Lufthansa Group is changing one of its popular brands. Photo: Lufthansa Group The Lufthansa Group has announced a significant change to the brand of its frequent flyer club. As part of a broad rebranding move, the club will change its name from Miles & More to Lufthansa Group Miles & More by the end of 2026.
The move is part of implementing the Lufthansa Group's new umbrella brand across all its activities, with the aim of strengthening the bond among the group's companies and creating a unified brand experience for customers, partners and employees.
The new name will symbolize the transformation of the loyalty program into a unified system for all of the group's airlines. As part of the change, greater emphasis will be placed on personalizing the benefits, content and offers for club members, under the new brand concept, "Moments that move you".
Photo: ShutterstockDieter Vranckx, Member of the Lufthansa Group Management Board and Chief Commercial Officer, noted that after the launch of the new umbrella brand, integrating the loyalty program into the group's brand architecture is a natural step, strengthening the sense of belonging to the group, while maintaining the unique identity of each of its brands.
In addition to the name change, by the end of 2026 the loyalty program will introduce a new visual identity (rebrand), reflecting the group's updated strategy and giving the brand a modern, uniform look across all customer touchpoints.
Club members will continue to enjoy the opportunity to accumulate and redeem points on flights, shopping, events and other benefits, with the goal of offering a broader, more personal and uniform loyalty experience across all group companies.