forbes.com
Ennismore's "Dis-loyalty" Program: Redefining Hospitality Marketing
Ennismore, a UK-based hospitality company, is revolutionizing hospitality marketing with its "Dis-loyalty" program, a paid membership model incentivizing exploration and brand discovery across its 17 brands in 35+ countries, challenging traditional loyalty schemes and brand building methods.
- How is Ennismore's "Dis-loyalty" program revolutionizing the hospitality industry's approach to customer loyalty and brand building?
- Ennismore, a hospitality company with 17 hotel brands, is disrupting traditional hospitality marketing by implementing a "Dis-loyalty" program that rewards exploration and spontaneity, unlike traditional loyalty programs that incentivize repeat visits. This program offers discounts on new openings and first-time stays, attracting a leisure audience and simplifying the travel experience.
- What is the impact of Ennismore's unconventional brand segmentation and narrative-based approach on its guest acquisition, brand development, and overall business strategy?
- Ennismore's marketing approach challenges conventional brand segmentation and loyalty models, drawing inspiration from Netflix and Spotify's success in content consumption. By focusing on narrative-based segmentation appealing to psychographic mindsets and utilizing a "drop" model for limited-time offers, Ennismore creates hype and drives engagement, encouraging exploration across its diverse portfolio of brands.
- How does Ennismore's company culture and decision-making processes contribute to its ability to scale rapidly while maintaining its unique brand identity and entrepreneurial spirit?
- Ennismore's innovative approach positions them for significant growth without sacrificing brand individuality. Their narrative-based segmentation strategy not only guides partnerships and market entry but also informs the development of new brands, ensuring a cohesive yet diverse portfolio. This strategy, combined with a flexible and collaborative company culture, is poised to shape the future of hospitality marketing.
Cognitive Concepts
Framing Bias
The article presents a largely positive portrayal of Luger and her marketing approach. While it mentions challenges, the overall tone emphasizes her innovative strategies and successes. The headline itself highlights her success in breaking traditional marketing norms. This framing could potentially influence readers to view her methods more favorably.
Language Bias
The language used is largely positive and admiring, employing words like "fearless," "forward-looking," and "unconventional." While this contributes to the article's engaging tone, it also presents a potentially biased perspective. More neutral language could be used to describe her strategies, such as 'innovative' instead of 'fearless' or 'different' instead of 'unconventional'.
Sustainable Development Goals
Ennismore's approach to developing hotels as vibrant local hubs that integrate into the daily life of their communities fosters sustainable urban development. Their initiatives, such as curating pop-up markets with local artists and transforming lobbies into event spaces for neighborhood gatherings, directly contribute to building inclusive and resilient communities. The focus on creating local F&B concepts that attract both hotel guests and local residents further strengthens the connection between the hotels and the surrounding community, promoting economic activity and social interaction.