Captivating Journeys: Exploring NFTs in Travel and Hospitality

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Ludo | Reputation-Driven Discovery Engine for Web3

40 min readSep 20, 2023

Summary

Our article series highlights the transformative role of Non-Fungible Tokens (NFTs) in various industries, focusing here on travel. From Marriott’s augmented reality experiences to ethical tourism initiatives like the Unchained Elephants project, NFTs are reshaping traveler engagement and loyalty programs. Beyond mere digital collectibles, they’re providing unique experiences, revolutionizing loyalty rewards, and fostering brand innovation, signaling a paradigm shift in the travel and hospitality sectors.

In today’s research paper, we bring you examples from Wyndham Hotels, Etihad Airways, All Nippon Airways, Qatar Airways, Lufthansa & Eurowings, Flybondi, Travala, Vueling, Unchained Elephants, Intercontinental, Emirates, Marriott International, Dream Hollywood, Hilton Hotels & Resorts, The NoMo SoHo, Air Europa, Millennium & Copthorne, Regal Hotels Group, AirBaltic, Circa Resorts & Casino, MakeMyTrip, MGM Resorts International, QANTAS and Ca’ di Dio.

Let’s get started…

Welcome to Ludo’s series, a deep dive into the exciting world of Non-Fungible Tokens (NFTs) and their groundbreaking impact on the travel industry. Our goal is to make the complex Web 3.0 world simpler for you, offering the essential knowledge to navigate this ever-changing digital landscape. This series is all about uncovering the huge potential of NFTs and revealing how they’re changing digital ownership and engagement.

As the digital world keeps evolving, NFTs are changing the way we value things in various fields, from arts and entertainment to gaming and more. And now, this innovation is making its way into travel, ready to change how we experience and interact with the world.

Our series is carefully designed to focus on different industries and show how NFTs are making an impact. In this part, we’re turning our attention to travel, exploring how NFTs are transforming the travel experience. They’re making travel more personal and authentic, rethinking loyalty programs and how customers engage. NFTs are opening up a new era of exploration.

Every article in this series takes a deep dive into NFTs in a specific industry. We’ll look at what benefits they bring, the challenges they face, and the exciting possibilities they offer for the future. We’ll use real-world examples and easy-to-understand visuals to give you insights and highlight emerging trends in the NFT world.

Whether you’re someone who loves to travel and is curious about tech, a travel professional wanting to understand NFT potential, or just

someone eager to explore new ideas, this series will take you on a fascinating journey into the world of NFTs in travel. So, let’s get ready to embark on this exciting virtual adventure into the world of NFTs in the travel industry!

Travel and Hospitality: Navigating a New Digital Era

The travel and hospitality fields are familiar with the constant stream of new technologies. As people around the world look for more memorable and seamless travel experiences, the industry is embracing innovative solutions. This is where Non-Fungible Tokens (NFTs) step in, the latest digital innovation that’s reshaping these sectors. From tokenized art in Hilton Hotel rooms to NFT-backed VIP experiences at luxury resorts, and even digital passports offering unique virtual travel adventures, NFTs are changing the very nature of travel and accommodation.

In this article, we’re embarking on an enlightening journey to explore how NFTs are transforming the travel and hospitality landscape. We’ll see how they’re bringing unmatched value to both businesses and travelers.

In the initial section of this article, we present numerous instances of NFT technology effectively integrated into the travel and hospitality sector. As we conclude, we evaluate these implementations across different use cases, culminating in an analysis that encapsulates our research and offers insights into the potential evolution of this domain in the upcoming months.

But now, let’s dive into a future where a journey isn’t just about reaching a destination, but also about cherishing digitally-enhanced memories and experiences. So, here are the leading projects that are using NFT technology in the travel and hospitality domain.

NFT Use Case Comparison

Analysis

The incorporation of NFTs by the travel and hospitality sector reveals an array of versatile applications extending beyond digital collectibles. These applications encompass immersive encounters, ethical endeavors, and inventive loyalty programs, signifying a shift in how guests engage with hotels and resorts. Together, these instances highlight the industry’s dedication to adopting technological progress, elevating guest involvement, and influencing the trajectory of travel experiences. With use cases continuously evolving, NFTs are positioned to play a pivotal role in reshaping the hospitality landscape. Here is a compilation of use cases within the travel and hospitality industry:

Augmented Reality Adventures and Personalized Journeys: The Moxy Universe campaign by Marriott International showcases how NFTs can be used to extend the hotel experience beyond physical spaces. By allowing guests to create avatars and embark on personalized augmented reality journeys, Marriott introduces a new layer of engagement that merges the real and virtual worlds. This demonstrates how NFTs can enhance guest interaction, making their stay more interactive and memorable.

Innovative Loyalty and Rewards Programs: Both Wyndham Hotels and Travala have demonstrated how NFTs can revolutionize loyalty and rewards programs. Wyndham’s partnership with Bakkt introduces a rewards program where loyalty points can be converted into cash, bitcoin, or gift cards. Travala’s Travel Tiger Club leverages NFTs to offer users access to their premium membership tiers, providing benefits like ambassador bonuses, discounted bookings, and unique travel drops. These examples highlight how NFTs can provide a novel approach to loyalty programs, offering users more flexibility and value.

Ethical Tourism and Social Impact: The Unchained Elephants NFT art project stands as a powerful example of how NFTs can be leveraged for social impact. By raising awareness about unethical elephant tourism practices and using NFT sales to fund the rescue of captive elephants, this initiative highlights the potential of NFTs to drive positive change and support ethical tourism efforts.

Exclusive Experiences and Membership Programs: The NoMo SoHo Hotel’s NFT-based reservations and Dream Hollywood’s NFT Membership Program showcase how NFTs can be used to offer exclusive experiences and memberships. By integrating NFTs with real-world offerings, these hotels provide a unique value proposition to their guests, catering to tech-savvy travelers seeking immersive and novel experiences.

Innovative Event Ticketing: MGM Resorts International’s partnership with Jabbawockeez to create NFT-ticketed events demonstrates the potential of NFTs in reimagining event ticketing. The limited edition NFT tickets not only provide entry to the event but also transform into multimedia keepsakes. This use case illustrates how NFTs can enhance event experiences by offering additional content and engagement opportunities.

Creative Brand Promotion and Differentiation: Ca’ di Dio’s use of NFTs for a unique auction of stays at their Venice hotel highlights how NFTs can be used for brand promotion and differentiation. By targeting a specific audience of NFT enthusiasts, the hotel was able to create buzz and interest around its brand, showcasing a forward-looking approach to technology adoption and innovation.

Conclusion

In a swiftly evolving digital world, the hospitality and travel industry stands witness to a surge of innovation. The integration of Non-Fungible Tokens (NFTs) and blockchain technology ushers in a fresh era of guest experiences, loyalty programs, and interactive offerings. From personalized augmented reality adventures to NFT-based membership programs, hotels and resorts harness the power of NFTs to craft distinct, lasting moments for their guests.

Enterprises like Marriott International and Wyndham Hotels, alongside other leaders in the field, delve into the NFT realm, showcasing their commitment to stretching boundaries and redefining guest engagement. These endeavors, whether through immersive Moxy Universe exploits or the rollout of blockchain-driven rewards programs, underscore an industry evolving to meet the expectations of tech-savvy travelers.

NFT utilization extends beyond digital collectibles — it’s a pathway to revolutionizing how travelers connect with their destinations. Whether a luxury beachfront resort enhancing loyalty rewards with NFTs, a hotel offering exclusive NFT-powered stays, or an art initiative rescuing captive elephants through NFT sales, this technology’s applications span the gamut from entertainment to social impact.

Moreover, NFTs have unlocked streams of revenue and avenues for brand distinction, granting hotels and resorts a means to stand out amid competition. As these pioneering instances elucidate, NFT integration transcends technology; it’s about nurturing meaningful connections, incubating innovation, and aligning with the ever-evolving tastes of contemporary travelers.

While this article examines diverse facets of NFT integration within the hospitality and travel sector, it’s evident that the journey is in its infancy. As technology advances and traveler expectations transform, we can anticipate a myriad of creative and transformative NFT applications shaping the future of hospitality and travel. Ultimately, these innovative ventures highlight the industry’s enduring commitment to delivering remarkable and indelible experiences for voyagers worldwide.

Wyndham Hotels | 2021–2024

Platinum Bay NFT

Platinum Bay, an exquisite luxury beachfront resort, was developed in collaboration with Wyndham Hotels & Resorts. Nestled in the captivating region of Phuket, Thailand, this ambitious $150 million construction project underwent completion and opened its doors in the first quarter of 2024. The resort’s impressive layout boasts 15 distinct buildings accommodating a total of 432 lavish rooms. With its array of landscape pools interconnected by a cascading water system, numerous bars, restaurants, and a host of amenities, Platinum Bay offers an unparalleled beachfront haven. Perfectly positioned adjacent to Kamala Beach, this resort is the epitome of opulence and provides guests with an extraordinary luxury retreat.

Wyndham Hotels X Bakkt

Wyndham Hotels established a strategic partnership with crypto startup Bakkt to introduce an inventive rewards program that offers users the convenience of converting loyalty currencies, such as points, into cash, bitcoin, or discounted gift cards. This collaboration also empowers Bakkt users to directly utilize their loyalty points for payments across a growing network of merchants. The Bakkt app serves as the conduit through which members can effortlessly connect, track, and redeem their Wyndham Rewards points.

Bakkt’s mission is to enrich the customer experiences of its partners, including Wyndham, by serving as a bridge to cutting-edge payment solutions and broader applications for loyalty currencies. By enabling seamless access to the versatile spending options available within cryptocurrencies, loyalty and reward points, as well as gift cards, Bakkt accelerates the growth of enterprises and enhances customer engagement.

Eliot Hamlisch, Executive Vice President of Loyalty and Revenue Optimization at Wyndham Hotels & Resorts, highlighted the significance of this collaboration in enhancing the value of Wyndham Rewards points for existing members and attracting new travelers to the program. As part of the innovative landscape, brands like Wyndham are leveraging emerging digital solutions to elevate brand interaction and elevate customer satisfaction. Bakkt’s Pay with Points platform streamlines integration, support, and reconciliation with enterprises, eliminating barriers and expanding consumers’ reward utilization capabilities.

References:

Etihad Airways | July 2022 — August 2023

‘Etihad Horizon Club’ | July 2023

Etihad Airways, the UAE’s national airline, introduced an NFT collection and a Web3 loyalty program that allowed passengers to stake their NFTs for airline miles.

Etihad Airways ‘Horizon Club’ Web3 Loyalty Program | July 2022

Etihad Airways had announced the expansion of their EY-ZERO1 NFT collection with a Mission: Impossible-themed Boeing 787 Dreamliner NFT release. This collection was based on the Polygon blockchain. Holders of these NFTs had received benefits such as Etihad Guest Silver Tier Status, priority check-in, lounge access, and the ability to earn miles by staking their NFT assets. The original EY-ZERO1 collection had provided similar advantages, but this new release had offered extended digital and real-world rewards, including a year of Etihad Guest Silver Tier Status, boosted mileage earnings, and membership perks.

In September, Etihad had planned to launch the “Horizon Club” Web3 loyalty program, allowing NFT holders to lock up their tokens and earn Etihad Guest Miles, which could be redeemed for flights and upgrades. This initiative had followed the growing trend of airlines exploring blockchain-based offerings. Etihad’s NFTs had been developed in collaboration with Arcube, its official Web3 partner, and payments had been facilitated by Crossmint. This had reflected a broader industry shift toward incorporating Web3 and NFTs to provide enhanced customer experiences.

“EZ-ZERO1” NFT Collection | July 2022

Etihad Airways had introduced their first NFT collection named ‘EY-ZERO1’, featuring intricate 3D aircraft models, including unique Boeing 787 Dreamliner designs. The limited edition collection of 2003 NFTs, commemorating the airline’s establishment year, had offered immediate Etihad Guest Silver tier membership for a year upon purchase. Additionally, ten lucky winners had received complimentary flight tickets. NFT holders had gained access to upcoming collections and future metaverse products as part of Etihad’s Web3 strategy.

The NFTs had been priced at $349 plus tax and could also be acquired through the Etihad Guest Reward Shop using Etihad Guest Miles. Notably, the NFT emissions had been monitored for sustainability, aligning with the airline’s commitment to environmental goals.

Earning Miles With Etihad Airways NFTs | August 2023

Etihad Airways had expanded its loyalty and rewards programs by introducing a 300-edition expansion to its EY-ZERO1 NFT collection. NFT holders had been able to stake their digital assets to earn Etihad Guest Miles, enhancing their travel experiences. The new NFTs had featured Boeing 787 Dreamliners with branding from the “Mission: Impossible — Dead Reckoning Part One” movie, appealing to aviation enthusiasts and movie buffs.

The upcoming collection had offered rewards including a 12-month Etihad Guest Silver Tier Status, priority check-in, boosted mileage earnings, lounge access, and membership to the Etihad: Virtual Club. This initiative had aligned with the broader trend in the airline industry, where carriers had integrated blockchain technology and NFTs to provide unique offerings to their customers. The collaboration with Arcube and Crossmint had further underscored Etihad’s commitment to innovative loyalty programs.

In conclusion, Etihad Airways had introduced an NFT collection and a Web3 loyalty program, allowing NFT holders to earn miles by staking their assets.

This innovative approach aligned with the evolving landscape of blockchain technology and NFTs in the aviation industry, providing customers with enhanced benefits and experiences.

References:

All Nippon Airways | May, June 2023

ANA GranWhale NFT MarketPlace

https://www.coindesk.com/web3/2023/06/01/japans-largest-airline-group-ana-launches-nft-marketplace/

All Nippon Airways’ NFT Marketplace Debut | May 2023

ANA introduced its NFT marketplace named ‘ANA NFT’, collaborating with Origin Protocol and utilizing the Ethereum blockchain. This endeavor demonstrated ANA’s commitment to adopting innovative technologies and engaging with customers in new ways. The platform offered digital assets representing ANA’s legacy, catering to aviation enthusiasts and NFT collectors. ANA’s move into the NFT space aligned with its mission to provide unique offerings and experiences to its audience in the evolving digital landscape.

Japan’s All Nippon Airways (ANA) Launches NFT Marketplace | June 2023

Japan’s All Nippon Airways (ANA) unveiled its NFT marketplace, “ANA NFT,” on June 1, 2023. Developed in collaboration with Origin Protocol, the Ethereum-based platform enables customers to buy and trade NFTs representing ANA’s aviation history, aircraft, and services. ANA aimed to attract aviation enthusiasts and collectors by offering limited-edition NFTs, thereby enhancing customer engagement through digital collectibles in the metaverse.

ANA Ventures into NFT Business | June 2023

ANA entered the NFT space to capitalize on innovation. The airline intended to launch an NFT marketplace that featured digital collectibles related to its aviation history and offerings. By embracing NFTs, ANA aimed to engage collectors, aviation enthusiasts, and travelers who valued unique digital assets, expanding its presence in the digital market and creating novel customer engagement avenues.

References:

Qatar Airways | June 2022 — June 2023

Qverse

https://gagarin.news/news/nfts-and-metaverse-airlines-boarding-the-web3-journey/

NFTs and ticket purchases in Metaverse QVerse | June 2022

Qatar Airways is further developing its Metaverse and digital space. The state-owned airline will be adding NFTs and ticket purchases to its virtual world, QVerse.

The QVerse launched in April 2022 and was created by one of the most advanced 3D creation tools, Epic Games’ Unreal Engine. The airline’s digital world is a VR platform that helps passengers navigate, check-in for flights at Hamad International Airport (HIA), and take a virtual tour of the airplane’s interior cabin.

“With physical boundaries beginning to be challenged by the metaverse on an increasingly larger scale, it is exciting to embrace a technology that enables all travel enthusiasts to enjoy a unique immersive experience of our award-winning products and services,” said Qatar Airways CEO Akbar Al Baker.

Aside from NFTs, the company intends to make the QVerse accessible via other Metaverse platforms such as The Sandbox and Decentraland, as well as make it compatible with the Oculus Quest VR.

“We are currently focusing on creating our metaverse rather than investing in Decentraland or Sandbox. But we do not rule out this plan. We continue to explore how we can develop this area and strategically incorporate NFTs into QVerse,” according to Baker.

References:

Lufthansa | May 2023

https://www.lufthansa.com/de/de/lufthansa-first-class-flotte

Lufthansa, Eurowings, and other players in the travel industry are embracing Web3 technologies to drive innovation. They are exploring the integration of blockchain, NFTs, and decentralized finance (DeFi) to transform various aspects of the travel sector.

Lufthansa and Eurowings Embrace Web3 Technologies

Lufthansa and its subsidiary Eurowings are leading the way in adopting Web3 technologies. They are exploring the potential of blockchain, NFTs, and DeFi to enhance customer experiences, loyalty programs, and operational efficiency.

Blockchain and NFTs for Enhancing Customer Experiences

These airlines are considering the use of blockchain and NFTs to offer unique and personalized experiences to travelers. By tokenizing assets such as boarding passes, travel itineraries, and loyalty rewards, they aim to provide seamless and secure interactions for passengers.

Transforming Loyalty Programs

Lufthansa and Eurowings are also looking to revamp their loyalty programs using blockchain and Web3 technologies. By issuing NFT-based loyalty tokens, travelers can have more control over their rewards and even trade or sell them on NFT marketplaces.

Exploring DeFi Applications

Decentralized finance is another area of interest for these airlines. By integrating DeFi protocols, they can potentially streamline payment processes, reduce transaction costs, and offer more flexible financial services to both customers and partners.

Collaboration with Tech Startups

To accelerate their Web3 initiatives, Lufthansa and Eurowings are collaborating with tech startups and experts in the blockchain and cryptocurrency space. This collaborative effort aims to leverage the expertise of these partners to implement innovative solutions.

Industry-Wide Innovation

Lufthansa and Eurowings’ adoption of Web3 technologies is part of a broader trend within the travel industry. Various players are recognizing the potential of blockchain, NFTs, and DeFi to revolutionize how travel-related services are offered and experienced.

These developments underscore the growing influence of Web3 technologies in reshaping traditional industries like travel, fostering innovation, and creating new opportunities for customer engagement and operational efficiency.

References:

Flybondi | March 2023

“NFTickets” : Lunch of Ticket 3.0

https://aviationsourcenews.com/airline/flybondi-introduces-ultra-low-cost-cargo-operation/

The Argentinian low-cost airline Flybondi integrated Web3 into its ticketing process by issuing e-tickets as non-fungible tokens (NFT). The new integration, known as Ticket 3.0, expanded its existing partnership with NFT ticketing company TravelX, which had launched in September 2022. The NFT ticketing technology, built on the Algorand blockchain, allowed passengers to change their name, transfer, or sell their “NFTickets’’ independently.

Flybondi had stated that the NFT ticket “offered a more flexible travel experience that allowed passengers to buy in advance without defining travel plans or travelers.” In return, the airline was able to reduce customer service costs and increase revenue from trading fees.

Passengers could purchase travel tickets through the Flybondi website using fiat currency. TravelX then issued a synchronized NFT ticket alongside the regular e-ticket. Travelers created a Ticket 3.0 account to manage and store their NFTs through Flybondi. The airline integrated ticket-related rules and conditions into the NFT’s smart contract.

Flybondi’s CEO Mauricio Sana had mentioned, “With this launch, we sought to generate a positive impact in the aviation industry through innovation and the application of blockchain technology.” TravelX’s partnership with Spanish airline Air Europa and integration with Latin American crypto exchange Lemon further expanded the scope of NFT ticket adoption. Over 60 airlines worldwide were also exploring the use cases of TravelX’s NFT tickets.

References:

Travala | February 2022 — March 2023

The “Open Passport” | March 2023

https://www.travala.com/blog/open-passport-now-available/#:~:text=Developed%20by%20Dtravel%20and%20launched,booking%20completed%20on%20Travala.com.

Travala x Dtravel announced that they’ve launched a beta version of their travel profile called the Open Passport!

The product enables Travala.com’s Diamond tier Smart Program members to mint a blockchain-based travel passport and commemorate their trips by collecting NFT stamps for every completed hotel, flight and activity booking on Travala.com. Diamond members will be able to claim stamps on every one of Travala.com’s 2.2 million accommodations, 600+ airlines and more than 400,000 activities.

Travel Tiger Club | February 2022

Blockchain-based online travel agency Travala, has created an NFT-based travel rewards program that gives users access to its Smart Diamond membership tier.

The Travel Tigers collection comprises 1,000 unique randomly generated NFTs, which Travala says is the first in a series to be released on the Ethereum chain.

Each NFT helps users access the Smart Diamond membership on Travala.com, where they are eligible to earn ambassador bonuses. Smart Diamond membership will be available to users that lock up to 2,500 AVA tokens and also connect their Travel Tiger NFT.

Each quarter, a pool of travel credits worth 10% of Travala net revenue will be made available to claim by Smart Diamond members. Members also have the opportunity to receive randomized travel drops, which are prizes that range from luxury hotel stays to flight tickets to private retreats.

Travala says that as it grows, so, too, will its Smart Diamond membership program to expand the reach of its ambassador community. The company says this “support-to-earn” model will benefit the OTA by enlisting dedicated community members to help drive platform growth, which in turn will benefit ambassadors by growing the rewards pool.

In addition to ambassador bonuses and travel drops, Smart Diamond members will also receive benefits including up to 10% loyalty rewards giveback paid in AVA, up to 3% discount when paying in full with AVA, 5,000 governance votes on proposals, Concierge.io access for bookings over $20,000, TRVL token airdrops and more.

Founded in 2017, Travala offers 3,000,000 travel products worldwide, including stays, flights and activities.

Backed by Biance, Travala accepts more than 50 leading cryptocurrencies in addition to traditional payment methods, with about 70% of its bookings made in crypto.

References:

Vueling | January 2023

https://biz.crast.net/vueling-signs-crypto-deal-to-explore-nft-tech/

Spanish airline Vueling is making strides to incorporate cryptocurrencies and NFTs into its operations, marking a significant move in the aviation industry.

Vueling to Accept Cryptocurrency Payments and Explore NFTs | January 2023

Vueling, a prominent Spanish budget airline, was poised to embrace innovative changes as it introduced cryptocurrency payments for flights in Europe. Starting in the latter part of 2023, Vueling planned to allow customers to use cryptocurrencies as a booking method for purchasing tickets. This initiative stemmed from the airline’s collaboration with Criptan, a Web3 technology firm that specialized in blockchain and crypto solutions. The partnership aimed to offer enhanced convenience to crypto-savvy passengers, enabling them to fly without relying on traditional fiat currency. Furthermore, Vueling considered integrating NFTs into its strategy, thus furthering its exploration of the world of blockchain technology. By venturing into cryptocurrency payments and exploring NFTs, Vueling demonstrated its commitment to adopting innovative technologies and catering to evolving customer preferences.

Exploring NFT Technology and Crypto Payments | January 2023

Vueling’s collaboration with Criptan was centered around exploring NFT technology and crypto payments. This collaboration represented a strategic move by the airline to stay at the forefront of technological advancements in the aviation industry. By leveraging Universal Air Travel Plan (UATP) technology, Vueling aimed to offer crypto payments for plane tickets, potentially becoming one of the pioneering European airlines to accept cryptocurrencies as a means of payment. This initiative not only aligned with industry trends but also reflected Vueling’s dedication to customer-centric solutions and innovative approaches.

Embracing Cryptocurrencies for Payment | January 2023

Vueling’s partnership with BitPay further solidified its commitment to embracing cryptocurrencies for payments. The airline was set to accept a range of cryptocurrencies, including Bitcoin, Ether, Bitcoin Cash, Litecoin, Dogecoin, and Shiba Inu. This move positioned Vueling as a trailblazer among European airlines, as it prepared to become the first low-cost carrier to accept digital assets as payment. This embrace of cryptocurrencies aligned with Vueling’s digital presence and signified a move toward enhancing global payment efficiency, security, and affordability within the airline industry.

In conclusion, Vueling’s proactive approach to integrating cryptocurrencies and exploring NFTs reflects its dedication to innovation and meeting evolving customer demands. These initiatives mark a pivotal step toward reshaping payment methods and customer engagement strategies within the aviation sector.

References:

Unchained Elephants | December 2022

Unchained Elephants NFT

https://www.facebook.com/unchainedelephants/

The Unchained Elephants NFT art project has a mission to rescue captive elephants in Thailand’s tourism industry and create a community of conscious travelers. With 9,900 unique elephant-themed NFTs, the project seeks to raise awareness about unethical elephant tourism practices. Primary sales contribute 40% to buy and retire captive elephants in ethical sanctuaries, while secondary sales support the rescued elephants’ maintenance. Initial holders receive adoption certificates and exclusive perks like sanctuary tours and travel discounts. The project emerged in response to the pandemic’s impact on elephant livelihoods, aiming to rescue them from industries like logging and exploitative practices like animal shows. Unchained Elephants envisions not only aiding the animals but also fostering an animal-friendly travel community and promoting ethical tourism practices.

References:

InterContinental Hotels Group (IHG) | November 2022

https://www.travelpulse.com/news/hotels-and-resorts/intercontinental-hotels-enters-the-metaverse-with-exclusive-travel-benefits

IHG Hotels & Resorts has entered the non-fungible token (NFT) and Web3 space by launching its first NFT collection in collaboration with British artist Claire Luxton. The collection consists of 10 exclusive NFTs that draw inspiration from the beauty of global travel and the hotel brand’s rich heritage and diverse destinations, each NFT in the collection features artwork created specifically for IHG. These pieces depict vibrant and immersive scenes of flora and fauna, representing various locations within IHG’s portfolio. By launching this NFT collection, IHG aims to offer a new way for guests to experience art and engage with the brand. The collaboration with Claire Luxton enables IHG Hotels & Resorts to connect with culture and guests in a contemporary way, reflecting the brand’s ethos of discovery and modern luxury, each of the 10 NFTs in the collection includes several benefits for the owners. These benefits include a rare utility that adds value beyond the artwork itself, ownership of a 1-of-10 custom artwork from Claire Luxton and the InterContinental Ambassador status with elevated recognition and exceptional benefits in the IHG One Rewards program, and a one-night stay at the new InterContinental Rome Ambasciatori Palace, scheduled to open in 2023.

References:

Emirates | April, October 2022

https://nftevening.com/emirates-becomes-the-next-airline-flying-into-the-nft-scene/

Emirates, a prominent airline, is venturing into the realm of NFTs and the metaverse, reflecting a significant shift in its approach to passenger engagement.

Emirates’ NFT Launch | April 2022

Emirates had planned to launch its own NFTs, enabling customers to engage with the airline in innovative ways. This move was aimed at capturing the growing interest in NFTs and capitalizing on the potential of blockchain technology. By entering the NFT space, Emirates aimed to create novel avenues for customer interaction and further establish itself as a leader in the aviation industry’s digital transformation.

Emirates Enters the NFT Scene | April 2022

Emirates entered the world of NFTs, a move that aligned with its innovative approach to customer engagement. By launching NFTs (non-fungible tokens), the airline provided customers with the opportunity to own and trade digital collectibles related to its brand. This strategy catered to the growing interest in digital assets and collectibles among modern consumers, further enhancing Emirates’ brand presence.

NFTs and Experiences in the Metaverse | April 2022

Emirates was set to launch NFTs and unique experiences within the metaverse for both passengers and staff. This forward-thinking approach demonstrated the airline’s commitment to embracing technological advancements. The initiative aimed to provide immersive experiences to passengers through digital assets and metaverse interactions, fostering a new level of engagement and loyalty.

Emirates hiring cabin crew to train for the metaverse | October 2022

Emirates took steps to prepare for the metaverse, a virtual shared space that combines physical and digital reality. The airline recognized the potential of this emerging technology and aimed to adapt its operations to offer unique experiences to passengers. The initiative involved training staff to navigate and operate within the metaverse environment, positioning Emirates as an early adopter in the aviation industry’s engagement with this evolving digital space.

In conclusion, Emirates is proactively exploring the possibilities offered by the metaverse and NFTs. These initiatives underscore the airline’s commitment to innovation and customer-centric strategies, positioning Emirates as a trailblazer in redefining passenger experiences in the digital age.

References:

Marriott International | December 2021 — July 2022

“Moxy Universe, Play Beyond” | July 2022

https://news.marriott.com/news/2022/07/12/lets-play-augmented-reality-takes-off-at-moxy-hotels-with-the-moxy-universe-play-beyond-asia-pacific-campaign

Moxy® Hotels, a distinctive brand within Marriott Bonvoy’s impressive portfolio, has unveiled its captivating “Moxy Universe, Play Beyond” augmented reality adventure in the Asia Pacific region. Geared towards the spirited and young-at-heart, Moxy breaks away from traditional hospitality norms by extending its “Play On” experiences from physical spaces to the virtual realm via the Moxy Universe.

Spanning from Shanghai to Tokyo, the Moxy Universe beckons guests to embark on a personalized journey using their own avatars within 12 Moxy hotels across Asia Pacific. This immersive experience, available from July 12 to December 31, 2022, allows guests to customize avatars through mobile devices prior to their arrival. A variety of hairstyles, outfits, and accessories can be chosen. Upon arriving at the hotel and checking in at the Bar Moxy, guests access the Moxy Universe by scanning a designated QR marker, triggering a minimum of five interactive challenges across guest rooms and public areas. Successfully completing these challenges awards guests with enticing prizes.

Jennie Toh, Vice President of Brand Marketing and Brand Management Asia Pacific at Marriott International, expressed enthusiasm about the launch, stating, “Moxy has always challenged the status quo by inviting guests to live in the moment. With the campaign, we are bringing Moxy’s ‘Play On’ spirit to another dimension through fun, immersive experiences while creating greater connections with our guests.” The Moxy Universe augments the hotel experience, reinforcing the brand’s commitment to innovation and guest engagement.

Marriott Bonvoy NFT Collection | December 2021

Marriott Bonvoy, the acclaimed travel program encompassing 30 exceptional hotel brands and diverse experiences under Marriott International, has partnered with emerging digital artists TXREK, JVY, and Erick Nicolay to craft three unique Non-Fungible Tokens (NFTs). Setting a pioneering example, Marriott Bonvoy is set to become one of the hospitality industry’s first brands to venture into NFT creation. The unveiling of these digital artworks, inspired by the program’s global “Power of Travel” campaign, took place on December 4 at Art Basel Miami Beach 2021.

Brian Povinelli, Senior Vice President of Brand, Loyalty, and Portfolio Marketing at Marriott International, expressed enthusiasm about this endeavor, stating, “We continuously seek opportunities to defy what is conventional and, with our entry in the digital goods space, we are further igniting the transformative power of travel in the virtual world, while supporting this growing community of incredibly talented artists.”

NFTs, distinctive digital collectibles traded on the blockchain, symbolize the metaverse’s “key.” The metaverse envisions 3D virtual landscapes in the digital realm. Each NFT produced for Marriott Bonvoy represents the artists’ unique perspectives on travel, showcasing how the experience of travel profoundly impacts the human spirit. This innovative initiative combines the world of hospitality with the realm of digital art, creating a harmonious blend of creative expression and transformative travel experiences.

MΞMORIED, created by Tarek Mustapha a.k.a. TXREK (Tarek Em), uncovers the magic envisioned from new experiences. Each destination provides its own adventure, with each experience logged into a memory that adds to the previous one as if they are connected. The digital art incorporates Marriott Bonvoy’s path connector as a pathway to the magical journeys ahead and the peace of mind in staying at any of the approximately 7,900 properties within the Marriott Bonvoy portfolio.
The Emotional Journey, designed by Jared “Jay” Richardson (JVY), was inspired by the ability of environmental travel to evoke different emotions, whether seeking inspiration escaping reality, or fulfilling one’s curiosity to explore. The digital art travels between three environments, each expressing a different point of time — from the forest where one can feel lost and the utopia where everything is perfect to the futurism which conveys a postmodern reality.
THE EXPERIENTIAL IN BETWEEN, developed by Erick Nicolay, explores the duality between the curated elegance of indoor travel experiences and the awe-inspiring scenic exploration of outdoor traveling experiences, with Marriott Bonvoy as the final destination. The digital art merges his appreciation for interior design and love for external nature only made possible through 3D realistic depictions.

On December 4, 2021 at 10:30 p.m., the highly anticipated unveiling of Marriott Bonvoy’s NFTs took place at the FaZe Forever Powered by MoonPay event during Art Basel, an esteemed showcase of modern and contemporary art. Attendees were drawn in by a countdown clock, leading to the NFTCODE reveal. In an exciting twist, three fortunate individuals were selected to each receive one of the NFTs along with a substantial reward of 200,000 Marriott Bonvoy points.

Marriott Bonvoy’s groundbreaking “Power of Travel” campaign had previously achieved multiple industry and company milestones, such as being the first hospitality brand to engage TikTok and incorporating Pinterest’s real-time trends in an out-of-home placement. Looking ahead to the upcoming year, Marriott Bonvoy is committed to further establishing its presence within the metaverse. The brand’s intent is to continue engaging with consumers in innovative and impactful ways, showcasing a dedication to creativity and evolution in the hospitality landscape.

References:

Dream Hollywood | June 2022

Dream Hollywood’s NFT Membership Program

https://www.dreamhotels.com/hollywood/social-club-at-dream-hollywood/social-club-insiders

Dream Hollywood, a luxury lifestyle boutique hotel, introduced its first-ever VIP membership program named Social Club. This unique offering was accessible through Non-Fungible Tokens (NFTs), represented by limited-edition Perry Cooper NFT artworks. The membership combined exclusive experiences in both the real world and the metaverse, aiming to provide guests with an exceptional and unparalleled experience. Early access to the memberships was available at a discounted rate during a live launch event, co-hosted by DJ and Web3 influencer Georgia Sinclair. Alternatively, memberships were offered on OpenSea.

Membership benefits were intricately tied to the NFT, offering bespoke metaverse activations, private events with the Crypt Gallery (creators of the NFT gallery exhibit), gym access, poolside lounging, concierge services, co-working spaces, luxury car use, and more. These perks extended to discounts on hotel rooms, poolside cabanas, event spaces, and other offerings.

The Social Club benefits lasted for a year, with purchasers retaining the NFT for future use. Members also had the option to sell their NFT within the year, transferring benefits to the buyer.

Dream Hollywood’s General Manager, Vaughn Davis, emphasized the hotel’s commitment to innovation and entertainment since its opening in 2017. The collaboration with artists and technology showcased the hotel’s dedication to offering exceptional experiences.

The commissioned NFT artworks by Perry Cooper aimed to depict a futuristic ‘Concierge of the Future,’ connecting the real world and the Metaverse. The concept highlighted the convergence of physical and digital experiences.

Dream Hotels had plans to expand a similar membership program to Dream Doha in Qatar, aligning with the brand’s pursuit of innovation and art within the hospitality industry.

References:

Hilton Hotels & Resorts | June 2022

NFT Program to Delight Guests in Partnership with Niio Art

Renowned global hospitality company Hilton has revealed a pioneering digital art and NFT pilot initiative at select properties in New York City. This program entails the introduction of curated art collections by leading digital artists that will rotate seasonally, enhancing the aesthetic experience for guests.

Hilton’s collaboration with Niio Art, an eminent figure in the digital art and NFT landscape, enables the integration of digital artwork into guest rooms and public spaces at the iconic New York Hilton Midtown and Conrad New York Midtown properties. Niio Art is renowned for granting access to high-quality digital art from a multitude of contemporary artists and galleries.

By launching this NFT pilot endeavor, Hilton aimed to explore the burgeoning trend of digital art and NFTs, offering additional value to its esteemed guests. Patrons of the hotel can now indulge in digital artwork displayed throughout public areas and guest accommodations, thanks to the partnership with Niio Art. This collaboration allows guests the option to either subscribe to an art streaming service or participate in NFT giveaways, thereby potentially taking home select art pieces.

Hilton’s innovative digital art initiative encompasses a thoughtfully curated collection of kinetic art by leading artists in the field. These captivating pieces are presented on digital displays within public spaces and guest rooms, alongside exclusive NFT works that have been specially commissioned.

The debut of this groundbreaking initiative took place at the New York Hilton Midtown and Conrad New York Midtown hotels, coinciding with NFT.NYC 2022. The event, which occurred from June 21 to 23, marked the world’s premier annual non-fungible token conference, elevating the convergence of NFTs and hospitality.

References:

The NoMo SoHo | May 2022

Nomo Soho Hotel Collection : NFTstays

Crypto owners had a new option to merge their digital assets with real-world experiences: vacationing. The NoMo SoHo hotel in New York City became the first hotel in the United States to offer NFT reservations. From Monday, May 16 2020, the hotel started combining curated NFTs with stays in some of its guest rooms, along with added perks. Initially, only 300 such NFTs were released, starting at .41 ETH, or $836 at the time of launch.

Sharon Raz, CEO of Sapir Corp, which owned the NoMo, stated that this innovative approach should have been implemented earlier. Booking via the NFT package was similar to using a promo code, making the experience relatively seamless for the buyer. Using a special code, guests were able to reserve three-to-six-night stays, depending on the NFT they purchased, with a range of dates to choose from.

The NoMo, the tallest building in SoHo, offered beautiful views of New York through the 10-foot floor-to-ceiling windows found in its rooms. When booking with an NFT, guests also received perks such as late check-out, complimentary breakfast, a welcome amenity, and more. Raz emphasized that it was almost like a membership club, with a small, exclusive group of people having access to these offerings.

Raz hoped that the NFTs would help the NoMo attract a new type of clientele. She believed that the crypto community would now view NoMo as a better option when considering options in New York.

Previously, Sapir Corp sold a $22.5 million oceanfront condo using cryptocurrency, making the building the first development in Miami to facilitate such a transaction. Now, Sapir was banking on people wanting that sort of connection with hotels as well. Depending on how the NoMo’s first NFT drop panned out, more packages could be in the future, with expanded offerings or opportunities. For now, though, the focus was on these 300 NFTs — available just in time for the summer travel season.

References:

Air Europa | April 2022

“NFTickets”

https://www.futuretravelexperience.com/2022/04/air-europa-to-launch-worlds-first-nft-flight/

TravelX and Air Europa collaborated to introduce a groundbreaking series of NFT (non-fungible token) flight tickets named “NFTickets.” These unique tickets offered access to a business class seat on an Air Europa flight bound for Miami on November 29, 2022. Created in partnership with renowned artists, these NFTickets also provided exclusive privileges and pre-events, leading to a premier art show in Miami Beach in December. The NFTickets were released in sets of 10 through the auction platform travelxchange.com every 14 days, with the first made available through a live auction on April 11. Functioning like traditional NFTs, these digital tokens were securely recorded on the blockchain and could be exchanged for corresponding flight tickets. The initiative, titled “The Art as the Destination,” blended art, technology, and travel, creating a fusion of experiences. The partnership showcased Air Europa’s commitment to innovation and technological advancement within the travel industry.

Furthermore, Air Europa planned to expand its NFTicket concept by introducing a platform that allowed passengers to book flights using NFTs. These NFTickets offered the unique feature of unlimited name changes up to 72 hours before departure, potentially allowing for reselling and block purchases. This approach signified Air Europa’s innovative take on integrating blockchain technology and NFTs into the airline industry, exploring the evolving potential of these technologies in enhancing customer experiences and airline operations. While the full implementation details were yet to be finalized, the initiative highlighted the ongoing exploration of blockchain’s utility in the travel sector.

References:

Millennium & Copthorne Hotels | April 2022

M Social Decentraland

https://www.wundermanthompson.com/insight/metaverse-hospitality

Singaporean billionaire Kwek Leng Beng’s Millennium Hotels took their first steps into the metaverse by purchasing virtual properties in blockchain gaming platforms Decentraland and the Sandbox.

Millennium Hotels and Resorts, a hospitality brand under Kwek’s City Developments, had announced on Wednesday that they were launching a hotel in Decentraland, a virtual world where players could build, buy, and sell in-game assets while interacting with others.

Named the M Social Decentraland, the hotel aimed to become “a place for all to gather and discover the virtual reality universe” within the metaverse platform, as stated by Millennium Hotels. The virtual hotel opened its doors to players in early May. Visitors were able to interact with avatars that guided them through the building, with the chance to win “real-world hotel surprises.”

Kwek, executive chairman of City Developments, had mentioned, “As we looked towards the future, we needed to look past the traditional model of hospitality and engage our guests through new immersive experiences.” He expressed hope to redefine hospitality through M Social Decentraland by creating online adventures integrated with real-life events.

Millennium Hotels had expressed their intention to seek collaborations within the metaverse platform and integrate their virtual hotel with real-world occasions such as Valentine’s Day and New Year’s.

References:

Regal Hotels Group | April 2022

“MetaGreen”, the first Green Metropolis in the Metaverse

https://nftplazas.com/the-sandbox-metagreen/

Asian billionaire hotel groups embraced the metaverse trend by acquiring virtual assets in blockchain gaming platforms like Decentraland and The Sandbox. This innovative approach involved the creation of immersive virtual environments that integrated real-world values and experiences.

M Social Decentraland by Millennium Hotels
Millennium Hotels introduced the M Social Decentraland hotel, offering guided tours and surprises to players. The hotel allowed players to interact with avatars and explore the virtual building. The initiative aimed to reshape hospitality by combining immersive experiences with real-world events, offering players the freedom to explore and engage in novel ways.

MetaGreen in The Sandbox by Regal Hotels Group
Led by Lo Yuk Sui, Regal Hotels crafted MetaGreen, an eco-conscious virtual city in The Sandbox. MetaGreen focused on sustainability and cooperation, featuring elements such as a convention center, mall, gallery, and eco-farm. The initiative aimed to engage the Hong Kong population and establish partnerships. Regal Hotels aimed to launch MetaGreen in October, contributing to the development of eco-aware metaverse communities.

These initiatives highlighted the growing interest of major brands in metaverse platforms like Decentraland and The Sandbox. The trend reflected the integration of real-world values into virtual environments, creating meaningful and holistic user experiences. As the metaverse concept gained traction, various industries explored ways to blend immersive encounters with real-world occasions, fostering innovation and engagement in the evolving digital landscape.

References:

AirBaltic | March 2021 — March 2022

https://www.airbaltic.com/en-DE/planies-nft

“Planies” NFT collection | March 2022

The Latvian airline airBaltic announced its plans to launch a new NFT collection called “Planies,” which consisted of 10,000 unique cartoon aircraft designs. Each Planies NFT included airBaltic Club points and loyalty program benefits. CEO Martin Gauss emphasized that the airline advanced its NFT journey by providing additional benefits to collectors. The NFTs were released on a dedicated website in May 2022 and were also made available to mint on OpenSea. The Planies NFTs not only offered loyalty benefits but were also featured in the airline’s on-board entertainment materials for children. airBaltic’s move to introduce NFTs signified the growing interest in NFTs within the travel industry. This innovation aligned with the airline’s vision of preparing its loyalty program for future crypto tokenization. The initiative showcased the potential for NFTs to create new revenue streams and enhance customer engagement in the aviation sector.

airBaltic Becomes World’s First Airline to Issue NFTs | March 2021

airBaltic, the national airline of Latvia, became the world’s first airline to issue non-fungible tokens (NFTs). The NFTs were limited-edition digital artworks showcasing individual Airbus aircraft along with their registrations and beloved Latvian cities, such as Kuldiga.

The NFTs were created in honor of Latvia’s centenary, with each featuring a different city chosen through a public vote in 2018. The issuance of these NFTs also served as a tourism campaign to promote lesser-known Latvian cities.

The initial airBaltic NFTs were launched on the OpenSea marketplace at a fixed price of 0.05 Ether. A total of 100 unique collectibles from Edition 1 were available for purchase.

Martin Gauss, CEO of airBaltic, expressed excitement about being the first airline to issue NFTs, viewing it as an innovative way to engage customers and promote Latvia as a tourist destination.

These NFTs offered a collectible item for trading or investment, allowing individuals to own a distinctive piece of airBaltic’s history. Interested buyers could acquire airBaltic NFTs on the OpenSea marketplace, with each NFT featuring an Airbus aircraft, its registration, and a Latvian city, all in celebration of Latvia’s centenary.

References:

Circa Resort & Casino | March 2022

Vegas Vickie NFT

Circa Resort & Casino embarked on an innovative journey into the realm of NFTs, making history as the first Las Vegas casino to introduce an NFT art collection. While the notion was unprecedented in the context of Las Vegas casinos, NFTs had already gained traction in mainstream culture over the years.

Derek Stevens, Circa’s CEO, shared his excitement about embracing the NFT world, underscoring the casino’s dedication to harmonizing tradition with innovation. He underscored Circa’s early adoption of crypto and blockchain technology, having embraced Bitcoin nearly a decade ago. The impetus for creating an NFT collection arose from an overture by artist Borbay concerning the legendary Vegas Vickie neon sign.

The impending Circa NFT collection, inaugurated with a homage to Vegas Vickie, captured the essence of the iconic 20-foot blonde cowgirl neon sign that had graced Bob Stupak’s Glitter Gulch Casino. Artist Jason “Borbay” Borbet masterfully crafted a digital rendition of Vegas Vickie, drawing inspiration from the original masterpiece that now adorns Circa’s rooftop lounge, Legacy Club.

The collaboration symbolized a community-driven initiative, aimed at enlightening and empowering the NFT space. As Circa continued to unveil specifics about the NFT art collection, NFT enthusiasts and patrons were encouraged to stay abreast of developments via Circa Las Vegas. Notably, enthusiasts seeking to commemorate this iconic figure could acquire merchandise such as coffee mugs featuring Vegas Vickie, available at the Circa gift shop.

References:

MakeMyTrip | March 2022

‘Virtual Vacations’

Online travel company MakeMyTrip has entered the world of NFTs with the launch of limited-edition non-fungible tokens (NFTs). The idea is for travelers to own digital collectibles of their favorite destinations, the company said. The first of the digital artworks being rolled out are landscapes of Goa, Ladakh, Orissa, Himachal, Kashmir, Kerala, Meghalaya, Rajasthan, and Andamans. The artworks have been designed with Advanced AI Generative Adversarial Networks (GANs) wherein the AI tool is uploaded with several images and trained to produce realistic, creative, and unique images, said the company in a statement.

The artworks have been conceptualized and designed by AI Bots, an online community of digital artists, using Generative Adversarial Networks (GANs), a tool that requires the creator to upload several images and train AI algorithms in order to generate a realistic depiction of the final artwork. “The NFTs are a confluence of new-age technology with the world of travel as it captures the beauty of some of the exotic locations of India. We are offering travel enthusiasts a never before chance to be owners of this beauty in the digital domain,” said Sunil Suresh the group’s chief marketing officer.

MakeMyTrip has launched 25 tokens for each artwork — these are priced from Rs14,999 onwards, and are available on a first-come-first-serve basis. Minted on the Polygon blockchain, the NFTs can be accessed through MakeMyTrip’s website and bought on ngageN.

Praphul Chandra, founder, KoineArth, said, “With the launch of their NFTs, Indians around the world can digitally own the beauty of India, make it part of their personal legacy and even gift it to their loved ones. The artwork of NFTs is a great example of how brands-with-a-purpose are working with digital artists to create art that captures their spirit.”

The proceeds from the sale will support projects that promote sustainable tourism in India.

References:

MGM Resorts International | March 2022

Jabbawockeez White Glove NFT Ticket : TIMELESS

https://www.forbes.com/sites/kaitlynmcinnis/2022/03/31/mgm-resorts-set-to-host-las-vegas-first-ever-nft-ticketed-event/

MGM Resorts International, Jabbawockeez, and YellowHeart — a Polygon-based platform — partnered to create Las Vegas’ first-ever NFT-ticketed event in 2022. The event featured Jabbawockeez’ newest production, TIMELESS, and offered fans an immersive and innovative experience.

The Jabbawockeez White Glove NFT Ticket Collection was limited to just 1,110 tickets, which were available for purchase for select performances from April 7 through to April 30.

The NFT Ticket Collection was available for purchase through the YellowHeart app and featured two tiers:

VIP Icon Ticket Bundle ($340) & VIP MC Ticket Bundle ($155); which included premium seating, a meet and greet with the Jabbawockeez, and exclusive merchandise.

After the show, the monochrome digital ticket transformed into a “vibrant Jabbawockeez video,” that serves as a keepsake and digital key that will reportedly unlock even more exclusive offers and benefits.

This event was a major milestone for the adoption of NFTs in the live entertainment industry. It showed how NFTs can be used to create more immersive and engaging experiences for fans. It also highlighted the potential for NFTs to offer fans exclusive benefits and rewards.

Overall, this event was a positive step forward for the use of NFTs in live entertainment. It is likely that we will see more and more events like this in the future.

References:

QANTAS | March 2022

https://www.qantas.com/au/en/promotions/nft.html

Australian airline Qantas has ventured into the world of Non-Fungible Tokens (NFTs) by announcing plans to release its own collection of digital art collectibles in mid-2022. . These NFTs, utilizing blockchain technology, will be available for purchase, ownership, collection, and sale. Qantas is distinguishing itself by offering loyalty points to the initial buyers of its NFTs, exclusive to members of its frequent flier program. The release is scheduled for mid-year and is accompanied by commitments to net-zero emissions achieved through low-carbon platforms and carbon offsetting.

This move by Qantas follows the trend set by airBaltic, which entered the NFT space earlier. The introduction of NFTs adds a unique dimension to the airline’s engagement with its audience and highlights its forward-looking approach. While the environmental impact of NFTs and their potential imitation artworks have raised concerns, Qantas addresses these issues by pledging net-zero emissions and aligning its NFT initiative with its eco-conscious efforts.

As the NFT craze continues, airlines are exploring ways to tap into this new realm of digital collectibles, leveraging blockchain technology to engage their audience and enhance loyalty programs.

References:

Ca’ di Dio | August 2021

https://luxebeatmag.com/venices-only-5-star-hotel-offers-innovative-pre-opening-stay-via-auction/

The Ca’ di Dio, a five-star hotel located in Venice, officially opened its doors on August 27, 2021. However, in the lead-up to this opening, its parent company VRetreats organized an auction that lasted until August 16, 2021. During this auction, a unique opportunity was presented: a night’s stay at the hotel where a guest could enjoy exclusive use of the entire property. Notably, the auction involved bidding on a non-fungible token (NFT), a type of token that cannot be replicated.

NFTs are comparable to digital deeds, representing ownership of digital cx yxc yassets. These tokens gained significant popularity in the given year and even inspired a song on Saturday Night Live. Christie’s, a renowned auction house, facilitated the sale of $93.2 million worth of digital art in the first half of that year, relying on NFTs to verify authenticity.

Angelo La Riccia, the commercial director of VRetreats and VOIhotels, explained that utilizing NFTs for the auction was advantageous not only for marketing but also for distribution.

The hotel brand adopted a distinctive approach by conducting an auction on the Opensea.io platform, where interested individuals could bid on the NFT. The highest bidder was granted the opportunity to stay in one of the hotel’s rooms on August 19, accommodating two or three guests. This exclusive experience included a rooftop dinner, with the added benefit of no other guests on the property.

The intention behind this unique auction was to target a specific group of travelers who had an interest in NFTs. La Riccia believed that those who were knowledgeable about cryptocurrency might not have been familiar with the hotel brand. The hope was that the winner of the auction, upon having an enjoyable stay, would share their experience within their community.

Ca’ di Dio, the hotel’s name meaning “house of God,” represented a blend of both the modern and the historical. Although it was Venice’s latest hotel, it was a reconstruction of a palazzo that was initially conceived in 1272. The hotel boasted 57 suites and nine guest rooms, organized around three courtyards. Its lobby was adorned with chandeliers from the nearby LP Glass Factory in Murano.

The establishment of Ca’ di Dio marked the fourth addition to the VRetreats brand. This brand was an offshoot of VOIhotels, a subsidiary of Alpitour, Italy’s largest tour operator and travel conglomerate.

Although NFTs were rooted in blockchain technology and were commonly purchased using cryptocurrency, the hotel’s NFT auction permitted bids from standard payment methods such as credit cards. This inclusion of traditional payment methods highlighted a forward-looking approach to technology adoption and innovation.

References:

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Captivating Journeys: Exploring NFTs in Travel and Hospitality

Summary

Let’s get started…

Travel and Hospitality: Navigating a New Digital Era

NFT Use Case Comparison

Analysis

Conclusion

Wyndham Hotels | 2021–2024

Wyndham Hotels X Bakkt

References:

Etihad Airways | July 2022 — August 2023

Etihad Airways ‘Horizon Club’ Web3 Loyalty Program | July 2022

“EZ-ZERO1” NFT Collection | July 2022

Earning Miles With Etihad Airways NFTs | August 2023

References:

All Nippon Airways | May, June 2023

Japan’s All Nippon Airways (ANA) Launches NFT Marketplace | June 2023

ANA Ventures into NFT Business | June 2023

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Qatar Airways | June 2022 — June 2023

NFTs and ticket purchases in Metaverse QVerse | June 2022

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Lufthansa | May 2023

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Flybondi | March 2023

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Travala | February 2022 — March 2023

Travel Tiger Club | February 2022

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Vueling | January 2023

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Unchained Elephants | December 2022

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InterContinental Hotels Group (IHG) | November 2022

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Emirates | April, October 2022

Emirates’ NFT Launch | April 2022

Emirates Enters the NFT Scene | April 2022

NFTs and Experiences in the Metaverse | April 2022

Emirates hiring cabin crew to train for the metaverse | October 2022

References:

Marriott International | December 2021 — July 2022

Marriott Bonvoy NFT Collection | December 2021

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Dream Hollywood | June 2022

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Hilton Hotels & Resorts | June 2022

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The NoMo SoHo | May 2022

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Air Europa | April 2022

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Millennium & Copthorne Hotels | April 2022

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Regal Hotels Group | April 2022

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AirBaltic | March 2021 — March 2022

“Planies” NFT collection | March 2022

airBaltic Becomes World’s First Airline to Issue NFTs | March 2021

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Circa Resort & Casino | March 2022

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MakeMyTrip | March 2022

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MGM Resorts International | March 2022

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QANTAS | March 2022

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Ca’ di Dio | August 2021

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Written by Shahab Ganji (CMO)