Luxury hotel brand InterContinental has collaborated with British artist Claire Luxton to embrace blockchain technology through the launch of ten exclusive NFTs. In addition to the custom high-end digital collectibles celebrating the brand’s heritage and travel, the NFTs unlock exclusive travel benefits for members.
The NFTs feature motifs created exclusively for InterContinental, using Luxton’s natural flora and fauna signature aesthetic, whose physical works are valued between £3,000-£5,000 per print. The NFTs celebrate InterContinental’s first hotel in Brazil captured using the blue and yellow macaw, as well as the InterContinental Resort Mauritius represented by the panther chameleon.
Various brands are beginning to experiment with combining web3 with their rewards programs. The luxury end of the market has a good crossover with those that can afford the more expensive NFTs. Tapping into the brand’s already existing high-income members and loyalty program, ownership of one of the ten NFTs also provides members with hotel benefits. These include a one-night stay at the new InterContinental Rome Ambasciatori Palace opening in 2023 and a one-year InterContinental Ambassador status offering exclusive benefits as part of the newly redesigned IHG One Rewards program.
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