You’ve heard of loyalty programs — but have you heard of programs that reward you for being disloyal, in a roundabout way?
Accor’s Ennismore collection — a group of lifestyle hotel brands that includes 21c Museum Hotels, The Hoxton, Mondrian, SLS, SO/ and Delano — is embracing the idea of disloyalty by launching an all-new paid membership program, cheekily called Dis-loyalty, that gives discounts to people who sign up and stay and eat at 10 of the 14 brands in the collection.
How does Dis-loyalty work?
For $18 per month ($216 per year), members get the following benefits, according to a statement Ennismore shared with TPG ahead of the program’s July 27 launch:
50% off just opened hotels — during the first three months at any new opening.
20% off every first-time stay — at every one of our 75+ hotels, even if they’ve stayed there before joining.
10% off return stays — always, whatever the hotel, however many times.
10% off food and drink – anytime, in any of our 150+ participating restaurants and bars, for up to six people per member, either at home or on holiday.
365 free barista-made drinks (coffee, tea, hot chocolate) — that’s one every day of the year when they sit in at any of our restaurants, bars and coffee shops
The participating hotels are 21c Museum Hotels, 25hours Hotels, Delano, Hyde, Mama Shelter, The Hoxton, Mondrian, Morgans Originals, SO/ and SLS. The discount on the rate, according to a representative from Ennismore, “is based on the Best Flexible Rate” and has no blackout dates, no restrictions and no payment upfront.
ENNISMORE
Accor’s actual loyalty program
If you’re wondering, Accor already does have a loyalty program, Accor Live Limitless, which you can read all about here. But as far as loyalty programs go, it’s certainly different (and the least lucrative of the bunch). Instead of earning points that can be redeemed for free stays, every 2,000 points can knock 40 euros (around $44) off your bill.
Now you might be asking, why would a hotel company with its own loyalty program create a program that encourages disloyalty? Despite the fact that Accor Live Limitless offers perks like room upgrades and various welcome amenities at certain elite member tiers, the main perk is that points translate into a discount.
What exactly is the Dis-loyalty program?
In effect, the new program follows a subscription discount model. Or, in the case of people who live near a participating Ennismore property (like I do), a coffee subscription service that comes with discounts on popular restaurants and hotel stays (and includes iced coffee!).
While the news leaked ahead of TPG’s exclusive announcement of the program, many in the points and miles world were quick to judge, stating that the program is a gimmick geared to and created by millennials.
Maybe so, but many millennials are (typically) more interested in saving on their stays at lifestyle hotels (like the ones Ennismore was designed to create and facilitate) than trying to rack up 60 elite-qualifying nights for top-tier elite status at a brand that has a lot to offer but doesn’t have many brands that cater to their lifestyle, a la lifestyle hotels.
Who will benefit?
As Martina Luger, chief brand and culture officer at Ennismore, explained to TPG, the portfolio’s customer “has slightly different needs than your traditional kind of loyalty member.” Dis-loyalty wasn’t made for road warriors on business trips, but rather people looking to discover something new — even if that’s right in their own backyard. And, she noted, the Ennismore business is 50% food and beverage.
The value proposition includes benefits for people who might not travel much but live in an area that’s home to an Ennismore property. We’re talking discounts at restaurants, including the Brooklyn outpost of Laser Wolf, one of the most popular restaurants in all of New York City. Don’t forget the coffee and 50% off stays at new hotels in locations that the target audience will likely have at the top of their lists.
Not to mention the added perk of the program’s Dis-loyalty Drops, “a series of highly anticipated ‘drops’ including limited edition collaborations, once-in-a-lifetime experiences, exclusive access, and time-limited special offers.”
And it gives back: According to Ennismore, the program will donate 5% of membership revenue to local charities.
Not the only niche program
Ennismore isn’t alone in creating a program that’s designed for the few over the many: I Prefer is a loyalty program that’s not often talked about but can earn free nights at hotels like Grand Velas Los Cabos, one of the most popular all-inclusive resorts in Mexico. And Leading Hotels of the World has its own program, Leaders Club, which can help members earn up to 20% off rates.
If you’re considering signing up for Dis-loyalty and curious about how to use the perks, Luger, with her inside knowledge as head of brands at Ennismore, has her own suggestions: Save 50% during the opening of SO/ Uptown Dubai; first-timers to Mexico City should book at the Mondrian Mexico City Condesa; and, since it was first hotel opening with Ennismore, book a trip to SO/ Paris — Paris is always a good idea.