Global lifestyle hospitality company Ennismore has launched Dis-loyalty, a new programme that takes a different approach to loyalty by actively encouraging members to explore new destinations and rewarding them for being disloyal.
Described as ‘game-changing’, Dis-loyalty offers members bigger discounts for going somewhere new among a portfolio of lifestyle properties more than 75 hotels and 150 restaurants and bars from across Ennismore’s collective of 10 brands, including 25hours Hotels, Mama Shelter, The Hoxton, Mondrian and SLS.
At the Dis-loyalty collective of hotels, restaurants, and bars members will get five core benefits: 50% off just-opened 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 in any of our restaurants, bars and coffee shops; and 365 free barista-made drinks (coffee, tea, hot chocolate) – one every day of the year.
Dis-loyalty is certainly 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 instead get instant perks (and gratification) from the moment they sign up through its new, dedicated online platform.
For the cost of GBP12 / EUR15 / USD18 / AED60 per month (with an exclusive launch offer of one month free if signing up before 31-Aug-2023), Ennismore says members can save EUR125 every night for a new opening, EUR50 every night for a hotel they’ve never stayed at, and EUR260 every year on just hot beverages.
The scheme will also donate 5% of membership subscription revenue to charities “that work tirelessly to support the local communities our hotels call home as part of its mission to leave a positive impact,” says Ennismore.
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,” says Sharan Pasricha, founder & co-CEO of Ennismore.
Ennismore strategy buoyed by continued interest in lifestyle living
Lifestyle has been one of the fastest-growing segments of the hospitality industry, and Ennismore has a collection of 13 brands – representing over 100 operating hotels, with a further 140+ in the pipeline and 200 restaurants and bars – in the market segment.
In 2023, Ennismore is set to open around 20 hotels, including Maison Delano Paris, France; Mama Shelter, Rennes, France; SO/ Uptown Dubai, UAE; 21C Museum Hotel St. Louis, USA; The Hoxton, Charlottenburg, Germany and Hyde Ibiza, Spain.
The launch of its new loyalty scheme completed a busy Jul-2023 for Ennismore which included new openings and signings across its lifestyle hospitality portfolio.
First lifestyle hotel in Turkey with Hyde Bodrum
Hyde Bodrum will be the first Hyde to offer an all-inclusive experience, as well as the brand’s first destination in Turkey, set to open in early 2024.
The property will exclusively offer an adults-only all-inclusive experience focused on a festival feeling through music, DJs, acoustic sets, festival stages, and other entertainment and sports activities.
Located between the waters of the Aegean Sea and the national parks of the Bodrum Peninsula, the hotel will comprise 211 rooms and four villas – incorporating artisan touches, woven textures, and plenty of living greens.
Castaway meets runway – SO/ Maldives to open Nov-2023
Ennismore has confirmed that SO/ Maldives, a sartorially-rooted retreat set on a pristine private island and surrounded by the Emboodhoo Lagoon will open in Nov-2023.
Located a 15-minute speedboat ride from Malé’s Velana International Airport, the hotel will offer exquisite privacy, with each of the 80 individually designed villas nestled directly on its own slice of white-sand beach or on stilts above the lagoon.
Set across eight categories, the collection ranges from the 120 sqm Lagoon Water Pool Villa Collection to the spectacular 330 sqm Three-Bedroom Ocean Water Pool Atelier.
