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27 JULY 2023

Dis-loyalty — a new travel & food membership that beats boring

Dis-loyalty is a 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.


Created by Ennismore, Dis-loyalty is a unique programme dedicated to lifestyle, bringing together more than 75 hotels and 150 restaurants and bars from 10 globally renowned brands, including 25hours Hotels, Mama Shelter, The Hoxton, Mondrian and SLS.

Based on simplicity and transparency, giving members bigger discounts for going somewhere new 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,
  • 365 free barista-made drinks (coffee, tea, hot chocolate, etc.) – one every day of the year.

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 (and gratification) from the moment they sign up through a new, dedicated online platform. There are no complicated T&Cs or blackout dates for hotel stays, so every day is available (when we’re not fully booked, of course), and members can take advantage of their F&B discount any time whether you’re staying over at the hotel or not.

Becoming a member doesn’t just give benefits; it helps give back too. Dis-loyalty will donate 5% of membership 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.

Sharan Pasricha, Founder & 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 experiences resulting in higher direct bookings.”

Dis-loyalty is perfect for those who love exploring, with over 50 destinations and more than 15 openings planned for the next 12 months, there will always be somewhere new to try. All members start with a fresh slate, so even if they have stayed at one of our hotels before, they’ll still benefit from their “first stay” discount at all hotels.

Lifestyle hotels are known for their pioneering, culturally relevant and authentic restaurants and bars, and there are plenty for members to discover and get those taste buds tingling. Whether they’re staying over or not, at home or abroad, or multiple times a day — the discount always applies.

Everyone loves their first coffee of the day, so Dis-loyalty will give members one free barista-made drink (coffees, teas — including iced — and hot chocolates) every day of the year, any time of the day — so long as they sit in.

Launching towards the end of the year, Dis-loyalty Drops will be a series of highly anticipated “drops” including limited edition collaborations, once-in-a-lifetime experiences, exclusive access, and time-limited special offers, so they’ll be more popular than ever.

Ennismore has always been at the forefront of driving change and challenging convention within the industry, including removing check-in and out times with Flexy Time at The Hoxton; pushing sustainability efforts by being one of the first to introduce solid bath amenities at Mama Shelter; creating new business models through the launch of Working From_, a dedicated coworking brand integrated within hotels; changing how work is done within hospitality by introducing a 4-day work week at 25hours hotels; and building a proprietary mobile-friendly booking engine in-house that gives users a seamless booking journey and results in market-leading conversion rates.

Much loved lifestyle brands participating in Dis-loyalty include 21c Museum Hotels, 25hours Hotels, Delano, HYDE, Mama Shelter, The Hoxton, Mondrian, Morgans Originals, SO/ and SLS.

Dis-loyalty is a 12-month subscription costing £12 / 15€ / $18 / AED60 per month.

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