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

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.

Rebranding & Integration
- By the end of 2026, Miles & More will officially become Lufthansa Group Miles & More.
- This change ties the program more closely to the Lufthansa Group’s umbrella brand, making its group-wide identity more visible.

Strategic Evolution
- The relaunch is part of a broader shift toward a holistic loyalty program across all Lufthansa Group airlines.
- The new brand essence, “Moments that move you”, emphasizes emotional connections and member experiences.

New Identity
- A fresh visual identity will be introduced, reflecting modern design and consistency across customer touchpoints.
- The program aims to deliver personalized experiences and greater relevance for members.

Customer Benefits
- Members will enjoy more synergies across airlines, shopping, events, and travel experiences.
- The repositioning strengthens cohesion while still respecting the distinct identities of individual Lufthansa Group brands.

This move signals Lufthansa’s intent to make its loyalty program not just about collecting miles, but about creating meaningful experiences.