellness programming, and eco-credentials, with comparable price points and target guest profile.
• 1 Hotel competitor: EDITION Hotels: EDITION is a Marriott lifestyle-luxury brand with design-forward urban and resort hotels at comparable price points. Overlaps with 1 Hotels on the lifestyle luxury traveler, modern design aesthetic, and integrated F&B/nightlife, though EDITION does not center sustainability as its core narrative.

Emerging players

• Soho House: Soho House operates a global membership-based network of hotels and clubs with strong design, wellness, and community positioning. Comparable on membership-driven model, design sensibility, and affluent millennial/Gen X traveler, though Soho House is more club/community-led than sustainability-led.

Broad incumbents

• Bulgari Hotels & Resorts: Bulgari is a sister brand under the Starwood Capital ecosystem alongside 1 Hotels, Baccarat, and Treehouse. Comparable on ultra-luxury positioning and global urban/resort portfolio, though Bulgari is luxury-jewelry branded rather than sustainability-themed.
• Marriott International (Luxury Collection, W, JW): Marriott's luxury and lifestyle portfolio competes for the same global luxury traveler with comparable design-led and wellness-integrated properties. The Luxury Collection and JW Marriott directly overlap with 1 Hotels' premium positioning.
• Six Senses competitor: 1 Hotel competitor: Treehouse Hotels: Treehouse is a Starwood Capital sibling brand to 1 Hotels with a playful, sustainability-aware positioning. Comparable on eco-conscious luxury and Starwood operational infrastructure, though Treehouse targets a younger, less premium segment than 1 Hotels.
• Hyatt (Alila, Andaz, Park Hyatt): Hyatt's lifestyle and luxury brands (Alila, Andaz, Park Hyatt, Thompson) compete for the same affluent traveler with sustainability and design-forward positioning. Alila specifically overlaps on eco-resort positioning in Asia Pacific.
• Baccarat Hotels: Baccarat is a luxury hotel brand within the Starwood Hotels portfolio managed alongside 1 Hotels. Comparable on luxury positioning and shared operating/back-office infrastructure, but Baccarat emphasizes crystal-jewelry heritage rather than nature-led sustainability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/1hotelss
• YouTubeyoutube.com/channel/UCH2q5uF3_ga9bucN1OTnNpg
• Facebookfacebook.com/1hotels
• LinkedInlinkedin.com/company/1-hotels
• Instagraminstagram.com/1hotels
• TikToktiktok.com/@1hotels

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 1 Hotels