Last month hospitality group Ennismore launched ‘Dis-loyalty’, a new travel rewards program that gives discounts to travelers who sign up and stay and eat at 10 of the 14 brands in the collection. Part of Accor, Ennismore specialize in ‘lifestyle’ hotels, including Mondrian, SLS, Hyde, The Hoxton, Rixos, SO/ and Delano.
But is it actually worth the annual fee?
Let’s jump in.
What is Ennismore Group?
Ennismore bills itself as a global collective of entrepreneurial and founder-built brands with creativity & purpose at their heart.
Founded in 2011 by entrepreneur Sharan Pasricha, Ennismore and Accor entered a joint venture in 2021, creating a new autonomous entity and the world’s fastest-growing lifestyle and leisure hospitality company, with Accor holding a majority shareholding.
Ennismore is made up of three business units, a lifestyle collective rooted in culture and community; iconic luxury venues pioneering the art of French hospitality by Paris Society, and immersive resorts creating havens for escapism and entertainment led by Rixos.
How does Dis-loyalty work?
Created by Ennismore, Dis-loyalty is a unique programme dedicated to lifestyle, bringing together more than 75 hotels and 150 restaurants and bars from 10 globally renowned brands, including 25hours Hotels, Mama Shelter, The Hoxton, Mondrian and SLS.
Based on simplicity and transparency, their aim is to give members bigger discounts for going somewhere new at the Dis-loyalty collective of hotels, restaurants, and bars. Members will get five core benefits:
- 50% off just-opened hotels in the first three months after opening
- 20% off every first-time stay in every hotel
- 10% off for return stays
- 10% off food and drink in any of our restaurants, bars and coffee shops
- 365 free barista-made drinks (coffee, tea, hot chocolate) – one every day of the year
Dis-loyalty is not a traditional loyalty scheme — you will not earn points or climb tiers. Members get instant perks from the moment they sign up through a new, dedicated online platform. There are no complicated T&Cs or blackout dates for hotel stays, so every day is available (when they’re not fully booked, of course), and members can take advantage of their F&B discount any time whether you’re staying over at the hotel or not.
Subscription cost of Dis-loyalty
Dis-loyalty is a digital subscription costing US customers $216 a year (or you can pay $16 per month), and UK customers £144 a year (£12 a month). It’s a 12-month minimum progam, even if you pay on a monthly basis.
If you pay monthly it seems like a good deal as it’s a very small amount each month. However, is it actually worth it? And how do the prices compare to the likes of Booking.com?
Total Prices for Dis-loyalty
- UK: £12 per month/£144 annually
- US: $18 per month/$216 annually
- Europe: 15€ per month/180€ annually
- Dubai: AED60 per month/AED720 annually
We tested the progam out for you, so you don’t have to
We signed up to Dis-loyalty to test it out, and ran some pricing tests on the supposed 50% off offers Ennismore is using to draw subscribers in. For the majority of advertised discounts, they are nowhere near as exclusive or deep as they’re making out and you can find similar deals on booking.com, without paying the monthly/annual subscription fee.
Testing the 50% off offers
Dis-loyalty advertises 50% off their brand new hotels for 3-months from opening date. You can see from the below screenshots that this discount isn’t always as good as it sounds.
As an example we first tested the newly opened Mondrian in Ibiza. While the advertised 50% off discount meant the total price for 1-night through Dis-loyalty was 193€ (£165), on Booking.com the same room at the same property for the same dates was £222 – so closer to 25% off than 50% off.
Mondrian Ibiza Rate for 6-7 October 2023 on Dis-loyalty
Mondrian Ibiza Rate for 6-7 October 2023 on Booking.com
We then tested the new SO/ Uptown Dubai, and this test proved more fruitful. The cost for 3 nights through Dis-loyalty was AED 2,632 (£562) whereas the comparable Booking.com rate (free cancellation) was £1,168 – a 52% discount.
SO/ Uptown Dubai Rate for 6-9 October on Dis-loyalty
SO/ Uptown Dubai Rate for 6-9 October on Booking.com
Testing the 20% off offers
Similarly we tested the newly opened Hoxton in Brussels, which should have had a 20% discount. On Dis-loyalty the cost for 1-night was 211€ (£180) while Booking.com was £203. Only a 10% discount.
The Hoxton Brussels Rate for 6-7 October on Dis-loyalty
The Hoxton Brussels Rate for 6-7 October on Booking.com
These rates might be 20% or 50% off the rack rate, but with Booking.com and other sites having cheaper rates than the usual hotel rack rate, it doesn’t always make the Dis-loyalty program as good value as it advertises.
Do you get Accor Live Limitless points or airmiles for booking through Dis-loyalty?
No. If you’re trying to earn points for hotel stays or airline reward programs, this is not the reward progam for you. It doesn’t even work alongside Accor’s rewards program, with its website stating: “Encouraging you to break free from routine with bigger discounts for going somewhere else, Dis-loyalty is a stand-alone programme, separate from any other schemes in which our brands might be included, and therefore cannot be used in conjunction.”
Final verdict
For those who travel very frequently to these sorts of lifestyle hotels and aren’t looking to build points or airmiles with programs such as Marriott Bonvoy and Hilton Honors, this is a good deal. Some of the hotels and dates have much deeper discounts than you can find elsewhere, but the majority have very similar deals to the likes of booking.com which gives me a bit of a shady vibe from Ennismore and Accor. Personally, I’ll be sticking with Marriott Bonvoy.