InterContinental Hotels & Resorts is getting into the NFT game and linking those exclusive tokens to its benefits program and luxury travel rewards.
Working with British artist Claire Luxton, the brand has created 10 NFTs that will be linked to physical works that are valued between £3,000-£5,000 each. The NFTs will also come with InterContinental Ambassador and Platinum Rewards status in its IHG One Rewards program and a one-night stay at the InterContinental Rome Ambasciatori Palace, which will be opening in 2023.
The auction will be open to members of the company’s loyalty program, through which they can use their points to bid on the NFTs. The NFTs were designed specifically for the brand inspired by the beauty of global travel through Luxton’s signature flora and fauna style. Motifs pay homage to historical InterContinental properties through animation in the virtual NFT gallery.
The partnership is the third between the hotel company and Luxton. Last year, the artist created an installation that was projected on the facade of InterContinental London Park Lane in honor of the brand’s 75th anniversary. Earlier this year, the Luxton and the chain unveiled immersive experiences at London Park Lane, New York Barclay and Dubai Festival City.
“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,” said Tom Rowntree, vice president of global marketing for luxury brands at IHG Hotels & Resorts. “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.”
