Accor’s Ennismore lifestyle hotel offshoot has a new recurring Friday promotion for those in its Dis-loyalty program.
Dis-loyalty will now offer “Friday Fix” deals that allow members to enjoy hefty discounts if they book a reservation or have a meal at an Ennismore hotel. Ennismore, which Accor has a majority stake in, includes popular lifestyle hotel brands like The Hoxton, Mondrian, Delano and SLS. Each week will bring a new Friday Fix discount for Dis-loyalty members.
This means 50% discounts on hotel stays for the month after a deal gets announced or 30% discounts on bars and restaurants at selected hotel brands for a week. Dis-loyalty members already get 50% discounts on its “just-opened club” of new hotels, so the promotion is seen as an opportunity to explore some of Ennismore’s iconic existing properties that are suddenly “déja new” — at least in the eyes of the person in charge of selecting that week’s Friday Fix.
The first Friday Fix deals
The first Friday Fix, announced today, is for 50% off hotel stays at Mondrian Doha in Qatar and for SO/ Maldives — on TPG’s list of most-anticipated hotels for this year — for stays throughout May. You have until May 24 to book and take advantage of the half-off nightly rates.
The next Friday Fix on April 19 will see 30% discounts off food and beverage purchases at select restaurants across the entire Ennismore network, including the popular Peruvian rooftop restaurant Llama Inn at the The Hoxton, Shoreditch. Check out the Dis-loyalty website on April 19 for the full list of participating venues. Restaurant discounts extend to advance reservations and walk-ins (You’ll need to show proof of Dis-Loyalty membership on your smartphone.).
The first Friday Fix next month on May 3 will bring another round of 50% off hotel stays, this time offered at Mondrian Hong Kong and SLS Dubai for the entire month of June (with the booking window running from May 3 until June 23).
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To take advantage of each week’s Friday Fix hotel deal, log into the Dis-loyalty website and book hotel reservations there. Show your membership card off the website from your smartphone to take advantage of discounts in hotel restaurants.
The case for Dis-loyalty
Ennismore launched Dis-Loyalty amid the swelling broader travel sentiment that travel loyalty programs aren’t giving as much value as they used to. Thus, more travelers are going “free agent” with loyalty and just booking based on what best suits them at the time. This presents an opportunity for innovations like travel subscription services that offer discounts and perks often associated with various loyalty program tiers.
For $18 per month ($216 per year), Dis-Loyalty members get a variety of benefits:
- 50% off every just-opened Ennismore hotel
- 20% off your first stay at each of Ennismore’s more than 80 hotels
- 10% off all return visits
- 10% of food and beverages at Ennismore’s more than 170 bars and restaurants
- A free barista-made drink every day of the year
- Limited edition experiences, collaborations and more
Rate discounts are based on the Best Flexible Rate on Ennismore’s main booking page, and you won’t have to deal with blackout dates, restrictions or upfront payment. Participating Ennismore hotel brands in Dis-Loyalty are 21c Museum Hotels, 25hours Hotels, Delano, Hyde, Mama Shelter, The Hoxton, Mondrian, Morgans Originals, SO/ and SLS.
Top-tier loyalty members at brands like Hyatt and Marriott might sneer at Dis-Loyalty as a gimmick that doesn’t come with coveted suite upgrades or free breakfast. But think of this as a travel program for changing travel demands. Plus, if you live near a participating hotel, that free barista-made drink every day means you’re overwhelmingly making up that $18 per month membership fee.
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