Many businesses have loyalty schemes that grant exclusive access to customers who spend enough money to climb the loyalty ladder. The vast majority of customers rarely benefit from real rewards. 

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 wanted to offer something new. 

Tapping into a consumer mindset – the desire for new experiences coupled with instant gratification – Ennismore developed Dis-loyalty; a unique membership proposition brought to life through a mobile-first site.

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.

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.

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.

Design cues are taken from the golden age of travel, then subverted with a rebellious voice and tongue-in-cheek spirit that encourages members to reject everything they know about hotel loyalty. The result is a brand that reminds you why we all love to travel and dine out – and pushes you out the door to go and do it.

Dis-loyalty was created as an accessible membership, with no hierarchy or tiers. 
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The platform was built to reflect the accessibility at the core of the Dis-loyalty proposition, using industry-standard practices to ensure a good user experience for all. 

Typography and colours were chosen for readability and contrast, catering to people with colour blindness. Alt tags were added as standard practice across the site for screen reader accessibility.