Accor-owned lifestyle hotel company Ennismore has launched a membership programme called Dis-loyalty, which the company describes as the antithesis of a "traditional loyalty scheme".
Ennismore brands in the programme are 25hours Hotels, Mama Shelter,
The Hoxton, Mondrian, SLS, S/O, Hyde, Delano, 21C Museum Hotels, and
Morgans Originals.
Chief among the programme's biggest differentiators is its paid
subscription model. Membership to Dis-loyalty is US$18 per month or
US$216 per year, with the platform offering new members one month free
when signing up before 31 August.
The Dis-loyalty programme has also done away with points entirely.
All Dis-Loyalty members are granted automatic and instant access to the
platform's five core benefits: 50% off new hotels in the first three
months after opening, 20% off every first-time stay in every hotel, 10%
off for return stays, 10% off food and drink at restaurants, bars and
coffee shops in the programme, and one complimentary barista-made drink
–including coffee, tea or hot chocolate – each day of the year.
Ennismore brands have a total of about 75 hotels and 150 restaurants and bars.
Later this year, the programne plans to debut another benefit called
Dis-loyalty Drops, which will showcase "limited-edition offers and
once-in-a-lifetime experiences".
"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," Ennismore founder and co-CEO Sharan Pasricha said in a
statement.
Accor made Ennismore a standalone entity for its lifestyle brands in late 2020.
According to an Accor spokesperson, the Ennismore brands are part of
the Accor Live Limitless (ALL) loyalty programme and will continue to
be. However, ALL points can't be earned on Dis-loyalty bookings and
Dis-loyalty discounts can't be used for ALL bookings.
Source: Travel Weekly