The Disloyal Membership, a new approach to discovery and repeat business
Loyalty programs have long been a staple in the hospitality industry, rewarding customers for repeated patronage. However, a growing trend in the hotel business is the concept of "disloyal membership," which rewards guests for staying at multiple hotels rather than repeatedly visiting the same brand.
This concept was pioneered by innovative travel companies and independent hotel alliances to break traditional loyalty programs' monotony.
Programs such as The Unbound Collection by Hyatt and the Disloyalty Program introduced by The Standard Hotels are among the early adopters of this approach, recognizing the shifting preferences of modern travelers. Rather than promoting exclusivity within a single chain, these initiatives encourage guests to explore a variety of accommodations, emphasizing experience over repetition.
One of the most prominent examples of this trend is the Dis-loyalty program launched by Ennismore, which operates lifestyle hotel brands like The Hoxton and Mondrian.
This program offers immediate benefits, including discounts on stays, dining, and experiences across its portfolio of hotels (Forbes, 2023). Unlike traditional programs that require guests to accumulate points, this initiative focuses on instant rewards, making it particularly attractive to modern travelers (Travel Weekly, 2023). Another notable example is Accor’s partnership with Ennismore, which introduced a subscription-based loyalty model to provide discounts for members willing to explore different hotels (The Points Guy, 2023).
While this approach may initially seem counterintuitive, it offers significant advantages for hotels willing to embrace it. This paper explores the concept of disloyal membership and its potential benefits for the hotel industry.
The Shift from Traditional to Disloyal Membership
Traditional hotel loyalty programs rely on rewarding repeat visits to a single brand. Guests earn points, achieve elite status, and receive perks such as free stays or room upgrades over time. While this model has been successful, it often lacks flexibility and can be slow in delivering tangible benefits.
Disloyal membership disrupts this model by encouraging travelers to explore multiple properties. Rather than earning points based on frequency, guests are rewarded for trying new locations within a broader hotel portfolio. This model aligns with the changing preferences of travelers who value experiences over accumulation-based incentives (Hospitality Net, 2023).
The shift towards disloyal membership is being driven by the increasing demand for diversity in accommodation experiences. Travelers, particularly younger demographics, prefer boutique hotels, lifestyle accommodations, and unique stays that match their evolving tastes rather than committing to a single chain.
Benefits of Disloyal Membership for Hotels
1. Attracting Experience-Driven Travelers
Modern travelers seek distinctive and immersive experiences rather than brand consistency. Disloyal membership programs cater to this trend by promoting variety. Guests are incentivized to explore different atmospheres and cultural experiences rather than sticking to a predictable hotel chain. Ennismore’s Dis-loyalty program, for example, has successfully captured this audience by offering access to multiple hotels with immediate perks (Skift, 2023).
2. Increasing Market Exposure and Occupancy Rates
Disloyal membership programs introduce hotels to a broader audience by encouraging travelers to visit multiple properties. This model benefits independent hotels or smaller chains that may not have the same brand recognition as major hotel groups. By partnering with larger networks under a disloyalty program, these hotels can attract new customers and increase occupancy rates during low seasons.
3. Reducing Dependence on Third-Party Booking Platforms
Hotels often rely on third-party booking platforms like Expedia and Booking.com, which charge significant commission fees. Disloyal membership programs prioritize direct bookings, allowing hotels to maintain better control over pricing and guest engagement. By encouraging direct relationships, hotels can offer personalized services and increase profitability.
4. Building Stronger Brand Ecosystems
While traditional loyalty programs encourage attachment to a single brand, disloyalty programs create ecosystems where multiple hotels benefit from shared customer bases. This approach fosters cross-promotions and strengthens partnerships between brands. For example, Accor’s collaboration with Ennismore integrates lifestyle brands under one network, allowing them to collectively attract and retain customers (The Points Guy, 2023).
5. Encouraging Sustainable Travel Practices
Over-tourism is a significant issue in many destinations. Disloyal membership programs help distribute travelers across multiple locations rather than concentrating them in a few high-demand areas. This model promotes sustainable tourism by reducing overcrowding in popular cities while supporting lesser-known destinations.
Implementing a Successful Disloyal Membership Program
For a disloyal membership model to be effective, hotels must carefully design their programs to ensure they provide real value while remaining financially viable.
1. Developing an Attractive Reward System
Hotels need to structure their rewards to appeal to guests while maintaining profitability. Offering discounts, exclusive experiences, and priority bookings can incentivize participation without eroding revenue. The success of Ennismore’s Dis-loyalty program lies in its ability to provide immediate perks rather than requiring guests to accumulate points over time (Forbes, 2023).
To us, the reward system is just amazing. For 12 pounds a month, you can get free coffee the entire month in the venues listed on the network. That’s a seriously strong value proposition for consumers looking to go out for a great venue and yet looking to cap their expenses on their coffee expenses
2. Building a Strong Network of Partner Hotels
Collaboration is key to a successful disloyal membership program. Hotels must form partnerships with properties that complement rather than compete with each other. This approach ensures travelers have diverse options while maintaining a high standard of service across the network.
The challenge it faces, though, is to limit itself to hotels only. Some consumers may look for a more varied selection of venues and services instead of hotels. This membership looks like an Accor loyalty membership, and it would benefit from opening up to more venues as WisePass does.
3. Utilizing Technology for Seamless User Experience
A streamlined booking experience is essential for the success of any loyalty program. Developing an intuitive mobile app or website where members can easily browse, book, and access rewards enhances engagement. Many successful programs integrate AI-driven personalization to recommend hotels based on user preferences and previous stays.
4. Marketing and Customer Engagement Strategies
To attract new members, hotels need to leverage digital marketing, influencer partnerships, and targeted promotions. Social media campaigns highlighting unique hotel experiences and benefits of disloyal membership can boost sign-ups. Hotels should also gather guest feedback to continuously improve offerings.
5. Providing Exclusive Perks and Unique Experiences
To stand out from traditional loyalty programs, disloyal membership initiatives should offer experiences beyond just discounted stays. Options like exclusive dining experiences, local cultural tours, and priority access to events can make the program more appealing to travelers looking for memorable stays.
With more than 10 hotel brands, 50 cities, the disloyal membership really provides a great venue selection for world travelers looking for a great place to sip a coffee or simply discover a new hotel
Overcoming Challenges in Disloyal Membership Programs
Despite its benefits, implementing a disloyal membership program comes with challenges that hotels must address to ensure long-term success.
1. Balancing Customer Incentives with Profitability
Hotels need to strike a balance between offering valuable rewards and maintaining profitability. Overly generous discounts may lead to reduced revenue, while inadequate perks might fail to attract travelers. Conducting market research and analyzing guest spending patterns can help refine the reward structure.
2. Ensuring Consistency in Quality Across Partner Hotels
One of the risks of a disloyalty program is inconsistency in guest experience. If a guest has a negative stay at one property, they may be discouraged from using the program again. To mitigate this, hotels should establish clear quality standards and ensure all participating properties adhere to them.
3. Managing Customer Expectations
Traditional loyalty members may struggle to adjust to a model that does not reward long-term commitment to a single brand. Hotels should clearly communicate the benefits of disloyal membership, emphasizing its flexibility and immediate rewards.
The Hoxton Paris was one of the hotel we tested early this year 2025. The service was great, the interior design was fabulous and WisePass really enjoyed discovering that hotel chain.
Conclusion
Disloyal membership presents an innovative approach to customer retention and engagement in the hotel industry. By embracing flexibility and variety, hotels can appeal to modern travelers, expand their reach, and create mutually beneficial partnerships. While it challenges traditional loyalty paradigms, the benefits—including increased occupancy rates, enhanced guest experiences, and sustainable tourism—make it a promising strategy for hotels looking to adapt to evolving consumer preferences.
By implementing a well-structured disloyal membership program, hotels can turn occasional visitors into recurring patrons within a broader network, ensuring long-term success in a dynamic and competitive market.
