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Lufthansa Group is giving its long-running loyalty program a new identity. By the end of 2026, Miles & More will officially be renamed “Lufthansa Group Miles & More” to reflect its expanded role as the unified loyalty program across the Lufthansa Group’s family of airlines.
The rebranding is part of the company’s broader strategy to strengthen its umbrella brand and create a more integrated loyalty experience across its network. Along with the new name, the program will introduce a refreshed brand identity and place a greater emphasis on personalized experiences, exclusive rewards, and deeper engagement with members. What this means has yet to be revealed.
Lufthansa says that at the heart of the transformation is the new brand philosophy, “Moments that move you,” which aims to focus on the memorable travel experiences and everyday moments that matter most to members. The updated program will continue to reward customers not only for flying, but also for shopping, dining, attending exclusive events, and other lifestyle activities, while creating a more consistent experience across the group’s airlines and customer touchpoints. This sounds very similar to what American Airlines is pushing with its Loyalty Points.
The rebranding will also include a completely new visual identity with a modern corporate design that aligns the loyalty program more closely with the Lufthansa Group brand.
Dieter Vranckx, Lufthansa Group Executive Board Member and Chief Commercial Officer, said:
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. 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.”
Anthony’s Take: While the name is changing, the airline’s core mission remains the same: rewarding loyal travelers with benefits across the Lufthansa Group ecosystem. The updated branding is expected to roll out by the end of 2026 to mark the next chapter in one of Europe’s largest airline loyalty programs.
(Image Credits: Lufthansa Group.)
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1 comment
While I agree wholeheartedly that M&M could use a new name to show that the conglomerate is diverse I’m not sure that shoving the Lufthansa name in is really that effective at showing that it’s really not all about Lufthansa.