Ennismore has announced the creation of its new travel and food membership programme, which 'beats boring'. Dis-loyalty is designed to encourage members to explore new destinations, thus differentiating itself from the typical loyalty programme.

The new programme is dedicated to the lifestyle segment and regroups more than 75 hotels and 150 restaurants and bars from 10 Ennismore brands.

Dis-loyalty members receive discounts for going to partner establishments that are new, or that they have never visited before. As an example, they will get 50% off a trip to a hotel that opened its doors inside the three months preceding their booking.

Furthermore, the programme does not have earned points or a tier system. Its members are able to use rewards from the moment they sign up to Dis-loyalty.

The Dis-loyalty programme works as a 12-month subscription service, meaning users cannot sign up, use a reward, then cancel their membership.

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 brand.com experiences resulting in higher direct bookings.

Sharan Pasricha, Founder & Co-CEO of Ennismore