How Hoteliers Can Engage Gen Z Customers with NFT Brand Communities |

Lodging companies—full-service hotels, resorts, boutique properties and more—are in the business of providing compelling, once-in-a-lifetime experiences for their guests. And for those properties that are at the forefront of meeting customers where they are, they are looking to Web3 technologies like non-fungible tokens (NFT) to attract and engage younger customer segments like Millennials and Generation Z.

More than just a buzz-building tactic, NFTs – pieces of authenticated content on the blockchain – allow hoteliers to aggregate their passionate customers into a community of engaged users and offer them ongoing benefits, perks and special privileges. These communities can not only attract new customers using digital collectibles and NFTs, but they can also provide additional benefits to deliver ongoing customer engagement – ​​and achieve brand loyalty as a result.

Deliver special benefits to NFT holders

In branded hotel communities, NFT holders present their token as a type of passport for admission to the online group. Then, accommodation companies can post special benefits, perks and content to community members – like access to special events, discounted offers, merchandise and behind-the-scenes interviews. Actually in research of over 700 online consumers about Web3respondents said participating in branded communities was in the top three categories of benefit they would like to receive from an NFT.

For example, hoteliers can post live streams of travel tips and make this content available to NFT holders in their community. They may also provide special discounts to returning guests at a hotel or resort. Or they can offer exclusive brands to group members.

Benefits that resonate with members of the NFT community

In fact, as part of our research, consumers also indicated what types of content would make them more likely to participate in these NFT-enabled communities. Members-only discounts ranked at the top with 43.1% of respondents ranking them as a top driver for participation. The opportunity to gain access to exclusive items [31.5%]receive special product features (such as late check-out at a hotel) [30.7%]see upcoming previews of new products [24.2%]and view branded content [23.7%] rounded out the list of top NFT community benefits that resonated with consumers.

When NFT holders participate in brand communities, lodging companies can uniquely segment guests based on the NFTs they hold and curate content specifically to engage them. These brand communities not only offer an opportunity to make customers feel connected to the hotel, but also allow you to expand the conversation and keep them loyal to your business. And you can do it in a brand-safe environment that engages your customers, unlike less moderated chat channels. Best of all, these communities can run alongside existing loyalty programs, offering an easy, flexible way to engage younger customers.

Develop your Web3 strategies with NFT community

Branded NFT communities also provide additional benefits back to the companies that host them for their Gen Z and Millennial customers. Hotels with NFT-enabled communities benefit from having:

• A private, gated, NFT-powered community accessible via a web browser, without special hardware
• An exclusive environment for their most loyal customers
• A valuable source of advice and feedback from key target segments – whether for testing product concepts or soft launching new products and services
• A place to iterate and learn with Web3 technologies to understand how to better communicate with and engage an audience

As Web3 technologies mature, they offer compelling opportunities for travel and hospitality brands to immerse their customers in experience and engage in decentralized ways. By launching an NFT-powered brand community, hotels can attract Gen Z and Millennial customers now, while building the bridge to a full Web3 strategy as the technology (and consumer appetite) matures.

Dave Dickson is the founder and CEO of PicoNFT, an end-to-end platform for brands to design, create and engage with NFTs. He was previously named one of the best marketers in the United States by the Association of National Advertisers, a trade association that represents the world’s best-known brands.

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