Hotel group Ennismore launches “Disloyalty”, a subscription-based loyalty program

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Ennismore, the British lifestyle hotel group, has recently introduced a new loyalty program, entitled “Disloyalty”. The program, which offers its members numerous benefits, is part of the group’s strategy based on brand development.

 

Lifestyle hotel group Ennismore has launched an innovative loyalty program, distinguished by its unconventional approach. Dubbed “Disloyalty”, the program allows members to enjoy a wide range of benefits without having to accumulate points, reach specific levels or wait for rewards.

 

By joining the new online platform for a monthly subscription fee of $18, members can immediately start enjoying their benefits, including discounts of up to 50% on stays at new participating hotels. Martina Luger, the company’s brand director, explains that the concept aims to encourage the exploration of new destinations and experiences, while avoiding complicated loyalty programs.

 

Slogans used to promote the concept include “Be loyal to your mother, not your hotel” and “If you like routine, get a dog. Otherwise, be disloyal”.

 

 

“We want to break the traditional loyalty model by not rewarding members for their loyalty, but encouraging them to discover the new,” said Sharan Pasricha, founder and co-CEO of Ennismore. “Disloyalty encourages fans of our brand to discover hotels, restaurants and bars in a new, digitally immersive and editorial way. This complements our current brand-centric strategy of delivering the best experiences on brand.com, resulting in more direct bookings.”

 

Five key benefits

 

Members of the Dis-loyalty program will enjoy five main benefits. These include

  • 50% discount on new hotel openings: This offer is valid for all stays made within the first three months following the opening of the hotel.
  • 20% discount on first stay at any hotel: Even customers who have already stayed at participating hotels can take advantage of this discount, as membership is reset to zero for new Dis-loyalty members.
  • 10% discount on subsequent stays.
  • 10% discount on food and beverage purchases: This offer applies equally to guests staying at the hotel and to locals who simply come in for a meal or a drink. It’s flexible and available at any time of day, for up to six people.
  • Free tea or coffee every day.

 

A key differentiator is the absence of blackout dates, meaning discounts can be used any day of the year.

 

Some Ennismore brands that don’t fit the focus on hotels and food and beverage discounts, such as Working From, are excluded from the program.

 

Next concept in September

 

Ennismore, which partnered with Accor in 2020, values revenue diversification beyond hotel rooms. Sharan Pasricha, founder and co-CEO, emphasized the importance of this strategy at the Skift World Forum in 2022.

 

Another concept, called “Dis-loyalty Drops”, will be launched at the end of September, offering limited-edition deals. This approach to immediate, easy-to-understand rewards reflects the culture of the Ennismore brand, which seeks to stimulate first stays and new experiences with immediately available discounts. This innovative approach, like the elimination of check-in and check-out times in its Hoxton brand, challenges the conventional guest experience.

 

Participating hotels are spread across some 50 destinations, including London, Dubai, Miami, Paris and Seoul. Ennismore also plans to open 15 properties over the next 12 months, with a 50% discount applicable at hotels such as The Hoxton in Vienna, SO/ Uptown Dubai, Hyde Ibiza, SO/ Maldives, 25hours Jakarta, SLS Barcelona, and Mondrian Gold Coast in Australia.

 

 

Read also >Accor revises its 2023 forecasts upwards

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Ennismore, the British lifestyle hotel group, has recently introduced a new loyalty program, entitled “Disloyalty”. The program, which offers its members numerous benefits, is part of the group’s strategy based on brand development.

 

Lifestyle hotel group Ennismore has launched an innovative loyalty program, distinguished by its unconventional approach. Dubbed “Disloyalty”, the program allows members to enjoy a wide range of benefits without having to accumulate points, reach specific levels or wait for rewards.

 

By joining the new online platform for a monthly subscription fee of $18, members can immediately start enjoying their benefits, including discounts of up to 50% on stays at new participating hotels. Martina Luger, the company’s brand director, explains that the concept aims to encourage the exploration of new destinations and experiences, while avoiding complicated loyalty programs.

 

Slogans used to promote the concept include “Be loyal to your mother, not your hotel” and “If you like routine, get a dog. Otherwise, be disloyal”.

 

 

“We want to break the traditional loyalty model by not rewarding members for their loyalty, but encouraging them to discover the new,” said Sharan Pasricha, founder and co-CEO of Ennismore. “Disloyalty encourages fans of our brand to discover hotels, restaurants and bars in a new, digitally immersive and editorial way. This complements our current brand-centric strategy of delivering the best experiences on brand.com, resulting in more direct bookings.”

 

Five key benefits

 

Members of the Dis-loyalty program will enjoy five main benefits. These include

  • 50% discount on new hotel openings: This offer is valid for all stays made within the first three months following the opening of the hotel.
  • 20% discount on first stay at any hotel: Even customers who have already stayed at participating hotels can take advantage of this discount, as membership is reset to zero for new Dis-loyalty members.
  • 10% discount on subsequent stays.
  • 10% discount on food and beverage purchases: This offer applies equally to guests staying at the hotel and to locals who simply come in for a meal or a drink. It’s flexible and available at any time of day, for up to six people.
  • Free tea or coffee every day.

 

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Ennismore, the British lifestyle hotel group, has recently introduced a new loyalty program, entitled “Disloyalty”. The program, which offers its members numerous benefits, is part of the group’s strategy based on brand development.

 

Lifestyle hotel group Ennismore has launched an innovative loyalty program, distinguished by its unconventional approach. Dubbed “Disloyalty”, the program allows members to enjoy a wide range of benefits without having to accumulate points, reach specific levels or wait for rewards.

 

By joining the new online platform for a monthly subscription fee of $18, members can immediately start enjoying their benefits, including discounts of up to 50% on stays at new participating hotels. Martina Luger, the company’s brand director, explains that the concept aims to encourage the exploration of new destinations and experiences, while avoiding complicated loyalty programs.

 

Slogans used to promote the concept include “Be loyal to your mother, not your hotel” and “If you like routine, get a dog. Otherwise, be disloyal”.

 

 

“We want to break the traditional loyalty model by not rewarding members for their loyalty, but encouraging them to discover the new,” said Sharan Pasricha, founder and co-CEO of Ennismore. “Disloyalty encourages fans of our brand to discover hotels, restaurants and bars in a new, digitally immersive and editorial way. This complements our current brand-centric strategy of delivering the best experiences on brand.com, resulting in more direct bookings.”

 

Five key benefits

 

Members of the Dis-loyalty program will enjoy five main benefits. These include

  • 50% discount on new hotel openings: This offer is valid for all stays made within the first three months following the opening of the hotel.
  • 20% discount on first stay at any hotel: Even customers who have already stayed at participating hotels can take advantage of this discount, as membership is reset to zero for new Dis-loyalty members.
  • 10% discount on subsequent stays.
  • 10% discount on food and beverage purchases: This offer applies equally to guests staying at the hotel and to locals who simply come in for a meal or a drink. It’s flexible and available at any time of day, for up to six people.
  • Free tea or coffee every day.

 

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