Lufthansa Group evolves Miles & More into unified loyalty brand

Lufthansa Group is evolving Miles & More into a unified group-wide loyalty brand, with greater personalisation, a new visual identity and a stronger focus on delivering consistent customer experiences by the end of 2026.

Summary:

Lufthansa Group will rebrand Miles & More as ‘Lufthansa Group Miles & More’ by the end of 2026, creating a unified loyalty brand across the group.
The enhanced loyalty programme will focus on greater personalisation and more relevant customer experiences, guided by the new brand essence, ‘Moments that move you’.
A new visual identity and integrated brand architecture will deliver a more consistent customer experience across airlines, partners and touchpoints.

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 programme will undergo further development to become a unifying loyalty system for the entire group. The programme will focus on providing even greater relevance and personalised 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 centre.

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

As a future integrated brand, Lufthansa Group Miles & More will further consolidate its loyalty programme 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 travelling, shopping, enjoying special moments, or experiencing exclusive events, the loyalty programme 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 recognised. ‘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.