Lufthansa Group is entering a new chapter in customer loyalty by introducing Lufthansa Group Miles & More as the refreshed identity of its long-established frequent flyer programme. Scheduled to be fully implemented by the end of 2026, the rebranding aims to create a more unified experience for travellers across the Lufthansa Group’s airlines, digital platforms and partner network. Rather than replacing the programme’s core benefits, the update brings the familiar Miles & More brand under the broader Lufthansa Group identity, making rewards, recognition and customer services more consistent across every stage of the travel journey.
The transformation reflects one of the most significant branding and digital developments in European aviation loyalty, supporting the group’s broader strategy to simplify customer engagement while strengthening connections between airlines, retail partners and everyday travel experiences.
A New Identity for a Familiar Loyalty Programme
For millions of frequent flyers, Miles & More has long been one of Europe’s best-known airline loyalty programmes.
Now, Lufthansa Group is aligning the programme more closely with its wider corporate identity.
The refreshed Lufthansa Group Miles & More brand is designed to create a seamless experience whether members are booking flights, earning rewards, shopping with partners or accessing travel-related services.
Importantly, the rebranding focuses on enhancing recognition and consistency rather than fundamentally changing how the programme operates.
Why the Rebrand Matters
Could a name change improve the travel experience?
For loyalty programmes, branding plays a bigger role than many travellers realise.
By bringing Miles & More directly under the Lufthansa Group umbrella, passengers will encounter a clearer and more consistent identity across websites, mobile applications, airport services, airline communications and partner businesses.
This unified presentation is expected to make loyalty benefits easier to understand and use, particularly for customers travelling with multiple airlines within the group.
A More Connected Digital Experience
The rebranding also represents a significant step in Lufthansa Group’s ongoing digital transformation.
Modern travellers increasingly manage every stage of their journey through smartphones, websites and digital accounts.
A unified loyalty platform helps simplify account management, reward tracking, flight bookings and partner services.
The refreshed identity supports smoother digital interactions while making it easier for members to recognise where they can earn or redeem benefits throughout the Lufthansa Group ecosystem.
Loyalty Beyond Flying
Today’s airline loyalty programmes extend well beyond flights alone.
Members often earn rewards through hotels, car rentals, retail purchases, financial services, online shopping and travel experiences.
Lufthansa Group Miles & More continues supporting this broader approach by strengthening links between aviation and everyday consumer activity.
The refreshed branding reinforces these partnerships while making the programme more visible across different customer touchpoints.
Lufthansa Group’s Extensive Airline Network
The new identity benefits passengers travelling throughout one of Europe’s largest airline groups.
Lufthansa Group includes several major carriers serving destinations across Europe, North America, South America, Asia, Africa and the Middle East.
A unified loyalty experience allows travellers to move more seamlessly between participating airlines while maintaining consistent recognition of their membership benefits.
The approach also supports the group’s broader customer-focused strategy.
Frankfurt and Munich Remain Key Aviation Hubs
The loyalty programme continues supporting passengers travelling through Frankfurt Airport and Munich Airport, Lufthansa Group’s two principal international hubs.
Frankfurt Airport, located approximately 12 kilometres south-west of Frankfurt city centre, provides extensive global connections and premium passenger facilities.
Munich Airport, around 28 kilometres north-east of central Munich, serves as another major European gateway linking travellers with destinations worldwide.
Both airports offer shopping, restaurants, hotels, lounges, pharmacies and comprehensive passenger services.
Benefits for Frequent Travellers
For regular travellers, a stronger and more recognisable loyalty identity can simplify every stage of the journey.
Clearer branding helps passengers identify participating airlines, partner services and reward opportunities more easily.
Business travellers, leisure passengers and international tourists alike benefit from greater consistency across bookings, airport experiences and post-travel engagement.
The refreshed programme aims to strengthen long-term customer relationships while encouraging continued loyalty.
European Aviation Continues Investing in Customer Experience
Lufthansa Group’s announcement reflects a wider industry trend.
Airlines increasingly compete not only through route networks and onboard products but also through digital services, personalised rewards and seamless customer experiences.
Loyalty programmes have become strategic tools for building lasting relationships with travellers while encouraging repeat business across multiple travel and lifestyle services.
Key Stats
- Lufthansa Group Miles & More will become the programme’s refreshed identity by the end of 2026.
- The update creates a more unified experience across Lufthansa Group airlines and partners.
- Frankfurt Airport is approximately 12 km from Frankfurt city centre.
- Munich Airport is approximately 28 km from central Munich.
- The rebranding focuses on digital integration, consistency and improved customer recognition.
Frequently Asked Questions
Is Lufthansa replacing the Miles & More programme?
No. The programme continues but will operate under the refreshed Lufthansa Group Miles & More identity.
When will the rebranding be completed?
The transition is expected to be completed by the end of 2026.
What changes for travellers?
Passengers can expect a more consistent loyalty experience across Lufthansa Group airlines, digital platforms and partner services.
Timeline and Events
2026 – Lufthansa Group begins introducing the refreshed Lufthansa Group Miles & More identity.
End of 2026 – The rebranding is expected to be fully implemented across the group’s customer touchpoints.
Conclusion
Lufthansa Group’s decision to introduce the Lufthansa Group Miles & More identity marks an important evolution for one of Europe’s most established airline loyalty programmes. By bringing the trusted Miles & More brand under a unified corporate identity, the group is simplifying the customer experience across flights, digital platforms and partner services while reinforcing its long-term focus on seamless travel. Rather than altering the programme’s core benefits, the initiative enhances recognition, strengthens digital integration and creates greater consistency for millions of members. As loyalty programmes continue playing an increasingly strategic role in global aviation, Lufthansa Group’s refreshed approach reflects how airlines are investing not only in aircraft and routes but also in smarter, more connected customer experiences.
