Global lifestyle hospitality company Ennismore has unveiled a new paid-for scheme giving members access to discounts on hotels stays and dining.
The Dis-loyalty programme costs £12 per month (€15 / US$18 / 60AED), for which members benefit from 50 per cent off rates on new hotels (those which have opened within three months), 20 per cent off rates when a member stays at a property for the first time, and 10 per cent off rates for all return stays.
In addition membership includes 10 per cent off food and drink purchases for up to six people in any of the group’s restaurants, bars and coffee shops (whether staying at the property or not), and one free barista-made coffee, tea or hot chocolate per day (sit in only).
Finally Ennismore says that later this year it will launch Dis-loyalty Drops – a series of limited edition offers and once-in-a-lifetime experiences for members.
The group currently has a portfolio of more than 75 hotels and 150 restaurants and bars, under brands including 25hours Hotels, Mama Shelter, The Hoxton, Mondrian and SLS.
Accor is an majority shareholder in Ennismore, and the group’s properties can be booked via all.accor.com, but those interested in taking out a Dis-loyalty membership should note that the programme is being kept completely separate from Accor’s ALL scheme.
Dis-loyalty benefits can only be availed of when booking via dis-loyalty.com, and they cannot be used in conjunction with other offers, memberships or loyalty programmes.
So going forward customers stay at an Ennismore property will need to decide whether to collect points via the ALL scheme, or get discounts via Dis-loyalty.
There is a 12-month commitment to the Dis-loyalty scheme, so members can’t just subscribe for one month, get 50 per cent off stay and then walk away. And note that the discounts listed above are valid on best flexible rates only.
That said, if you live or work close to an Ennismore property, for £144 per year you can get 365 sit-in drinks (366 next year as it’s a leap year!), which works out at about £0.40 per day – if you were to go every day or course. And if you sign up before 31 August you will also get one month’s membership free.
Also note that members will start with a fresh slate in terms of which hotels they have stayed at before, so will trigger at least the 20 per cent off benefit at all properties when staying for the first time within their membership.
Ennismore also highlights that 5 per cent of membership subscription revenues will be donated to charity.
The group is billing the new programme as “A game-changing membership that encourages disloyalty” – although of course members will need to be loyal as whole to Ennismore’s portfolio of hotels and F&B venues to get maximum benefit.
Commenting on the news Sharan Pasricha, Founder and Co-CEO of Ennismore, said:
“I’m incredibly excited to be launching a new, game-changing programme that brings together our much-loved lifestyle brands in one simple and compelling membership, with digital innovation at its core.
“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.
“This complements our current brand-led strategy in delivering best-in-class brand.com experiences resulting in higher direct bookings.”
