Ennismore launches membership 'Dis-loyalty' programme

Ennismore launches membership 'Dis-loyalty' programme

'Dis-loyalty' takes a different approach to customer incentives, encouraging members to explore new places  

Ennismore’s new ‘Dis-loyalty’ programme will bring together more than 75 hotels and 150 restaurants and bars from 10 brands, including 25hours Hotels, Mama Shelter, The Hoxton, Mondrian and SLS.

Dis-loyalty – an annual subscription programme costing US$16 per month – will give members bigger discounts for going somewhere new within the Dis-loyalty collective of hotels, restaurants and bars. 

Core member benefits include 50% off just-opened hotels in the first three months after opening; 20% off every first-time stays in every hotel and 10% off for return stays; 10% off food and drink in any associate restaurant, bar and coffee shop and 365 free barista-made drinks (coffee, tea or hot chocolate) – one every day of the year.

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Unlike typical loyalty schemes, there's no requirement to earn points and there aren't any tiers. Members will receive perks from the moment they sign up through a new, dedicated online platform. 

There aren't any blackout dates for hotel stays, so every day is available subject to availability, and members can take advantage of their F&B discount at any time, whether they’re staying at the hotel or not.


In addition Dis-loyalty will donate 5% of membership revenue to charities that work to support the local communities near to participating properties.

Ennismore founder and co-CEO Sharan Pasricha said: “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.”

All members start with a fresh slate, so even if they have stayed at one of our hotels before, they’ll still benefit from their first stay discount at all hotels. 

For more information, visit 

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