Germany’s flag-carrier is overhauling Europe’s largest airline loyalty scheme. In a press release issued on 15 July 2026, the Lufthansa Group announced that the 33-year-old frequent-flyer programme “Miles & More” will be renamed “Lufthansa Group Miles & More” and repositioned as a group-wide umbrella for all carrier brands in the portfolio. According to Chief Commercial Officer Dieter Vranckx, the move follows the rollout of a new corporate brand architecture and is intended to make the programme “a unifying loyalty system for the entire Group.” The rebrand will be rolled out in phases and completed by the end of 2026. A new visual identity, centred on the emotional promise “Moments that move you,” will accompany an expanded suite of digital touch-points and personalised offers. Lufthansa says members can look forward to easier accrual and redemption across Austrian Airlines, Swiss, Brussels Airlines, Eurowings and Discover Airlines, as well as at hotels, car-rental firms and retail partners. For corporate mobility managers the implications are twofold. First, contracted corporate fares that include loyalty benefits will eventually be migrated to the new platform, requiring a recalibration of reporting interfaces and traveller communication. Second, the Group hinted that status benefits will be harmonised, potentially enabling elite travellers to pool points faster and secure perks such as lounge access or priority security at a wider range of German airports. The airline also stressed that no action is required from the programme’s 25 million German members; existing points, qualifying miles and status levels will automatically transition. However, the rebrand provides an opportunity for travel managers to remind employees of the tax implications of private use of loyalty points, which under German law can constitute a taxable benefit in kind. Analysts see the step as part of a broader post-pandemic trend: large airline groups are leveraging loyalty assets to defend market share against Gulf carriers and low-cost rivals. By creating a single recognisable proposition, Lufthansa hopes to increase direct bookings and upsell bundled “mobility subscriptions”—a goal that aligns with Germany’s National Aviation Strategy to strengthen the country’s hub function.
Source: Lufthansa Group Newsroom
