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30 years of Miles & More: special campaigns at the world's leading travel trade fair ITB in Berlin

  • With its birthday campaign "Celebrating you", Miles & More is celebrating above all its loyal members - for a whole year!
  • There will also be a celebration at the ITB in Berlin: with raffles and LIVE!Talk
  • New status programme & brand positioning focus on simplifying the programme and set customers even more in the spotlight
Group of people dancing together enjoying an outdoor garden party

Miles & More is celebrating its 30th birthday under the motto "Celebrating you", but above all also its members. They can win three exclusive birthday parties for up to 30 guests each, including catering, a cocktail bar, decorations, lighting and a DJ.
© Miles & More GmbH

Frankfurt am Main, 7 March 2023 – Under the motto "Celebrating you", Europe's leading loyalty programme for people on the move wants to celebrate in its birthday year above all those who have made Miles & More what it is today over the past 30 years: its customers. At miles-and-more.com/30years, special promotions, gifts as well as stories, interviews and tips about the programme await members throughout the year. After a two-year break, Miles & More will of course also be celebrating its birthday at the ITB from 7-9 March in Berlin.


Celebrating you!
Launched in Germany in January 1993 with Lufthansa and seven partners from the hotel & mobility sectors, Miles & More is now more than just a frequent flyer programme. The programme has developed into an expert for successful customer targeting and loyalty - in aviation and beyond along the entire travel chain. Since this journey of 30 years would not have been possible without the loyal members, Miles & More is thanking its members with small and big surprises in its birthday year. For example, members can become part of the birthday campaign themselves and win a professional photo shoot. And since Miles & More does not want to celebrate itself but its members, the programme is giving away three exclusive birthday parties for up to 30 guests each, including catering, a cocktail bar, decoration, lighting and a DJ, until the end of March.


ITB: raffles and exciting LIVE!Talk
Miles & More is also celebrating the birthday year with its members at ITB: there are three times two Lufthansa Business Class tickets to New York to be won, as well as a suitcase from the recently launched Lufthansa Aluminium Collection every day at the Miles & More Wheel of Fortune. It is therefore worthwhile to stop at the Lufthansa Group stand in hall 25, stand 119, and to be inspired by the various promotions on site.


"Loyalty is more than a programme," says Johann-Philipp Bruns, Managing Director of Miles & More GmbH. "We want to focus more on the needs of our members, thank them for their loyalty, respond to the desire for more sustainability, positively surprise them with great offers and celebrate special moments – such as our birthday!"


New status programme & brand positioning: simplification of the programme and customer-centric focus
Miles & More has set itself the goal of investing sustainably in the customer relationship of tomorrow. To achieve this, the company is focusing on simplifying the programme, on data-based, individual offers and personal appreciation. In this way, the needs, interests and situations of the members will be placed even more strongly in the focus of corporate action in the future. As a reliable partner for context-related benefits and services with special experiences and emotional everyday moments, Miles & More wants to constantly create new incentives for earning and redeeming miles. True to the new brand promise: For life’s little wishes and big dreams. Miles & More.


With the new status programme, which will come into force in January 2024, Miles & More is also focusing on simplifying the programme, on comprehensible solutions and functionality, coupled with interesting content, targeted features and continuity. In this way, the needs of the customers are always in focus, even with the adjustments. The new regulations create transparency, accompany the members in a tailored manner in their daily travel routine and award loyalty.


With the new points calculator on the Miles & More website, members can now calculate with just a few clicks how many Points, Qualifying Points and HON Circle Points they will earn on continental and intercontinental flights from 2024.


Johann-Philipp Bruns, Managing Director of Miles & More GmbH, will talk about the developments of the Miles & More programme, the new brand positioning and the customer focus in the LIVE!Talk on Wednesday, 8 March from 4 p.m. at the Lufthansa Group stand (hall 25, stand 119). Further inspiring talks within the framework of the Lufthansa Group LIVE!Talks on the topics of travel, sustainability, sales and innovation will take place every day on the hour during ITB and can also be followed digitally here.


Further information at miles-and-more.com and at miles-and-more.com/30years.