Encouraging customers to be disloyal

Ennismore, a global lifestyle hospitality company, is encouraging customers to be disloyal.

It says its Dis-loyalty programme offers “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 programme  brings together more than 75 hotels and 150 restaurants and bars from Ennismore’s collective of 10 globally renowned brands, including 25hours Hotels, Mama Shelter, The Hoxton, Mondrian and SLS.

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.

Members will get instant perks as soon as they sign up through the new online platform. Ennismore claims there are no complicated T&Cs or blackout dates for hotel stays, so every day is potentially available.

Dis-loyalty says it will also donate 5 per cent of membership subscription revenue to charities that work tirelessly to support the local communities where its hotels are located, as part of its mission to leave a positive impact.

Sharan Pasricha, Founder & Co-CEO of Ennismore, 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.”

Dis-loyalty is designed for people who enjoy exploring, with over 50 destinations across London, Dubai, Miami, Paris and Seoul.

With more than 15 openings planned for the next 12 months, members will be able to take advantage of the opening 50 per cent discount at hotels including The Hoxton, Vienna; SO/ Uptown Dubai; Hyde Ibiza; SO/ Maldives; 25hours Jakarta; SLS Barcelona and Mondrian Gold Coast, Australia.

Dis-loyalty will give members one free barista-made drink (coffees, teas and hot chocolates) every day of the year, any time of the day, as long as they sit in.