The Cult of Loyalty: Brand Lessons from Travel’s True Believers

We’re not suggesting your guests form a commune or chant your brand’s name beneath a full moon, but it’s worth admitting—cults, those fierce, often disconcerting collectives, understand loyalty in a way most businesses don’t.In a world ruled by ephemeral choices and fleeting attention spans, true brand devotion isn’t about convenience. It’s about belief. And cults engineer belief better than anyone.Plenty of brands have already noticed. Think of the Amanjunkies, loyal to the brand's every ritual, or the Peloton devotees who flinch at the thought of anyone else touching their resistance knob. These communities blur the line between audience and acolyte. It’s time we studied the playbook—and applied it. Ethically, of course.Here are six provocations—uncomfortable, perhaps, but effective—drawn from the world of cults, reimagined for hospitality brands looking to deepen emotional connection and inspire lasting loyalty.1. Belonging Is a Philosophy, Not a ProgrammeIn a cult, community isn’t a feature—it’s the foundation. It offers a visceral moment of exhale: “I’ve found my people.” Symbols, language, rituals, even roles—these elements don’t just bind; they initiate. The more effort someone invests, the more tightly they hold on.Belmond gets it. Its secret dining experiences, curated cultural immersions, and after-hours access to iconic landmarks aren’t just perks—they’re rites of passage. These gestures make guests feel like insiders, not customers.Luxury isn’t a points programme—it’s a worldview. Belonging is a story that unfolds subtly, over time. It’s a series of small signals and quiet codes that speak to the guest’s sense of self. Whether it’s a handwritten note from a sommelier who remembers your preferred vintage, or a surprise invitation to an off-the-menu experience, these are the gestures that cultivate loyalty far deeper than rewards alone.The question brands should ask is: How do we make guests feel like they’re part of something bigger than a booking?2. Charisma Is a Business StrategyCults don’t gather around balance sheets. They coalesce around people—charismatic figures who embody a philosophy with unshakeable conviction. Virgin Atlantic’s Richard Branson personified the disruptor, with a brand language and service design that felt like an extension of his persona. The red suits, irreverent videos, cheeky attitude—all unmistakably Branson.Your brand doesn’t need a celebrity figurehead. It needs a face, a voice, a myth. Someone to personify the promise.Think of the concierge at a boutique hotel who becomes the trusted insider, or the chef whose story and presence turn a dining experience into theatre. These aren’t just functional roles—they’re characters in a larger narrative, imbued with personality and purpose.3. Purpose Trumps ProductCults don’t trade goods; they trade meaning. They invite followers into a purpose bigger than themselves.Six Senses doesn’t just sell massages or wellness escapes. It offers guests an alignment with a regenerative philosophy—restoring not just the body, but the planet, too. It’s why guests leave not merely relaxed, but transformed.Increasingly, consumers aren’t seeking to be served—they’re seeking to serve something bigger. They want to be part of a movement, not just a transaction. Travel brands that weave sustainability, cultural preservation, or community engagement into their offering don’t just attract guests—they create evangelists.4. Secrets SellCults thrive on exclusivity. The idea that there’s always more to uncover keeps followers hooked. Psychologists call it the “information gap”—the human tendency to crave what’s just out of reach.Singita nails this. Its most coveted offerings aren’t listed on a website. They’re whispered to returning guests—private conservation tours, behind-the-scenes experiences, moments that feel rare because they are. It’s not about protecting the environment alone; it’s about amplifying the sense of privilege and belonging.The same goes for the allure of places like Eremito in Umbria or remote hideaways like Unplugged’s cabins—where the absence of amenities, Wi-Fi, and even directions creates an intoxicating air of secrecy.A brand that hides a little creates a brand that people seek.5. Community Is the ExperienceCults aren’t built on the charisma of the leader alone—they thrive on the cohesion of the group. Peer validation creates a feedback loop of commitment. When everyone believes, no one wants to doubt.Soho House embodies this. Membership isn’t just about access to a beautiful space; it’s an invitation to join a cultural microcosm—DJ sets, speaker series, secret supper clubs. The amenities matter, but it’s the network of people that make them indispensable.The most compelling brands today aren’t defined solely by what they offer, but by how they facilitate connection. If your guests talk about your brand with each other, unprompted, you’ve already won.And in an era where digital overexposure has dulled our senses, these organic communities feel not just engaging, but essential.6. Loyalty’s Slow BurnCults don’t ask you to sell your house on day one. They start small—an invitation, a book, a gathering. Each yes makes the next one easier.Marriott Bonvoy orchestrates this beautifully. Small perks like free Wi-Fi or late checkout draw people in. With each stay, each upgrade, each small indulgence, members ascend closer to the inner circle. The journey is designed to feel earned, not granted.Loyalty isn’t a programme—it’s a pilgrimage. Each step deepens commitment. And what we invest in, we defend.This incremental progression isn’t just about upselling—it’s about creating moments of reflection, decision, and ownership. From the first frictionless booking to the surprise upgrade at checkout, each touchpoint is an opportunity to build memory, deepen trust, and strengthen the bond.In Closing: What We’re Really SellingIt can all feel quite irrational, but loyalty is rarely logical. It’s about identity, not utility. About the stories we tell ourselves when we make seemingly intuitive decisions. It’s how we post-rationalise a purchase.The best travel and hospitality brands are already half-cults. All that’s left is to embrace it consciously, creatively, and ethically. Not by coercing, but by charming.To get there, what’s needed is charisma as much as consistency. Pure amenities won’t cut it, you need a mythos. Go beyond seamless transaction and craft a story that sticks in minds long after check-out.And perhaps most importantly, it’s about daring to make loyalty irrational, unprogrammed, and beautifully human.Matter Of Form is a design consultancy specialising in brand development, CX and digital innovation for timeless brands. We've reimagined loyalty for likes of LVMH, Belmond and Mandarin Oriental. You can get in touch with one of our consultants via hello@matterofform.com. Cults know how to keep people close. Really close. What if travel brands used the same psychology—sans coercion—to create fierce, lasting loyalty?

Matter Of Form Awarded in Campaign’s Best Places To Work 2024

Transforming Luxury Into Legacy: Why ‘Timeless’ Is Always Our Goal

The Cult of Loyalty: What Travel Brands Can Learn from the World’s Most Obsessive Followings