Accor-owned lifestyle hotel company Ennismore has launched a membership program called Dis-loyalty, which the company describes as the antithesis of a "traditional loyalty scheme."
Ennismore brands in the program are 25hours Hotels, Mama Shelter, The Hoxton, Mondrian, SLS, S/O, Hyde, Delano, 21C Museum Hotels and Morgans Originals.
Chief among the program's biggest differentiators is its paid subscription model. Membership to Dis-loyalty is $18 per month or $216 per year, with the platform offering new members one month free when signing up before Aug. 31.
The Dis-loyalty program 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 program, 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 program 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 Ennismore spokesperson, the Ennismore brands are part of the Accor Live Limitless (ALL) loyalty program 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.