Lufthansa Group Renames Miles & More Loyalty Programme With New Brand Identity and Enhanced Traveller Experience

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Lufthansa Group Miles & More is being introduced as the refreshed identity of the group’s loyalty programme, creating a more unified experience for travellers across Lufthansa Group airlines and customer touchpoints. The change will bring the long-running Miles & More brand under the Lufthansa Group umbrella by the end of 2026, helping passengers access a more consistent loyalty experience when flying, shopping and using partner services.

The update represents a major digital and brand evolution for one of Europe’s best-known frequent flyer programmes. For travellers, the change is designed to make loyalty benefits easier to recognise across Lufthansa Group services while strengthening connections between airlines, partners and everyday customer experiences.

Why This Matters for Travellers

Airline loyalty programmes have become an important part of modern travel planning. Frequent flyers increasingly choose airlines not only based on fares and routes but also on the rewards, recognition and flexibility they receive.

The Lufthansa Group refresh aims to create a stronger connection between the loyalty programme and the wider airline group, potentially making benefits easier to understand for passengers travelling across different Lufthansa Group carriers.

Key Benefits Travellers Could Experience

• A more recognisable loyalty programme identity across Lufthansa Group services.
• A more consistent customer experience across travel and partner interactions.
• Stronger connections between flights, shopping and lifestyle rewards.
• Easier recognition of loyalty benefits for frequent travellers.

The programme update reflects the growing importance of seamless travel experiences beyond the aircraft itself.

What Has Changed With Lufthansa Group Miles & More

The existing Miles & More programme will evolve into Lufthansa Group Miles & More by the end of 2026. The refreshed identity will place the loyalty programme more closely under the Lufthansa Group brand structure while maintaining its role as the group’s customer rewards platform.

Miles & More already allows members to earn and redeem rewards through flights, airline partners and a wide range of non-flight partners.

Main Changes Travellers Should Know

• The loyalty brand name will become Lufthansa Group Miles & More.
• The programme will receive a stronger connection to the Lufthansa Group umbrella brand.
• Customer touchpoints will be brought together under a more unified identity.
• Members will continue accessing loyalty benefits through the programme ecosystem.

The change focuses on strengthening recognition and consistency rather than replacing the core loyalty concept.

How The Updated Loyalty Programme Could Change Travel

Frequent flyer programmes have moved beyond simple mileage collection. Travellers now expect loyalty platforms to connect flights, hotels, shopping, experiences and personalised services.

By refreshing Miles & More, Lufthansa Group is positioning its loyalty programme as a broader travel ecosystem rather than only a way to collect flight rewards.

New Opportunities For Frequent Travellers

• More connected interactions across Lufthansa Group brands.
• Greater visibility of loyalty benefits during travel planning.
• Improved alignment between airline services and partner offers.
• A stronger relationship between passengers and the Lufthansa Group network.

For travellers who regularly use Lufthansa Group airlines, loyalty programme consistency can influence future booking decisions.

Why This Matters

The Lufthansa Group Miles & More refresh highlights how airlines are changing the role of loyalty programmes in a competitive travel market.

Passengers increasingly compare airlines based on the complete journey, including booking tools, airport services, onboard experience and rewards. A stronger loyalty identity can help airlines build longer-term relationships with customers.

Wider Impact On Airline Loyalty

• Airlines are investing in stronger digital loyalty ecosystems.
• Frequent flyer programmes are becoming broader lifestyle platforms.
• Customer experience is becoming a key competitive factor.
• Brand consistency is gaining importance across global aviation groups.

The update shows how airline loyalty is evolving from a reward system into a wider passenger engagement strategy.

What Travellers Should Know Before Using The Updated Programme

Existing Miles & More members should monitor official Lufthansa Group and Miles & More announcements as the rebranding process develops. The transition is expected to take place gradually, with the new identity introduced by the end of 2026.

Before Booking

• Eligibility: Existing and new members can continue using the loyalty programme according to current rules until further updates are announced.
• Booking conditions: Travellers should check mileage earning and redemption conditions before booking.
• Destinations: Benefits remain connected to Lufthansa Group airlines and programme partners.
• Availability: Updated branding and customer experiences will roll out progressively.
• Official advice: Members should follow official Lufthansa Group Miles & More updates.

Travellers should continue using official programme channels for account management, rewards and benefit information.

Industry Impact: Lufthansa Group Strengthens Its Global Customer Strategy

The loyalty programme refresh comes as airline groups increasingly focus on customer retention and digital engagement. A unified loyalty identity allows large airline groups to create stronger connections across multiple brands.

Lufthansa Group operates several airlines within its network, and loyalty integration has become an important part of creating a smoother passenger experience.

What This Means For The Future Of Travel Loyalty

• Airline groups may continue consolidating loyalty experiences.
• Travellers could see more integrated rewards systems.
• Digital platforms will play a larger role in customer relationships.
• Loyalty benefits may expand beyond flights.

The development reflects the broader transformation of airline loyalty programmes worldwide.

Frequently Asked Questions

What is Lufthansa Group Miles & More?

Lufthansa Group Miles & More is the refreshed identity of Lufthansa Group’s loyalty programme, evolving from the existing Miles & More brand.

When will Miles & More become Lufthansa Group Miles & More?

The transition is planned by the end of 2026.

Will existing Miles & More members lose their benefits?

The announcement focuses on a brand refresh and unified identity. Members should follow official updates for any future programme changes.

Which travellers benefit most from the update?

Frequent flyers using Lufthansa Group airlines and partner services are expected to benefit from a more consistent loyalty experience.

Can travellers still earn and redeem rewards?

Yes, Miles & More continues to operate as the Lufthansa Group loyalty programme, with members able to earn and redeem rewards through eligible services.

Closing Update

The transition to Lufthansa Group Miles & More marks a significant step in modernising one of Europe’s leading airline loyalty programmes. By creating a stronger connection between the loyalty brand and the wider Lufthansa Group network, the update aims to deliver a more unified experience for travellers.

As airlines continue competing through customer experience and digital innovation, loyalty programmes are becoming an increasingly important part of the global travel journey.