# Lufthansa Group Miles & More Loyalty Program Rebrands

_Jul 16 06:06_

Tags: Austrian, Brussels Airlines, Discover, Eurowings, ITA Airways, LOT, Lufthansa, Lufthansa Group, Luxair, Swiss

Lufthansa Group is officially rebranding its Miles & More loyalty program as 'Lufthansa Group Miles & More' to strengthen central group identity, with visual updates planned by end of 2026

## Summary

Lufthansa Group has announced that its Miles & More loyalty program will be rebranded as 'Lufthansa Group Miles & More.' This change formalizes the use of the 'Lufthansa Group' branding across its member airlines to create a stronger central identity. The program aims to become a unifying loyalty system for the entire group, with plans to update its visual identity by the end of 2026. The rebranding is described as part of a broader strategy to integrate group companies more closely into the brand architecture, emphasizing cohesion while preserving individual brand strengths. The new brand essence is 'Moments that move you.' This follows Lufthansa Group's recent acquisition of ITA Airways and aligns with industry trends toward unified group branding

Sources add:
• LoyaltyLobby: Lufthansa is making branding changes to the Miles & More program, used by all Lufthansa Group airlines (Lufthansa, Swiss, Austrian, ITA Airways, Brussels Airlines, Eurowings & Discover) and LOT + Luxair

## Why it matters

Affects 13 airline programs (Air France-KLM, Austrian, British Airways...).

## What each source adds

- **LoyaltyLobby**: Lufthansa is making branding changes to the Miles & More program, used by all Lufthansa Group airlines (Lufthansa, Swiss, Austrian, ITA Airways, Brussels Airlines, Eurowings & Discover) and LOT + Luxair

## Sources cited

- [One Mile at a Time](https://onemileatatime.com/news/lufthansa-group-miles-more-rebrand) — Miles & More Rebrands As… Wait For It… Lufthansa Group Miles & More
- [LoyaltyLobby](https://loyaltylobby.com/2026/07/16/lufthansa-rebrands-miles-more-new-slogan-movements-that-move-you?omhide=true) — Lufthansa Rebrands Miles & More – New Slogan “Movements That Move You”

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