Global – Ennismore, the hotel group behind brands such as The Hoxton, SO/Hotels and SLS, has unveiled Dis-loyalty, an innovative subscription-based loyalty programme. Unlike traditional loyalty programmes, Dis-loyalty asks members to pay £144 ($218, €180) annually, or £12 ($18, €15) monthly, for exclusive benefits across Ennismore’s 75 hotels and 150 restaurants worldwide.
Members of Dis-loyalty receive a range of perks, including 50% off stays at new hotels within the first three months of opening, 20% off the first stay in any Ennismore hotel, 10% off return stays and 10% off food and drink at most Ennismore restaurants. In addition, members can enjoy a daily barista-made beverage at any Ennismore hotel or restaurant, even if they aren’t staying there. The programme is designed to encourage guests to explore different Ennismore properties and embrace new experiences.
Founder and co-CEO Sharan Pasricha explained that the subscription model rewards members for being disloyal by trying various locations. New ideas about subscription have been pioneered by coffee chains like Pret-a-Manger, Panera and Au Bon Pain, and have since been adopted by others like Sweetgreen. In our Innovation Debrief 2023–2024 report, we assess new iterations of memberships that are better suited to the flexible working, travel and leisure lifestyles of the post-pandemic consumer.
Strategic opportunity
The rise of Bleisure and remote working lifestyles has increased the appetite and ability of consumers to try new things and build new experiences. How are you as a business responding to this shift? Are your services fit to make flexible customers feel at home worldwide?