Accor’s lifestyle division, Ennismore, which encompasses several brands such as SO/, the hoxton, and Mondrian, will launch a membership program on July 27, 2023.
What amazes me is the name that this program is called “Dis-loyalty,” and it aims to “beat boring” as a nudge to greater Accor.
You can access Ennismore here.
Accor Brands Under Ennismore:
A video that Ennismore has put out:
View this post on Instagram
And a short blurb they have released on Linkedin:
Coming soon… Ennismore is excited to announce Dis-loyalty – a new travel and food membership that beats boring and brings together 10 brands from our lifestyle collective… stay tuned for more…
The Hoxton, Mondrian Hotels, MAMA SHELTER, 25hours Hotels, SO/ Hotels and Resorts, Hyde Hotels, 21c Museum Hotels, Morgan’s Originals and Maison Delano Paris
Conclusion
Doesn’t using Dis-loyalty as the membership program name undermine the greater Accor’s push for loyalty under its Accor Live Limitless (ALL), of which most Ennismore hotels are part?
And if this turns out to be another paid membership, it would be Accor’s 5th, do we really need another?
I am sure we will find out on Thursday what this will all be about (pun intended).
