Emirates to launch NFTs and experiences in the metaverse for passengers and staff – Future Travel Experience

Initiatives // Apr 2022

Emirates has announced that it will soon launch NFTs (non-fungible tokens) and exciting experiences in the metaverse for its customers and employees.
The airline has unveiled its plans to build signature brand experiences in the metaverse, alongside both collectible and utility-based NFTs. The first projects are already underway, with launch anticipated in the coming months.
Emirates also announced that its Emirates Pavilion at Expo 2020 Dubai site will be repurposed into a centre for innovation, bringing talent from all over the globe to bring to life the airline’s future-focused projects including those relating to the metaverse, NFTs and Web3.
HH Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Group said: “Dubai and the UAE are blazing the way in the digital economy, having a clear vision supported by practical policies and regulatory frameworks in areas such as virtual assets, artificial intelligence, and data protection.
“Emirates has always embraced advanced technologies to improve our business processes, enhance our customer offering, and enrich our employees’ skills and experiences. We are excited about the opportunities in the digital space of the future and are committing a significant investment in financial and resourcing terms, to develop products and services using advanced technologies that will deliver on revenue, brand experience, and business efficiencies.
“It is fitting that our future-themed Emirates Pavilion at Expo is being repurposed as a hub to develop cutting-edge future experiences aligned with the UAE’s vision for the digital economy.”
Meanwhile, Emirates continues to engage with industry partners on its Web3 strategy, and recruit talent for its pipeline projects.
The airline has previously pioneered a number of innovations, including web virtual reality (VR) technology on and its Emirates app to offer an immersive 3D, 360-degree view of its cabin interior experiences onboard and the first airline VR app on the Oculus store, offering users accurate, life size and interactive cabin interior experiences onboard Emirates’ flagship A380 aircraft and Boeing 777-300ER Gamechanger aircraft.
At the Emirates Pavilion during Expo 2020 Dubai, the most popular attraction amongst the “future of commercial aviation” themed experiences was the VR journey showcasing future aircraft cabin interiors.

The adoption of NFTs is paving the way for the development of innovative solutions in the travel industry. This emerging trend will come under the spotlight at the upcoming FTE EMEA show in Dublin on 7-9 June, when Rohit Talwar, CEO, Fast Future Research, will deliver a future-looking keynote titled ‘Cryptos, NFTs and the Metaverse – The Next Growth Frontiers?’. Moreover, Lufthansa Innovation Hub’s Managing Director Christine Wang will join a panel of industry innovators who will discuss the need to leverage new technologies and scale innovative new approaches to help drive the industry transformation that is essential to its future. Click here to browse through the conference agendas and register to attend.

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Initiatives // Jun 2021
7-9 June 2022, Dublin
Empowering the airline sector to profit from collaborative digital retailing opportunities at every step of the journey
7-9 June 2022, Dublin
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6-9 Sep 2022, Las Vegas
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