Subscriptions becoming the new thing in hotel loyalty programs

Ennismore, the company behind some of the most beloved and unique hotel brands, wants to charge you $200 to join its loyalty program

The idea was pioneered by coffee chains like Pret-a-Manger, Panera, and Au Bon Pain, which have boosted traffic to their stores by offering members free drinks for monthly fees. And now, hotel group Ennismore is taking the model up a notch by applying it to stylish hotels.

Key takeaways

• Among Ennismore’s 75 hotels and 150 restaurants are some of the hospitality’s most beloved and unique brands, The Hoxton, 21c Museum Hotels, SO/ Hotels, SLS, and Mama Shelter among them;
• Unlike traditional hotel loyalty programs, members pay either $216 annually or $18 monthly to join;
• The program offers several benefits: 50% off stays at new hotels within the first three months of opening, 20% off the first stay at any Ennismore hotel, 10% off return stays, 10% off food and beverage at almost all Ennismore restaurants, and a daily barista-made beverage at any of the company's hotels and restaurants, even for non-guests.

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