Ennismore has launched a paid-for subscription called ‘Dis-loyalty’ that provides discounts, perks and freebies to guests frequenting its global network of trendy hotels, restaurants and bars. Jenny Southan reports

Global lifestyle hospitality company, Ennismore, has launched Dis-loyalty – a subscription scheme described as “a game-changing travel and food membership that takes a different approach to loyalty by actively encouraging members to explore new destinations and rewarding them for being disloyal”.

The Dis-loyalty Collective brings together more than 75 Ennismore hotels, 150 restaurants and bars from ten brands, which include 25hours Hotels, Mama Shelter, the Hoxton, Mondrian and SLS.

Dis-loyalty is based on simplicity and transparency, giving members bigger discounts for going somewhere new at the Dis-loyalty collective of hotels, restaurants and bars.

Ennismore says that Dis-loyalty is not a traditional loyalty scheme – there is no need to earn points, no tiers to climb, and no need to wait for the rewards. Instead, members get instant perks (and gratification) from the moment they sign up through a new, dedicated online platform.

There are no complicated T&Cs or black-out dates for hotel stays, so every day is available (when venues are not fully booked, of course), and members can take advantage of their F&B discount any time whether they’re staying over at the hotel or not.Ennismore, Dis-loyalty

Costing £12 per month, members will get five core benefits:

  • 50 per cent off just-opened Ennismore hotels in the first three months after opening
  • 20 per cent off every first-time stay in every Ennismore hotel
  • 10 per cent off for return stays
  • 10% per cent off food and drink in any Ennismore restaurant, bar or coffee shop
  • 365 free barista-made drinks (coffee, tea, hot chocolate) – one every day of the year

Amounting to £144 per year, the subscription sounds quite cheap and if you use it regularly it’s good value. (Members could save €125 every night for a new opening, €50 every night for a hotel they’ve never stayed at, and €260 on coffee every year.) For Ennismore, just 10,000 members would bring in revenue of £1.4 million annually.

Ennismore says Dis-loyalty is “perfect for those who love exploring”. With more than 15 openings planned for the next 12 months, members will be able to take advantage of the opening 50% discount at hotels including the Hoxton, Vienna; SO/ Uptown Dubai; Hyde Ibiza; SO/Maldives; 25hours Jakarta; SLS Barcelona and Mondrian Gold Coast, Australia.

For the “20 per cent off first stay” benefit, all members start with a fresh slate, so even if they have stayed at an Ennismore hotel before becoming a member, they’ll still benefit from their “first stay” discount at all hotels.The Hoxton Shepherds BushEnnismore “lifestyle hotel” restaurants include Carna by chef Dario Cecchini; Seabird, one of London’s best rooftop restaurants; Mr Nakamoto, just opened on the beach of Cannes; and Monkey Bar in Dubai. Members will always  get 10 per cent off – whether they’re staying at the hotel overnight or not, at home or abroad, or multiple times a day. (The discount always applies for up to six people per member. Minibars and in-room dining are not included).

Becoming a member doesn’t just give benefits; it helps give back too. Dis-loyalty will donate 5 per cent of membership subscription revenue to charities that work to support the local communities around Ennismore hotels.

Sharan Pasricha, founder and co-CEO of Ennismore, says: “I’m incredibly excited to be launching a new, game-changing programme that brings together our much-loved lifestyle brands in one simple and compelling membership, with digital innovation at its core.

“We want to break the traditional loyalty model by not rewarding members for how often they stay with us, but by encouraging them to discover the new. Dis-loyalty encourages our brand fans to discover hotels, restaurants, and bars in a new, digitally immersive, and editorial way. This complements our current brand-led strategy in delivering best-in-class, brand.com experiences resulting in higher direct bookings.”Ennismore, Dis-loyaltyLaunching later in the year, “Dis-loyalty Drops” will create “highly anticipated moments of limited-edition offers and once-in-a-lifetime experiences”.

Ennismore has always been at the forefront of driving change and challenging convention within the industry, including removing check-in and check-out times with Flexy Time at the Hoxton; pushing sustainability efforts by being one of the first to introduce solid bath amenities at Mama Shelter; creating new business models through the launch of Working From_, a dedicated co-working brand integrated within hotels; changing how work is done within hospitality by introducing a four-day work week at 25hours hotels; and building a proprietary mobile-friendly booking engine in-house that gives users a seamless booking journey and results in market-leading conversion rates.