Friday, August 1, 2025
To celebrate the second anniversary of its forward-thinking Dis-loyalty scheme, Ennismore is giving one lucky person the chance to win the contents of a Hoxton hotel room. The campaign is part of a range of interactive activities to promote the success of the loyalty program, which has shaken up the conventional hotel membership model since launch in 2023.
Dis-Loyalty – A New Way of Thinking About Hotel Memberships
The Dis-loyalty program has intrigued the travel industry with its novel concept, unifying more than 120 hotels and 200 restaurants and bars across Ennismore’s eclectic collection of hotels. That ranges from 25hours Hotels and Mama Shelter to The Hoxton and its Mondrian and SLS brands.
Unlike the typical hotel loyalty programmes which reward repeated visits, Dis-loyalty encourage “disloyalty” to try new experiences. The program’s focus on exploration rather than repetition is intended to break the customer loyalty mold. Members aren’t limited to returning time and time again to the same location but are encouraged to try different properties and new experiences across the Ennismore portfolio.
A Special Giveaway for Members
To mark its second birthday, Dis-loyalty members can win every single item in a Hoxton hotel room. The winner will be presented with signature furniture, such as the Naturalmat mattress, a statement mirror, radio and pieces on the wall. This exclusive giveaway is designed to offer members a unique way to interact with the brand and enhance their experience with Ennismore. The giveaway is not to be missed. For example, when booking in August, members can earn 35% off stays at over 65 participating hotels. There will also limited edition merchandise items to celebrate the anniversary which give a further incentive to join.
Membership Perks and Benefits
There are five core benefits for members of dis-loyalty, all with the goal of making members experience across The Ennismore Collection better:
50% Off Hotels That Have Recently Opened – Members can save 50% on hotels that have opened in the past three months.
20% Off on First Stay – Your initial stay at any hotel in their network is eligible for a 20% discount.
10% Off Repeat Stays – Guests who return for additional stays at the same hotel can save 10%.
10% Off Restaurants and cafes – Save at selected restaurants, Cafe and bars worldwide.
365 Free Drinks – Free barista-made beverage per day for 365 days (includes beverages such as coffee, tea or hot chocolate for a full year).
For only $15 a month, subscribers can get the perks and the peace of mind that at least 5% of subscription revenue goes to charity, funding worthy cause.
Big Savings and Success Stories from Members
Dis-loyalty has already proven its worth, members say, since it was launched, the average member has already saved about $452 with their first booking, which more than doubles the cost of an annual membership, Ennismore said in a statement. Among the largest savings to date, one has been as much as $26,241, which demonstrates how much of an impact the program can have on the finances of frequent travelers.
The scheme has also gifted more than 280,000 free barista-prepared drinks highlighting its dedication to providing extra value to its loyal members.
A Shift in Loyalty Models
Dis-loyalty’s creator Sharan Pasricha, founder and co-CEO of Ennismore, originally developed the concept to provide a new and innovative solution to old hat loyalty schemes. Instead of giving customers free nights the more they book, one would have to travel the globe – trying new locations and experiences – to earn a reward. Described as ‘digitally immersive’, the experience reflects Ennismore’s ongoing dedication to setting new standards around user experience and world-class digital engagement.
The program, Pasricha said, was designed to offer more overall flexibility and options for members as the hospitality industry as a whole increasingly undergoes digital disruption. The program, which emphasizes distinct experiences, looks to create a more emotional relationship between members and the brand, giving them the an opportunity to discoever new destinations and experiences outside the boundaries of loyalty.
Future Prospects for Dis-loyalty
With Ennismore celebrating the second birthday of its Dis-loyalty program, the program isn’t only about discounts or perks, its aim is enabling for an enhanced travel — experience exceeding the traditional “hotel guest” expectations.
Ennismore’s membership program, Dis-Loyalty has succeeded to disrupt the old world order of loyalty programs. The exciting mix of exclusive discounts, complimentary drinks and out-of-the-ordinary experiences has made it an overnight hit for the adventurous traveller wanting to find a new connection with the wider world of Ennismore’s hotels, restaurant and bars.
