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.
Five of the NFTs will first be made available exclusively to IHG One Rewards members through a bidding process via the IHG One Rewards auction platform, available until December 9, and thereafter future campaigns will be announced.
InterContinental is not the first hotel brand to incorporate NFTs into its loyalty program. Last year, Marriott International’s hotel loyalty program Marriott Bonvoy partnered with three digital artists, TXREK, JVY, and Erick Nicolay, to launch a NFT collection.
Other luxury brands tapping into high-earning customers to offer digital collectibles include LVMH-owned cognac brand Hennessy, which recently launched a luxury web3 social club offering NFTs. Luxury car brand Bentley Motors launched NFTs giving a nod to the top-speed Grand Tourer and the number of 1952 R-Type Continentals produced. In addition, luxury fashion company Prada added NFTs to its monthly Time Capsule Collection event.