Miles & More becomes Lufthansa Group Miles & More

Germany

Loyalty programme will adopt a new name and identity as part of a broader group-wide brand strategy

The Lufthansa Group is repositioning its loyalty programme under a new name. By the end of 2026, Miles & More will become Lufthansa Group Miles & More, reflecting its expanded role as the group's integrated loyalty platform and strengthening its connection with the Lufthansa Group umbrella brand.

The rebranding forms part of the company's long-term strategy to create a more unified customer experience across its airlines and services. Alongside the new name, the programme will introduce a refreshed visual identity and place greater emphasis on personalised content, exclusive experiences and stronger customer engagement.

Loyalty programme evolves into a group-wide platform

With the introduction of the Lufthansa Group umbrella brand in customer communications, the loyalty programme is taking the next step towards becoming a central element of the group's overall brand architecture.

The repositioned programme is designed to offer members more personalised experiences while strengthening connections across the Lufthansa Group's airlines and partner services. Whether travelling, shopping, attending exclusive events or enjoying special offers, members are expected to benefit from a more integrated loyalty ecosystem.

The programme's new brand philosophy, "Moments that move you," places memorable customer experiences at the centre of its future development.

"Now that we have launched our new group brand, the next logical step is to integrate select group companies more closely into our brand architecture. This makes their affiliation with the Lufthansa Group more visible and tangible. The repositioning of Lufthansa Group Miles & More demonstrates our group’s cohesion while preserving the strengths and identities of our brands. This creates a consistent and compelling brand experience for our customers, partners, and employees across all touchpoints," said Dieter Vranckx, Member of the Executive Board and Chief Commercial Officer of Lufthansa Group.

New identity to be introduced by the end of 2026

The rebranding will include a completely redesigned corporate identity, translating the programme's strategic direction into a modern visual appearance while maintaining a clear connection with the Lufthansa Group brand.

The concept of "Moments that move you" will also shape the programme's visual communication, highlighting meaningful travel experiences and personal moments that create lasting memories for members.

With the transformation into Lufthansa Group Miles & More, the company aims to strengthen customer loyalty across the entire Lufthansa Group while creating a more consistent and recognisable brand experience across all customer touchpoints.