Diving into OMR26 with your miles
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Recap – Miles & More at the OMR Festival
Masterclass – with practical tips for Frequent Traveller status
Six stages, more than 800 speakers, and countless talks, ideas and new perspectives: it’s time for an OMR recap. For two days, the Hamburg festival once again became a hotspot for the digital and marketing industry. Besides AI-powered transformation, agentic commerce and new search strategies, one question took centre stage: How are brands creating authentic relationships with today’s audiences?
In keeping with this theme, OMR26 Festival-goers were once again able to redeem miles for their tickets, allowing them to enjoy additional extras usually only associated with travel.
Thanks to fast-lane access, visitors could bypass the queues and head straight into the festival grounds. For those wanting to take a break between panel discussions, the Expo and long walks across the venue, our Miles & More Lounge offered a welcoming space to recharge – complete with catering, a live stream from the main stage and quiet areas for working and networking. Priority access also proved to be a highlight: rather than queuing outside the halls to get into the most popular panel discussions and the after-show party, guests were escorted directly to the stages. And to top it all off, special guest Oli.P held a live and unplugged concert in our lounge followed by a meet-and-greet.
Two days of OMR in 20 seconds
Ihre Zustimmung
Akzeptieren & abspielen
From the lounge to the masterclass to the festival finale with Oli.P, our quick recap captures the OMR 2026 highlights.
The countdown to the next OMR Festival has begun. Early birds can now buy a standard ticket for OMR27 at the pre-sale price and earn 1 mile for every EUR 1 spent. Simply enter your Miles & More service card number in the OMR ticket shop.
If you’d also like to secure Miles & More Lounge benefits, you can redeem miles for your ticket or use them to upgrade an already purchased ticket at a later date. Be sure to check the Miles & More app and our newsletter regularly, so you don’t miss out on the offer.
What does modern-day loyalty really feel like, and why is frequent flyer status still so appealing? This was the topic discussed by Gerald Schlögl and Frederic Schäfer in the Miles & More masterclass “The allure of aviation status – redefining loyalty”. Apart from strategic insights, the class also addressed the very practical question of how members can reach their next status level. With a few hacks, you can actually achieve Frequent Traveller status faster than you think.
One example is the Miles & More Uptrip app, where you can use your flights to unlock trading cards, which can then be combined to complete collections. Depending on the set, you can earn additional Points and Qualifying Points towards your status. For 50 Uptrip trading cards, you’ll even be awarded Frequent Traveller status straight away. This fun concept shows just how many ways there are now to achieve status.
It’s also possible to earn additional Points without even flying. With Marriott Bonvoy®, Miles & More members can earn Points through hotel stays when they link their accounts for both programmes. This will earn you 40 Points per stay up to three times a year to help you achieve your status.
From right to left: Gerald Schlögl, Managing Director at Miles & More; Frederic Schäfer, Manager Digital Touchpoints at Miles & More; OMR guest.
“For us, the OMR is mainly a place for interaction – where we can engage directly with our members, listen to their feedback and stay in tune with what really matters to them on their travels. These conversations and shared moments – whether in the lounge, in a masterclass or in one-on-one discussions at the festival – show us what modern customer loyalty means today. It’s less about the programme on paper and more about the experiences people take with them and remember.”
Gerald Schlögl, Managing Director at Miles & More.
“For me, these two days were further confirmation that Miles & More is far more than just a loyalty programme. It’s about community, special moments and experiences that connect people.”
Frederic Schäfer, Manager Digital Touchpoints at Miles & More.
A place to relax in the midst of the festival action
The Miles & More Lounge quickly became a hub for networking, quick breaks and meaningful conversation.
Travel inspiration in the Worldshop Corner
The Worldshop Corner was all about luggage and personal recommendations.
Exclusive management session
What really makes loyalty relevant these days? This was discussed by Olivier Krueger (Global CMO Lufthansa Group) and Gerald Schlögl during an exclusive management insights session.
Getting closer to achieving status
Full house at the masterclass on “The allure of aviation status”.
A special festival finale
High spirits as the festival draws to a close: Oli.P with the Miles & More Team.
The fast lane to the after-show party
Guests with priority access were able to use the fast lane to get straight to the main stage for the after-show party.
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