Lufthansa is rebranding its loyalty program. To what? Lufthansa Group Miles & Mor. It sounds like a legal disclaimer. A mouthful of bureaucracy disguised as customer service.
The New Name Game
For years the program was just Miles & More. Simple. Clean. Now they are slapping Lufthansa Group onto the front of it. They call it “distinctive.” They call it “emotional.”
I’m not crying tears of joy. I’m crying from confusion.
This is part of a wider push. Lufthana wants every airline under its umbrella to shout its central identity from the rooftops. It happened a few months ago with the corporate rebrand. Now it’s the points. By late 2026, the visuals will match the verbose naming. The goal is cohesion. Uniformity. One big family holding hands under the banner of the carrier that is, ironically, its biggest problem child.
Who Are You Really Serving?
Dieter Vranckx the Chief Commercial Officer has his talking points ready.
“Integrate select group companies,” he says. “Make their affiliation… visible and tangible.” He wants customers to know that ITA Airways belongs here. So does Brussels Airlines. It’s logical. The group is growing. Acquiring new fleets requires a new narrative.
But why the name?
There is no neutral entity here. No sleek holding company brand like IAG or a cool concept like “The Blue Group” (which Air France-KL is considering). Lufthansa wants to be the sun in its own solar system. It doesn’t matter that Lufthansa the airline is often the least profitable arm of the machine. The name is all that matters.
Is IAG better? Barely. It’s generic. Air France-KLM? Messy. A rebrand might actually help them clarify their structure. But Lufthans is digging its heels into the ground. The Group brand is not just a parent company. It’s a brand statement.
The Brand Essence
The new mantra is “Moments that move you.” Really?
It tries to center the member. It promises personalized content. Relevance. But you have to say “Lufthansa Group Mile & More” to get there.
Why spend millions on consultants to add four words to a program everyone already knows? Maybe to make sure nobody forgets who owns your points. Maybe because brand architecture looks good on a slide deck.
Left Hanging
It works if you’re a corporate strategist. For the rest of us? It’s just longer.
I hope they didn’t overpay for the strategy deck. The logic holds water. You buy ITA Airways. You slap your name on it. You align the loyalty program. It makes sense for a holding company. It doesn’t feel like a win for the passenger. Just another checkbox for brand cohesion.
Who else is tired of saying their loyalty program’s name aloud?
