Ennismore Launches Twist on Hotel Loyalty: $5 Rooms and Surprise Trips

When Ennismore launched a rewards program in July, the lifestyle hospitality joint venture with Accor said it wanted to stand apart from supposedly boring, generic loyalty programs — partly by adopting a paid subscription model instead. Ennismore on Monday introduced its latest twist.

Called Dis-loyalty Drops, paying program members can race to access exclusive events starting November 9. The nine limited-edition "drops" include securing $5 rooms across five select cities, festive dinner parties for groups of 10, and free trips to European cities, such as Paris, Amsterdam, Lille, or Brussels.

So-called "drop culture" has been popularized by brands like Nike and Adidas, which release limited-edition sneakers in pop-up sales events. Ennismore wants to apply the concept to its most loyal guests at it