Hotel group‑artist partnership produces NFTs with luxury travel benefits

InterContinental Hotels & Resorts has expanded its partnership with British artist Claire Luxton, creating its first collection of unique NFTs with luxury travel benefits.

IHG’s Luxury & Lifestyle Collection has announced the launch of 10 exclusive non-fungible tokens (NFTs) in collaboration with British contemporary artist Claire Luxton. A joint first for both, each NFT is inspired by the beauty of global travel using the natural flora and fauna signature of the artist’s work to illustrate the brand’s storied heritage and far-flung destinations.

The NFTs feature artwork created especially for the brand. Motifs have been brought to life as an animation in a virtual NFT gallery, including the blue and yellow macaw, representing the first InterContinental hotel in Belém, Brazil, and the panther chameleon, spotlighting InterContinental Resort Mauritius on Balaclava Bay.

Each of the 10 NFTs includes:

• A rare utility, which is an inclusion that adds value to the NFT beyond the artwork itself
• Ownership of an NFT featuring one of 10 custom artwork from Claire Luxton, whose physical works are valued between £3,000-£5,000 per print
• InterContinental Ambassador status, which provides exceptional benefits and elevated recognition with Platinum Elite status in the entirely redesigned IHG One Rewards programme
• A one-night stay at the new InterContinental Rome Ambasciatori Palace, opening in 2023

An NFT is a unique identifier that provides a certificate of ownership of digital materials, often utilized to make digital art, limited-edition collectibles, fashion or music into one-of-a-kind verifiable assets that can be traded using blockchain technology. They have become increasingly relevant to how the public makes transactions and experiences benefits in recent years. The Global Report, published by Capgemini, found that digital assets are becoming an essential part of investment portfolios among HNWIs, with 71 per cent stating they had already invested money in cryptocurrency and NFTs. When looking at under-40s, that proportion rose to 91 per cent. This trend echoes the desires and behaviours of the InterContinental guest, who appreciates cultural discovery and knowledge combined with personalized experiences that excite curiosity and broaden the mind, much like the technological innovation NFTs demonstrate.

Tom Rowntree, vice president of global marketing for Luxury Brands at IHG Hotels & Resorts, commented: “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.”

This is the third installment of InterContinental Hotels & Resorts' partnership with Claire Luxton, celebrating the brand’s heritage and the beauty of global travel as told through a Claire Luxton lens. Last December, Luxton created an installation that was projected onto the façade of InterContinental London Park Lane in honour 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 in May 2022.

NFT recipients will be granted ownership of an NFT featuring one of 10 custom artworks from Claire Luxton, a one-night stay at InterContinental Rome Ambasciatori Palace opening in 2023, 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.