Overview
- The company confirmed on Wednesday and Thursday that Miles & More will be renamed and brought under the Lufthansa Group umbrella as part of a formal relaunch.
- Lufthansa Group introduced the program's new emotional core as “Moments that move you,” which the company says will guide content and member experience changes.
- The group says a completely new visual identity for the loyalty brand will roll out by the end of 2026 and will be applied across airlines and customer touchpoints.
- Lufthansa frames the move as a strategic effort to create a unified, more personalised loyalty system across its carriers, but it did not announce specific changes to earning, redemption or rules.
- Industry coverage notes the program already serves Lufthansa, Swiss, Austrian, ITA Airways, Brussels Airlines and Eurowings & Discover and that the future participation of partner carriers such as LOT and Luxair remains unclear.