Skift Take
Turning conventional on its head appears to be the blueprint for Ennismore's approach to hospitality, with its new loyalty program focused on lifestyle design and spreading revenue beyond its hotel rooms.
Lifestyle hospitality brand Ennismore has launched a loyalty program with no need to earn points, no tiers to climb, and no need to wait for the rewards — at a typical fee of $216 (£144) a year.
Launching July 27 with a monthly subscription fee of $18, members can start using their benefits – as much as 50% off stays at newly launched hotels – as soon as they sign up through the new online platform.
Ennismore is calling the concept "Dis-loyalty," meant to encourage exploration of new venues and experiences and get away from complex loyalty programs, according to Martina Luger, the company's chief brand officer.
Members qualify for discounts across the 75 participating Ennismore hotels, restaurants, and bars, at its 10 participating brands, including 25hours Hotels, Mama Shelter, The Hoxton, Mondrian, a