Powered by Polygon’s proof-of-stake (PoS) blockchain
protocol, the new program is the brainchild of Lufthansa’s digital innovation
unit, Lufthansa Innovation Hub, and its frequent flyer program, Miles &
More.
Since its soft launch in spring 2023, Uptrip has experienced
20,000+ registered users with over 200,000 NFT trading cards issued.
According to the August 31 announcement, Uptrip is now
preparing to move into its second phase – the launch of a marketplace, which is
expected to be released later this year. The app is currently available to
download from Apple’s App Store and the Google Play Store.
Is this a sustainable mechanism?
Kristian Weymar, who heads up new business at Lufthansa
Innovation Hub, believes that Uptrip “hits a nerve” when it comes to these new
Web3-infused technologies.
“[Its] in an early stage of development,” he said, noting
that while “curiosity is high,” the European airline giant also is facing
questions and hesitations about the technology.
“We make it possible for people to access this new
technology,” he added.
Christopher Siegloch, Head of Program Development at Miles
& More, said that Uptrip’s gamification elements introduce passengers to
these technologies – specifically NFTs, in a “fun way.” He teased that they are
currently testing a new feature in the Miles & More ecosystem.
But does this mechanism actually have long-term viability?
The biggest challenge we continue to see across these “new
and innovative” applications of NFT technologies is understanding the “why”
behind these integrations. With the primary objective of onboarding as many
consumers into this next wave of interactive online experiences, many leading
brands have missed the mark in enhancing an already established ecosystem by
asking consumers/users to “do something new” that requires additional work and
understanding as to what these technologies are.
In short, consumers right now don’t need to worry about the
underlying technology that is powering their experiences – all they care about
is familiarity and whether or not the product or service does what they need it
to do. In most cases, they don’t care about how it works.
This year proved to be a difficult year for Europe’s leading
airlines. However, the German-based airline group ranks second under Ryanair,
which carried the most travelers in Europe in 2021 at 72.4 million in
comparison to Lufthansa at 46.9 million.
🛫Lufthansa's @Uptrip_app loyalty program is building #onPolygon to turn flights into rewards
— Polygon (Labs) (@0xPolygonLabs) August 31, 2023
👉🏽Collect NFT trading cards for every flight and claim rewards
Learn more about the new Miles & More and @LHInnovationHub experience: https://t.co/MjQihK8xUx pic.twitter.com/JfUEoUJxNR
Etihad Airways and “Horizon Club”
Earlier this month, United Arab Emirates’ flagship airline
carrier, Etihad Airways, also announced its expansion of its loyalty and
rewards programs by teasing a new 300-edition expansion to its Polygon-based
EY-ZERO1 NFT collection. This allows travelers the ability to “stake” or lock
their digital assets in exchange for airline miles.
Dubbed “Horizon Club,” the new loyalty program will debut in
September, introducing its “staking-for-miles” feature that will allow
travelers to “lock” their NFTs and earn Etihad Guest Miles in return, which can
subsequently be redeemed for flights, seat upgrades, and other exclusive
benefits.
NFL Rivals
Another good example we’ve seen to date was this month’s
release of “NFL Rivals,” the first-ever licensed game from the NFL, the NFL
Players Association (NFLPA), and Mythical Games. While the game does
incorporate Web3 technology, it’s not noticeable to players and doesn’t burden
them with having to understand or engage with the complexities of blockchain
technology.