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.