“Co-branded NFT loyalty program” as interpreted by Midjourney A.I. image generator

Seamless Brand Collaborations in Hospitality

On Blockchain: Exploring Future Use Cases

Shift Markets
3 min readSep 1, 2023


The digital world is buzzing with new concepts and technologies every day, and the hospitality industry isn’t exempt from this trend. Among the most intriguing developments we’ve seen is the rise of Non-Fungible Tokens, or NFTs (note: terminology is evolving, but “NFT” is still the most universally understood label for blockchain-based items).

As the hospitality industry dives deeper into this world, one possibility stands out: the potential for smoother brand collaborations. Let’s explore this exciting frontier.

At its core, an NFT is a unique digital certificate of ownership. Think of it like a one-of-a-kind collector’s item, but in digital form. Now, consider how we traditionally experience loyalty programs in hotels. Guests earn points, which they can later redeem for various rewards or services within that specific hotel or hotel chain. But what if these loyalty points were NFTs, and they could be used far beyond the confines of just one brand?

Here’s where the magic happens. By converting loyalty rewards into NFTs, these tokens can seamlessly link to other partnered brands. This could be local restaurants, transportation services, or even attractions in the area. This approach offers an unprecedented co-branded value. Every time a hotel guest receives an NFT as a reward, they aren’t just getting points for their next stay. They’re receiving opportunities to engage with a plethora of brands that have a partnership with the hotel.

From the logistical side of things, blockchain technology, the foundation of NFTs, offers a simple and transparent way for brands to share and access necessary data. This shared pool of information can be a game-changer. Brands can better understand guests’ preferences, adjust their offers accordingly, and, as a result, elevate the guest experience.

Redefining the NFT Perception

A common misconception that has developed around NFTs is their portrayal as high-cost assets, items to be flipped for profit, or luxury collectibles. But in the hospitality industry context, NFTs hold a different promise. Rather than being something consumers have to shell out money for, NFTs can be viewed as tangible tokens of appreciation that consumers earn.

Imagine a scenario where simply dining at a local restaurant or visiting an attraction earns you an NFT. These tokens aren’t just a symbol of expenditure but become a hallmark of experiences. It’s an opportunity for brands to gamify every touchpoint in their ecosystem. With every stay, meal, or tour, consumers accumulate NFTs, each representing a unique memory or experience. It transforms the conventional transactional relationship between a brand and its customer into an engaging, rewarding journey.

Technology Ready and Waiting

It’s essential to understand that the infrastructure to bring this vision to life is not in the distant future. The technology is here, it’s advanced, and it’s waiting. What the industry needs now is a paradigm shift in how businesses perceive and approach NFTs. They’re not just digital art pieces to be auctioned; they’re tools, waiting to be wielded by companies with the foresight to recognize their potential in building relationships, enhancing brand loyalty, and redefining customer experience.

In conclusion, as the hospitality industry continues to evolve, integrating NFTs presents an innovative way to enhance brand partnerships and enrich the guest experience. By adopting this approach, brands can work together more closely, providing value not just for themselves but, more importantly, for the consumer. In this new era, the lines between individual brands are set to blur, paving the way for collaborations that promise unmatched value and unforgettable experiences.

Shift Markets and the NFT Landscape

Shift Markets has been delving into this concept for some time, understanding the nuances and potential of NFTs for co-branded customer loyalty programs, specifically in the travel and hospitality sectors. Interested parties are always welcome to start a conversation with us.



Shift Markets

Shift Markets implements the Web 3.0, crypto, and blockchain solutions your customers need, without the headaches.