Etihad launches NFT collection tied to loyalty program

Etihad Airways is the latest airline to launch a collection of non-fungible tokens (NFT), following similar announcements recently from Air Europa, Qantas and airBaltic.

Etihad’s collection consists of detailed, three-dimensional models of 10 aircraft in its Boeing 787 Dreamliner livery. The collection, called EY-ZERO1, is limited, with 2003 to be minted – a reference to the year Etihad was established. 

Those purchasing one of the NFTs, priced at $349, will get immediate Silver tier membership in the airline’s Etihad Guest loyalty program and advance access to future NFT collections and metaverse products, which the airline says it is planning as part of its Web3 strategy. Ten purchasers will also be given complimentary flight tickets.

"We're excited to launch our first NFT collection, EY-ZERO1, which not only offers collectors, aviation enthusiasts and travelers a unique work of art, but provides real-world travel and lifestyle benefits with Etihad Airways," says Tony Douglas, CEO of Etihad Aviation Group.

“NFTs and other metaverse technologies are revolutionizing the digital economy, and we are proud to be one of the first airlines in the world to explore their potential to provide additional utility for our customers.” 

The minting, or creation, of NFTs is energy intensive, so Etihad says it will offset the carbon footprint of the project and use proceeds from the sale of the collection to purchase sustainable aviation fuel.

“As well as recognizing the artistic value of our aircraft liveries, our NFT collection has been designed to be as efficient as possible and support our wider sustainability and decarbonization efforts at Etihad Airways,” Douglas says.