Germany Unleashes a Powerful New Era of Global Travel Rewards as Miles & More Becomes Lufthansa Group Miles And More With Personalised Experiences, Exclusive Benefits and Seamless Loyalty Connections by the End of 2026

Written By: Soumava Chakrabarty

Soumava Chakrabarty

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July 16, 2026 3:11 PM

A significant transformation is being prepared for Miles & More, with the established loyalty programme set to be renamed Lufthansa Group Miles & More by the end of 2026. Through this repositioning, a stronger connection with the Lufthansa Group umbrella brand will be established. Greater consistency, relevance and personalisation are expected to be delivered to travellers across the group’s airlines and customer touchpoints.

The change was announced by Lufthansa Group on 15 July 2026. The familiar loyalty programme will not simply be provided with a different name. Instead, it will be developed into a more unified loyalty system for the wider group. Its relationship with Lufthansa Group will be made clearer, while the existing strengths and identities of the participating brands will be preserved.

For travellers, the transformation will be centred on smoother connections between flights, shopping, rewards, special occasions and exclusive events. A more recognisable experience is expected to be created whenever a member interacts with the programme.

Miles & More Will Become Lufthansa Group Miles & More

By the end of 2026, Miles & More will be evolved into Lufthansa Group Miles & More. The new name has been selected to emphasise the programme’s unifying position within the group-wide brand architecture.

Lufthansa Group has increasingly been using its newly introduced umbrella brand in customer communications. As part of that process, selected group companies are being placed more visibly within the wider brand structure. Miles & More has now been included in this strategic development.

Through the renamed programme, its direct affiliation with Lufthansa Group will be made more visible and tangible. A consistent identity will also be introduced across the different locations and digital environments where travellers, partners and employees interact with the loyalty brand.

The repositioning will therefore be presented as more than a cosmetic adjustment. A closer relationship between the loyalty programme and the wider airline group will be established, allowing the programme to function as a shared connection between brands, journeys and member experiences.

A Group-Wide Loyalty System Is Being Developed

The programme is being further developed as a holistic loyalty platform for Lufthansa Group. Its role across the group’s airlines and various customer touchpoints will be consolidated.

A more joined-up experience is expected to be created for members. Instead of the loyalty identity being viewed as a separate element, it will be brought more clearly into the overall Lufthansa Group environment. The programme will be positioned as a common loyalty link through which different travel and lifestyle experiences can be connected.

Useful synergies are expected to be created through this closer integration. A consistent brand presence will also be introduced across relevant interactions. Whether a member is travelling, shopping or participating in a special event, a clearer relationship with the same loyalty ecosystem will be presented.

However, no specific changes to mileage earning rates, redemption tables, status thresholds or member account conditions were detailed in the announcement. The confirmed changes were focused on the name, strategic positioning, brand architecture, member relevance and forthcoming visual identity.

Travel, Shopping and Exclusive Events Will Be Connected

The future programme will continue to be associated with travel, but a wider range of member experiences will also be brought into focus. Shopping, special moments and exclusive events have been identified as areas through which value and benefits can be delivered.

This broader approach will allow a journey to be viewed as more than a flight from one destination to another. Loyalty may be experienced through the planning stage, airport journey, time in the air, destination stay and activities beyond the aircraft.

A more emotionally connected programme is therefore being created. Instead of being presented only as a transactional rewards system, Lufthansa Group Miles & More will be positioned as a platform through which meaningful experiences can be recognised and supported.

The benefits already associated with the programme have not been replaced in the announcement. Rather, the programme’s presentation and strategic purpose are being expanded. The loyalty relationship is being tied more directly to the wider Lufthansa Group travel experience.

Airline Brand Identities Will Continue to Be Preserved

Although closer group integration is being introduced, the strengths and individual identities of the Lufthansa Group brands are intended to be maintained. Greater cohesion will be demonstrated without the participating airline brands being stripped of their separate characteristics.

This balance will be important for travellers who may interact with different airlines and services across the group. A familiar loyalty system will be made more visible across those interactions, while the airline identities connected to each journey will continue to be recognised.

A consistent and compelling brand experience is expected to be established across customer, partner and employee touchpoints. For passengers, this could reduce the sense of moving between disconnected services when different Lufthansa Group brands are encountered during a journey.

The programme will therefore be used as a unifying layer. A shared loyalty identity will be provided, while the distinctive qualities of the group’s brands will remain in place.

Why the Change Matters to Global Travel

Airline loyalty is increasingly being shaped around the complete traveller experience. Flights remain central, but personalised content, shopping, digital interactions and special experiences are being incorporated into broader loyalty ecosystems.

Through Lufthansa Group Miles & More, that wider relationship is being formalised. The loyalty brand will be used to connect members more closely with the group while providing a consistent identity across numerous travel and lifestyle touchpoints.

A stronger emotional dimension is also being introduced through Moments that move you. By placing memorable experiences at the heart of the programme, loyalty is being associated with the reasons journeys are remembered rather than only with the miles collected from them.

The success of the repositioning will ultimately be determined by the benefits and experiences delivered after the relaunch. For now, a clear direction has been established. Miles & More is being brought visibly into the Lufthansa Group family, and a more integrated loyalty journey is being prepared for members worldwide.

[Source:- Lufthansa Newsroom]

Image Credit:- Lufthansa