Dis-loyalty
Web app design
2023–2024
Ennismore is a global family of luxurious and stylish hotel brands like The Hoxton, Mondrian, and Mama Shelter. They teamed up with us at Planes to launch Dis-loyalty, a one-of-a-kind membership that taps into people's love for new experiences by encouraging members to try something new each hotel stay.
We created a way for people to explore the Dis-loyalty hotels and restaurants through curated categorisation and lifestyle themes. Typically, people who like to stay at The Hoxton will keep coming back to The Hoxton, whichever city they're in. But the idea here was to encourage them to not stay loyal, but to try a different Dis-loyalty brand, and get a hefty discount for doing so. Since launching in August 2023, guests are now booking hotel stays for longer, further in advance, with a higher average booking value.
Process
We developed a brand and design system with Koto, and came up with a number of different concepts for exploring and playfully categorising the 80+ hotels and 170+ bars and restaurants available through Dis-loyalty all over the world. We ran tests with users from the target audience both surrounding the Dis-loyalty proposition, and the concepts and designs we came up with, to tailor it specifically to the people who would be using the product.
Editorial and lifestyle based categories captured the different themes and vibes of the Dis-loyalty outlets and gave people a new way to discover brands and location they might not have thought to visit before. With an extra discount offered for staying somewhere you never have.
The vision
