"},"content":{"rendered":"<\/p>\n
By joining the new online platform for a monthly subscription fee of $18<\/strong>, members can immediately start enjoying their benefits, including discounts of up to 50%<\/strong> on stays at new participating hotels. Martina Luger<\/strong>, the company’s brand director, explains that the concept aims to encourage the exploration of new destinations and experiences, while avoiding complicated loyalty programs.<\/p>\n <\/p>\n Slogans used to promote the concept include “Be loyal to your mother, not your hotel”<\/em> and “If you like routine, get a dog. Otherwise, be disloyal”.<\/em><\/p>\n <\/p>\n <\/p>\n “We want to break the traditional loyalty model by not rewarding members for their loyalty, but encouraging them to discover the new,”<\/em> said Sharan Pasricha<\/strong>, 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.”<\/em><\/p>\n <\/p>\n <\/p>\n Members of the Dis-loyalty program will enjoy five main benefits. These include<\/p>\n <\/p>\n A key differentiator is the absence of blackout dates, meaning discounts can be used any day of the year.<\/p>\n <\/p>\n Some Ennismore brands that don’t fit the focus on hotels and food and beverage discounts, such as Working From<\/strong>, are excluded from the program.<\/p>\n <\/p>\n <\/p>\n Ennismore, which partnered with Accor<\/strong> 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<\/strong> in 2022.<\/p>\n <\/p>\n Another concept, called “Dis-loyalty Drops”<\/strong>, 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<\/strong> brand, challenges the conventional guest experience.<\/p>\n <\/p>\n Participating hotels are spread across some 50 destinations, including London, Dubai, Miami, Paris and Seoul<\/strong>. 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<\/strong>.<\/p>\n <\/p>\n <\/p>\n Read also >Accor revises its 2023 forecasts upwards<\/a><\/p>\n Featured photo : \u00a9Accor Group[\/vc_column_text][\/vc_column][\/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]<\/p>\n <\/p>\n <\/p>\n Lifestyle hotel group Ennismore<\/strong> has launched an innovative loyalty program, distinguished by its unconventional approach. Dubbed “Disloyalty”<\/strong>, the program allows members to enjoy a wide range of benefits without having to accumulate points, reach specific levels or wait for rewards.<\/p>\n <\/p>\n By joining the new online platform for a monthly subscription fee of $18<\/strong>, members can immediately start enjoying their benefits, including discounts of up to 50%<\/strong> on stays at new participating hotels. Martina Luger<\/strong>, the company’s brand director, explains that the concept aims to encourage the exploration of new destinations and experiences, while avoiding complicated loyalty programs.<\/p>\n <\/p>\n Slogans used to promote the concept include “Be loyal to your mother, not your hotel”<\/em> and “If you like routine, get a dog. Otherwise, be disloyal”.<\/em><\/p>\n <\/p>\n <\/p>\n “We want to break the traditional loyalty model by not rewarding members for their loyalty, but encouraging them to discover the new,”<\/em> said Sharan Pasricha<\/strong>, 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.”<\/em><\/p>\n <\/p>\n <\/p>\n Members of the Dis-loyalty program will enjoy five main benefits. These include<\/p>\n <\/p>\n […][\/vc_column_text][vc_cta h2=”This article is reserved for subscribers.” h2_font_container=”tag:h2|font_size:16|text_align:left” h2_use_theme_fonts=”yes” h4=”Subscribe now !” h4_font_container=”tag:h2|font_size:32|text_align:left|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F”]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…<\/p>\n![\"\"](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/Be_Loyal_to_your_Mom__not_your_Hotel_Dis_loyalty.jpeg\")
<\/p>\nFive key benefits<\/h2>\n
\n
Next concept in September<\/h2>\n
<\/h4>\n
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.<\/h4>\n
<\/p>\nFive key benefits<\/h2>\n
\n