Dis-loyalty

A unique membership proposition brought to life through a mobile-first site

We partnered with Ennismore to build Dis-loyalty a mobile-first site that brings together iconic brands like The Hoxton and Mondrian.

Product Development
Value Proposition
Business Strategy
Swapping predictability for possibility

Ennismore is a global collective of entrepreneurial and founder-built brands with creativity and purpose at their heart, such as The Hoxton, Mondrian, and Mama Shelter.

They came to us to develop Dis-loyalty; a unique membership proposition that taps into consumers' desire for new experiences coupled with instant gratification.

Since its official launch in August 2023, guests are now booking hotel stays for longer, further in advance, with a higher average booking value.

A membership free from routine

Introducing Dis-loyalty: the travel and food membership that gives customers bigger discounts on trying somewhere new. 

It’s a membership that’s accessible to all, with no points to earn or tiers to climb, few T&Cs, and no black-out dates. Dis-loyalty gives every member access to the same benefits right from the moment they sign up.

Since working with us, Ennismore has already seen customers save on average over $450 per booking; most make the $216 annual Dis-loyalty fee back in just one stay.

New brand, new membership platform

The Dis-loyalty concept is based around a contradiction: positioned as the opposite of loyalty, it's a membership that wants you to be unfaithful.

This tension between exclusivity and inclusivity, the expected and the unexpected, comes to life in the brand system we developed with Koto.

Encouraging users to try something new

On the Explore page, with a click of an arrow, users are whisked away to 50% off hotel rooms in Amsterdam, the Maldives and Bordeaux. 

If a member tries to book at a hotel they’ve already stayed at, they’ll see recommendations for properties they have yet to explore – with better discounts than if they rebooked a return visit.

Playful categorisation to beat boring

Informed by ongoing user research and search trends, Dis-loyalty builds on the emotions users feel when exploring new experiences to create a visually rich product. 

The 80+ hotels and 170+ bars and restaurants available through Dis-loyalty are broken down into playful categories like ‘Cosy Season’ and ‘Self-care in the City’. The emotive groupings are designed to get users excited about trying something new, while leveraging the experiences members want to have.

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