# Anti-Loyalty Memberships Dis-Loyalty Actively Rewards Members for Exploring New Destinations By Laura McQuarrie | Published 2023-07-27 | World Source: Trend Hunter, https://www.trendhunter.com/trends/disloyalty References: [ennismore](https://ennismore.com/stories/dis-loyalty-a-new-travel-food-membership-that-beats-boring/) & [dis-loyalty](https://dis-loyalty.com/)  Dis-Loyalty is a different kind of [food and travel membership](https://www.trendhunter.com/trends/andrew-harper) for a new generation that does not want to be limited to the same experiences and destinations repeatedly. Those who are tired of a lack of variety and exploration will be drawn to the way members of this game-changing membership are encouraged to be adventurous and actively rewarded for being disloyal. This lifestyle program unites more than 75 hotels and 150 restaurants and bars from [Ennismore's](https://www.trendhunter.com/trends/ennismore-1) collective of 10 globally renowned brands to offer 50% off just-opened hotels in the first three months after opening, 20% off every first-time stay in every hotel, 10% off food and drink in any of our restaurants, bars and coffee shops and more. This membership turns [traditional loyalty schemes](https://www.trendhunter.com/trends/the-iconic) on their head and speaks to consumers who want to experience more and spend less time worrying about points and tiers. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 89% | Activity: 88% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel) ## Key Themes ### Why This Trend Is Growing - **Dis-loyalty Memberships:** A new generation seeks variety and exploration through a different kind of membership that actively rewards disloyalty. - **Variety and Exploration:** Consumers are drawn to a lifestyle program that offers a wide range of options and actively encourages adventurous experiences. - **Turning Loyalty Schemes Upside Down:** Traditional loyalty schemes are being transformed to cater to those who prioritize experiences over points and tiers. ### Industries Being Reshaped - **Hospitality:** The hospitality industry can capitalize on dis-loyalty memberships by offering unique experiences and incentives to attract adventurous travelers. - **Travel:** The travel industry has an opportunity to cater to the new generation of travelers seeking variety and exploration through disruptive membership programs. - **Food and Beverage:** The food and beverage industry can tap into dis-loyalty memberships by providing diverse dining experiences and rewards for trying new establishments. ## Related on Trend Hunter - [Progressive Traveler Programs](https://www.trendhunter.com/trends/ennismore-1.md) - [Coffee Disloyalty Programs](https://www.trendhunter.com/trends/disloyalty-program.md) - [Hospitality Loyalty Programs](https://www.trendhunter.com/trends/millennium-hotels-and-resorts.md) - [Progressive Loyalty Reward Programs](https://www.trendhunter.com/trends/rbc-expands-avion-rewards.md) - [Men-Focused Loyalty Initiatives](https://www.trendhunter.com/trends/members-only-rewards.md) - [Luxury Experience Clubs](https://www.trendhunter.com/trends/taste-club.md) - [Fast-Track Loyalty Programs](https://www.trendhunter.com/trends/diamond-reserve.md) - [Gamified Skincare Memberships](https://www.trendhunter.com/trends/no-sun-club.md) - [Indemnified Travel Memberships](https://www.trendhunter.com/trends/delay-defense.md)