1 Hotels
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.
- Company typePrivate
- Founded2015
- HeadquartersSan Francisco, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
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.
1 Hotels firmographics
Firmographics- 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
1 Hotels industry classification
Industry- 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
Where 1 Hotels is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices16 records
Markets served
1 Hotels business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- 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.
- Bamford Wellness Spa: Integrated wellness services including spa treatments, fitness facilities, Mind & Movement classes, and wellness programming at all properties.
- Retail - Goodthings Shop: E-commerce platform selling signature sustainable products including fragrance (Eau de Parfum, Ambient Oil, Candles), bedding, and curated partner brands.
- Meetings & Events: Certified Sustainable Gatherings for corporate events, weddings, and social gatherings. Event spaces, private dining, and meeting rooms available across properties.
- The Retreat Collection: Premium suite and penthouse offerings at properties including Tokyo and Melbourne for extended stays and luxury experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Mission Membership with environmental impact focus instead of traditional tiers |
| Unit Pricing | Pay-as-you-go | Limited-time Dessert & Cocktail Pairing at NiNi Bar Tokyo |
| Other | Pay-as-you-go | Tokyo Property Fees |
| Unit Pricing | Pay-as-you-go | Melbourne Property Fees |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
1 Hotels product offering
Product offeringCore 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
Companies that use 1 Hotels
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
1 Hotels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
1 Hotels partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- E2 (Economy + Environment)minorAnnual 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.
- GlobalGivingcoreMission 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 FoundationcoreTree 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)coreEnvironmental nonprofit partner in Mission Membership; one of three causes members can direct 1% of stay spending to support.
- Oceanic GlobalcoreEnvironmental nonprofit partner in Mission Membership; focused on ocean conservation; one of three causes members can direct donations to.
- Green Our PlanetcoreEnvironmental nonprofit partner in Mission Membership; focuses on environmental education and conservation; one of three causes for member donations.
- Bamford Wellness SpacoreIntegrated wellness brand partnership providing spa services across all 1 Hotels properties. Includes treatments, wellness programming, and Mind & Movement classes.
- Starwood HotelscoreParent company managing 1 Hotels brand operations, including loyalty programs, marketing, development, and property management.
- Mori TrustcoreJapanese real estate developer collaborated on 1 Hotel Tokyo development as part of Tokyo World Gate Akasaka mixed-use project.
- Lincoln Property CompanyminorDeveloper partner for 1 Hotel Austin property anchoring 74-story Waterline mixed-use development in downtown Austin.
- Kairoi ResidentialminorDeveloper partner for 1 Hotel Austin property in Waterline development.
- Green Key GlobalminorEnvironmental sustainability certification organization assessing and certifying hotels. Partnership with Greater Miami CVB subsidizing 50% of first-year certification costs for Miami properties.
- SalesforcecoreCRM platform enabling Mission Membership personalization at scale; customer data platform for loyalty program member experiences.
- Anatomy FitnessminorFitness partnership at Hanalei Bay Nature's Wellness Sanctuary providing advanced fitness training and strength programming.
- Vitality KauaʻiminorLocal wellness partner at Hanalei Bay providing integrated wellness experiences including science-backed health diagnostics.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
1 Hotels competitors and assessment
Company assessmentDirect 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
1 Hotels social profiles
Digital presence1 Hotels financial estimates
Financial estimateRevenue estimate
Valuation estimate
1 Hotels leadership team
Management profileNumber of profiles
Profiles2 records
1 Hotels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
1 Hotels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 1 Hotels
What does 1 Hotels do?
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.
Is 1 Hotels a public or private company?
1 Hotels is a private company. It is classified as corporate owned and is currently operating.
When was 1 Hotels founded?
1 Hotels was founded in 2015. It employs 1,001 to 5,000 people.
Where is 1 Hotels based?
1 Hotels is headquartered in San Francisco, United States, in the North America region.
How does 1 Hotels make money?
Six revenue lines are on record. Room Revenue is the primary driver. The others are food & Beverage, bamford Wellness Spa, retail - Goodthings Shop, meetings & Events and the Retreat Collection.
Who are 1 Hotels's main competitors?
Direct peers on record are Rosewood Hotels & Resorts, Aman Resorts, Six Senses Hotels Resorts Spas and 1 Hotel competitor: EDITION Hotels. Soho House is listed as an emerging player. Broad incumbents are Bulgari Hotels & Resorts, Marriott International (Luxury Collection, W, JW), Six Senses competitor: 1 Hotel competitor: Treehouse Hotels, Hyatt (Alila, Andaz, Park Hyatt) and Baccarat Hotels.
Does 1 Hotels have an API?
No public API is recorded for 1 Hotels.
What industry is 1 Hotels in?
1 Hotels's product category is Luxury Hospitality. Its primary akta.pro industry code is THAGACAK, Luxury Eco-Resorts, with a secondary code of THAGADAE, Eco-Boutique & Sustainable Lifestyle Hotels. Its NAICS code is 72111 and its SIC code is 7000.