Loyalty, gamification, and NFTs: Lufthansa Innovation Hub

by | Sep 11, 2023 | Airlines, Digital Transformation

At the end of the August, Lufthansa Innovation Hub went live with a unique loyalty experience in partnership with Miles & More.

Available through the Uptrip app, Lufthansa Group Airlines passengers can collect trading cards, completing collections to redeem rewards. These include airport lounge access, flight upgrades, or status and award miles.

Notably, passengers can elect to exchange every card for NFT trading cards, storing them in their own crypto wallets, as the app is integrated with Web3 technologies.

For the passengers, the process of collecting cards is simple:



Christopher Siegloch, Head of Program Development Miles & More, said

“We are delighted to see so much interest in Uptrip. Gamification elements introduce participants to Web3 technologies such as NFTs in a fun way. Furthermore, we have managed to transfer the enthusiasm for collecting that people know from trading card booklets into a digital space […] Together with our customers, we are testing and developing another exciting feature in the Miles & More universe.”

In the next few months, the app plans to transition to the next phase: The Uptrip marketplace. Here, passengers will be able to connect with other travellers through the App, trading cards with one another to complete collections faster. This will also see an expansion of the range of available rewards.

Earlier in August, Etihad launched its second non-fungible token (NFT) collection. The “ultra-exclusive 300-piece NFT collection” mirroring the Boeing 787 Dreamliner associated with the Mission Impossible franchise. Although eye-catching, the translation of these into real world benefits is the most interesting part of this release. Holders of the new NFT collection will receive a 12-month Etihad Guest Silver Tier Status, priority check-in, a 25 per cent boost in earning Etihad Guest Miles, and lounge access at Abu Dhabi International Airport.

At the World Aviation Festival, Joao Fernandes, Venture Development, Uptrip will give a presentation on “A new approach to Airline Loyalty using Gamification and NFTs.” Lufthansa Innovation Hub’s MD and Director Strategic Innovation will also be sharing their thoughts on innovation in the industry. Book your ticket now to avoid missing out. 


For more on how airlines have been embracing NFTs in varying ways including tickets, payments, and in the metaverse. Read below: