This is not loyalty. Ennismore, by naming its new programme 'Dis-loyalty' - accentuated by the word ' loyalty "It's all about colour. In keeping with the spirit of its establishments - Mama Shelter, Hoxton, Mondrian and others - Accor's lifestyle hotel subsidiary could only take a quirky approach to loyalty. With no points or status, but with strong advantages. The Dis-loyalty programme, for example, offers 50% reductions on room rates for new hotels during the first quarter of their opening. " We want to break the traditional loyalty model by not rewarding members for their loyalty, but by encouraging them to discover what's new." said Sharan Pasricha, founder and co-CEO of Ennismore.
However, Ennismore's approach is not radically innovative, and is similar to a subscription-based formula, at a cost of 15 euros per month per year. In return, as soon as they register on a new dedicated online platform, members can take advantage of rates that are halved on new hotels, as well as 20 % discount on each first stay in a hotel. This is an invitation to business travellers to discover the various establishments on their travels, as Ennismore is now present in more than 50 destinations. And there's no cut-off date for taking advantage.
Subsequent stays will be displayed with a discount of 10 %. However, as the programme covers one year's membership, all members start from scratch their renewal. " So even if they have already stayed at one of our hotels, they will still benefit from the "first stay" discount at all our hotels." said the Ennismore press release.
But participants in the Dis-loyalty programme can also take advantage of it outside the hotel environment, at home for example, by visiting in bars and restaurants offered by Ennismore around the world, with a 10 % discount on meals and drinks in return. What's more, every day of the year they will also be entitled to a free drink, coffee, tea or hot chocolate. This is a great way to encourage loyal customers to start the day by sitting down at their nearest Hoxton, Mama Shelter or 25Hours, most of which have converted their lobbies to mobile working.
With the exception of Jo&Joe and Tribe, all Ennismore brands are participating in the Dis-loyalty programme. This includes more than 75 hotels under the Mama Shelter, 25hours, The Hoxton, Mondrian, Morgans Originals, Delano, HYDE, SO/, SLS and 21c Museum Hotels brands. As for the restaurants and bars Of these hotels, 150 are taking part. In addition, at the end of the year Ennismore will launch 'Dis-loyalty Drops', special offers and exclusive experiences for participants. In addition, Ennismore will donate 5 % of the revenue generated by Dis-loyalty membership to charities supporting the local communities in which our hotels are located.
