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IHG Hotels & Resorts announced the launch of its exclusive NFT collection through the brand’s InterContinental Hotels & Resorts Luxury & Lifestyle Collection. The 10 exclusive non-fungible tokens are created in collaboration with British contemporary artist Claire Luxton and are created specifically for the brand using the natural flora and fauna signature of the artist’s work.
Beyond ownership, each of the 10 NFTs include InterContinental Ambassador status, which provides benefits and elevated recognition with Platinum Elite status in the IHG One Rewards program, plus a one-night stay at the new InterContinental Rome Ambasciatori Palace.
NFT artist Claire Luxton says, “Many have asked me to create a collection of collectible NFTs, but it was important to wait for the right partnership. Given the established relationship I’ve built with InterContinental Hotels & Resorts, it was only natural to collaborate. The brand’s ability to transcend a multitude of cultures is inspiring and the project has let me transform my original work for InterContinental into contemporary digital artworks. Each is a memento of the elegance of worldly travel – a theme at the heart of our partnership. Giving guests of IHG Hotels & Resorts a chance to experience art in new ways, the collection will enable people to collect my work digitally for the first time and bring a new wave of art appreciators into the InterContinental fold.”
Says Tom Rowntree, Vice President Global Marketing for Luxury Brands at IHG Hotels & Resorts, “As our ethos of discovery and modern luxury continues to evolve, we are excited to launch this next iteration of our ongoing collaboration with Claire Luxton. Aiming to push boundaries and establish an inspiring new streak of creativity, the exclusive collection will see InterContinental Hotels & Resorts connect with both culture and guests in a contemporary way. This collaboration enables a unique experience that encapsulates the forward-thinking approach of InterContinental Hotels & Resorts.”
A selection of the NFTs will be available first exclusively to members of IHG One Rewards, with future activations to follow. Members will be able to use their points to bid on five of the NFTs via the IHG One Rewards experiences auction platform.
NFT recipients will be granted ownership of an NFT featuring custom artwork from Claire Luxton, a one-night stay at InterContinental Rome Ambasciatori Palace, and InterContinental Ambassador status for one year. Ownership of the NFT is permanent, allowing access to all NFT trading rights. Trading of the NFT is locked for one year until the travel benefits expire, at which point it becomes a piece of collectible art.
This is the third installment of the hotel’s partnership with Claire Luxton. The artist previously created an installation that was projected onto the façade of InterContinental London Park Lane in honor of the brand’s 75th Anniversary. The partnership then saw the unveiling of immersive experiences at InterContinental London Park Lane, New York Barclay and Dubai Festival City.
More from Loyalty360 featuring IHG Hotels & Resorts:
- Loyalty360 Reads: July 21: Wyndham Expands Diversity Initiatives, IHG’s New Rewards App
- IHG Overhauls Loyalty Program Across 17 Hotel Brands
- Loyalty360 Reads: June 4 | Celebrity Cruises Changes Loyalty Program; IHG Extends Reward Reach to Mobile Gamers
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