How Dis-loyalty Is Changing the Future of Travel and Membership
We caught up with Chief Brand Officer, Martina Luger, to find out more.
With members’ clubs on a bit of a decline, solo travel feeling more overwhelming than ever before and the cost of going away only increasing, it’s easy to feel like the future of travel is not looking so bright. However, that’s where Ennismore comes in. Its travel and food membership programme, Dis-loyalty, launched in 2023 and seeks to redefine how we view memberships and exclusivity.
Its premise is simple: reward experimentation and encourage discovery. According to Ennismore’s Chief Brand Officer, Martina Luger, “Community comes from shared experiences – staying somewhere new, rediscovering a city, even your own – not from velvet ropes.”
That’s why with Dis-loyalty, the benefits are immediate, and aren’t confined to loyal customers who have been a part of the membership for years. “Most programs reward you after you’ve already committed (and spent a fair amount, too). Dis-loyalty does the opposite,” Luger tells Hypebae.
Ahead, we caught up with Luger, who has had an extensive career at Nike in the world of sportswear before her move to hospitality, to learn more about the thinking behind Dis-loyalty, how it aims to change perceptions, and its plans for the future.
Read on for the full interview.
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Tell us a bit about your involvement with Dis-loyalty as part of your role. How does it work? What’s special about it?
My role since launch has been to make sure Dis-loyalty shows up in culture in a real way – not just another loyalty scheme. At its simplest, it’s a membership that gives people meaningful savings at new and iconic hotels and restaurants – but the real value is discovery. What makes it special is how it shifts behaviour: it removes the hesitation around trying something new.
Dis-loyalty aims to redefine travel and membership. How does it stand out from other memberships?
Most programs reward you after you’ve already committed (and spent a fair amount, too). Dis-loyalty does the opposite; it lowers the barrier to entry so you can experiment. No points, no tiers, no waiting. Just instant access, curiosity and a sense of fun.
You first joined Ennismore in 2016. How has the travel industry changed since then?
People are far more intentional now. They care about where they go, who created it, and what it stands for. Over the last decade, hotels have shifted from being places you pass through to places you identify with: part hospitality, part lifestyle, part cultural signal.
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What are people looking for from a hotel these days? How has that changed?
They want to feel something. Design matters, of course, but atmosphere matters more. A great hotel today feels lived-in, social and rooted in its location. Not polished to the point of being anonymous.
With criticism around exclusivity and members’ clubs, what do you think is the future of membership programs?
I think we’ll see more layers: broad, open programs for discovery alongside smaller, highly curated clubs for deeper access. Both can coexist; they just serve different needs.
How does Dis-loyalty move away from exclusivity and focus on community instead?
By being open and generous. Anyone can join, and the benefits are immediate. Community comes from shared experiences – staying somewhere new, rediscovering a city, even your own – not from velvet ropes.
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How do you see Dis-loyalty evolving over the next few years?
Dis-loyalty will grow alongside our pipeline of new hotel openings and drops; that feeling of momentum is intentional. It’s designed to keep travel feeling fresh, giving members a reason to keep exploring rather than defaulting to the same places. As it evolves, it becomes less about loyalty as habit and more about loyalty as discovery.
