18 : 08 : 23 : Weekly Debrief

Throughout history, racquet sports have been synonymous with luxury and leisure, reserved for those frequenting exclusive country clubs or indulging in the ambience of affluent beachside resorts. But in the past decade, leisure activities have become entangled with competitiveness and status as the fetishisation of success has driven an expectation that our free time should be spent refining ourselves physically and intellectually. A profound cultural shift, propelled by changing consumer preferences and societal changes, is transforming the racquet market, giving rise to a fresh era characterised by inclusivity, enjoyment and social interaction. All the while, this evolution maintains a strong connection with its aspirational historical roots.

While some sports saw a drop in participation during the pandemic, racquet sports witnessed a resurgence. Tennis participation in the US soared to 23.6m players in 2022, pickleball gained popularity with 8.9m players and the emerging sport of padel attracted some 20m global players, according to a report by the Sports & Fitness Industry Association.

After experiencing such extreme isolation and health threats throughout the pandemic, in-person gatherings have increased at an unprecedented scale, driving the deep desire to get the most out of life. In addition, with health becoming a greater priority for consumers, the leisurely pastimes associated with the sector are being rebranded and reinvigorated, and losing their unfashionable, stuffy or bland reputation.

Global – Ennismore, the hotel group behind brands such as The Hoxton, SO/Hotels and SLS, has unveiled Dis-loyalty, an innovative subscription-based loyalty programme. Unlike traditional loyalty programmes, Dis-loyalty asks members to pay £170 ($216, €197) annually, or £14 ($18, €16) monthly, for exclusive benefits across Ennismore’s 75 hotels and 150 restaurants worldwide.

Members of Dis-loyalty receive a range of perks, including 50% off stays at new hotels within the first three months of opening, 20% off the first stay in any Ennismore hotel, 10% off return stays and 10% off food and drink at most Ennismore restaurants. In addition, members can enjoy a daily barista-made beverage at any Ennismore hotel or restaurant, even if they aren’t staying there. The programme is designed to encourage guests to explore different Ennismore properties and embrace new experiences.

Founder and co-CEO Sharan Pasricha explained that the subscription model rewards members for being disloyal by trying various locations. New ideas about subscription have been pioneered by coffee chains like Pret-a-Manger, Panera and Au Bon Pain, and have since been adopted by others like Sweetgreen. In our Innovation Debrief 2023–2024 report, we assess new iterations of memberships that are better suited to the flexible working, travel and leisure lifestyles of the post-pandemic consumer.