Ennismore's rebellious Dis-loyalty membership programme is celebrating its second anniversary this year with up to 35% off hotel stays and dining, plus the chance win the entire contents of a hotel room. Olivia Palamountain reports

Dis-loyalty, created by lifestyle hotel group Ennismore, has built its entire proposition around avoiding the conventional points-based systems and status tiers that dominate the hospitality industry.

Instead, members receive immediate benefits including 50% off newly opened hotels, 20% off first-time stays, and 365 free barista-made drinks annually for a monthly fee of £12.

The programme's approach appears to be resonating with travellers, with members saving an average of £342 on their first booking alone - more than double the cost of an annual membership. The platform has served more than 280,000 complimentary drinks across its network of 120+ hotels and 200+ bars and restaurants spanning 75+ destinations.

To mark its second anniversary, Dis-loyalty is launching its "Terrible Twos" campaign, embracing "a celebration of the rebellious, the unruly, and the gloriously spoilt". The campaign includes 35% off stays at hotels including Mondrian Ibiza and The Hoxton Williamsburg, plus up to 30% off dining at establishments like Rivié Paris and Carna Dubai.Perhaps most unusually, the programme is giving away an entire hotel room's contents as a prize, including the mattress, mirror, radio and artwork - reflecting its commitment to over-the-top gestures rather than traditional point redemptions.

Rejecting traditional loyalty schemes in favour of instant gratification and rebellious marketing marks an exciting shift in how hotels can approach customer retention.This model moves away from complex earning structures toward transparent, immediate value propositions. Traditional schemes often require extensive spending to achieve meaningful rewards, whilst Dis-loyalty's approach provides instant benefits regardless of frequency or spend levels.The evolution reflects changing consumer expectations, particularly among younger travellers who prioritise immediate experiences over long-term accumulation strategies. The success of Dis-loyalty's anti-loyalty positioning indicates that transparency and instant gratification may increasingly challenge the established points-and-tiers model that has dominated hospitality for decades.

The programme spans 11 Ennismore brands including The Hoxton, 25hours Hotels, Mama Shelter, Mondrian and SLS, providing significant scale for testing this alternative approach to customer retention.Dis-loyalty's growth suggests that future programmes may need to balance traditional accumulation benefits with more immediate, transparent value propositions. The success of rejecting conventional loyalty wisdom entirely points to a potential fundamental reimagining of how hotels and restaurants build lasting customer relationships in an increasingly experience-focused economy.