Ennismore launches membership...

'Dis-loyalty' takes a different approach to customer incentives, encouraging members to explore new places

Ennismore’s new ‘Dis-loyalty’ programme will bring together more than 75 hotels and 150 restaurants and bars from 10 brands, including 25hours Hotels, Mama Shelter, The Hoxton, Mondrian and SLS.

Dis-loyalty – an annual subscription programme costing US$16 per month – will give members bigger discounts for going somewhere new within the Dis-loyalty collective of hotels, restaurants and bars.

Core member benefits include 50% off just-opened hotels in the first three months after opening; 20% off every first-time stays in every hotel and 10% off for return stays; 10% off food and drink in any associate restaurant, bar and coffee shop and 365 free barista-made drinks (coffee, tea or hot chocolate) – one every day of the year.

Unlike typical loyalty schemes, there's no requirement to earn points and there aren't any tiers. Members will receive perks from the moment they sign up through a new, dedicated online platform.

There aren't any blackout dates for hotel stays, so every day is available subject to availability, and members can take advantage of their F&B discount at any time, whether they’re staying at the hotel or not.

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In addition Dis-loyalty will donate 5% of membership revenue to charities that work to support the local communities near to participating properties.

Ennismore founder and co-CEO Sharan Pasricha said: “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.”

All members start with a fresh slate, so even if they have stayed at one of our hotels before, they’ll still benefit from their first stay discount at all hotels.

For more information, visit www.ennismore.com