More experiences, more connections, and more relevance. Miles & More is becoming Lufthansa Group Miles & More

• The new name highlights its unifying role within the group-wide brand architecture. A relaunch is planned for the end of the year.
• The repositioning is part of the strategic evolution toward the Lufthansa Group’s holistic loyalty program.
• “Moments that move you” is the emotional core and fundamental philosophy of the realignment.

The Lufthansa Group is increasingly using its newly introduced umbrella brand in communications with customers. By the end of 2026, the group’s loyalty brand, “Miles & More,” will evolve into “Lufthansa Group Miles & More” and be brought under the umbrella brand.

With its new name, the program will undergo further development to become a unifying loyalty system for the entire group. The program will focus on providing even greater relevance and personalized experiences for members, including in terms of content. This reorientation is encapsulated in the new brand essence, “Moments that move you,” which places members and their experiences at the center.

“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,” says Dieter Vranckx, Lufthansa Group Executive Board Member and Chief Commercial Officer.

Distinctive, emotional, yet closely tied to the umbrella brand

As a future integrated brand, Lufthansa Group Miles & More will further consolidate its loyalty program across all of the group’s airlines and various customer touchpoints. This allows customers to benefit from useful synergies and a consistent brand presence and image. Whether traveling, shopping, enjoying special moments, or experiencing exclusive events – the loyalty program offers its members added value and benefits.

By the end of 2026, Lufthansa Group Miles & More will have a completely new visual identity. The new corporate design will translate the company’s strategic direction into a modern and distinctive visual identity that will be easily recognized. “Moments that move you” will also play a decisive role, visually bringing to life those special moments that inspire people and leave a lasting impact.