Miles & More Archive
Since 1993: Connecting Continents, Rewriting Journeys.
Miles & More is more than a frequent flyer program — it is a legacy of loyalty, innovation, and global connectivity. Born from the ambition of Europe’s leading airline, this program has transformed the way millions travel, earn, and explore. Step into the archives and discover the evolution of one of the world’s most influential travel loyalty ecosystems.
Origins – The Birth of a Vision (1990s)
In the early 1990s, as the skies opened with new freedoms and globalization accelerated, Lufthansa sought to strengthen customer loyalty in an increasingly competitive aviation market. In 1993, after extensive research and collaboration with international partners, Miles & More was officially launched. The program was revolutionary — it allowed passengers not only to earn miles on Lufthansa flights but also to redeem them across a growing network of airlines, hotels, and car rental services. The name “Miles & More” was carefully chosen to reflect both the quantitative reward (miles) and the qualitative promise (more benefits, more experiences, more freedom).
Founders and Architects
The creation of Miles & More was spearheaded by a visionary team within Lufthansa’s executive leadership. Key figures included Dr. Heinz H. Schaffert, then Senior Vice President of Marketing, and Peter Schneeberger, a strategic planner with a background in customer behavior analytics. Their goal was not just to create a points system but to build a global loyalty community. They introduced tiered membership levels — Frequent Traveller, Frequent Traveller Plus, Senator, and later HON Circle — each offering escalating privileges such as lounge access, priority boarding, and exclusive event invitations.
Evolution Through the Decades
Throughout the 1990s and 2000s, Miles & More expanded rapidly. It became a founding member of the Star Alliance in 1997, enabling members to earn and redeem miles across 26 airlines, including United, Air Canada, and Singapore Airlines. The program introduced online account management in 1998, a pioneering move at the time. By 2005, over 15 million members had joined, and the digital platform allowed real-time tracking of miles, flight upgrades, and partner rewards.
Leadership Today – Steering the Future
As of 2024, Miles & More operates under the strategic direction of Lufthansa Group, with dedicated leadership. The current Head of Miles & More is Anja Humpert, a seasoned executive with over two decades in customer experience and digital transformation. Under her leadership, the program has embraced AI-driven personalization, blockchain-based mileage security, and sustainability initiatives. The broader Lufthansa Group CEO, Thorsten Dirks, has emphasized that Miles & More remains a cornerstone of the group’s customer-centric strategy, with over 100 million active members worldwide.
Membership Tiers – The Hierarchy of Privilege
Miles & More offers four primary membership levels, each designed to reward loyalty with increasing exclusivity:
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Frequent Traveller: Entry-level, earn miles on all partner services.
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Frequent Traveller Plus: Achieved by earning 3,500 status miles; includes bonus miles and flexible redemption.
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Senator: 15,000 status miles; grants lounge access, priority services, and personal concierge.
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HON Circle: The most elite tier, limited to 1,500 members globally; includes lifetime status, dedicated support, and VIP event access.
Each tier reflects a journey — not just in miles flown, but in the depth of the travel experience.
Miles & More Cards – Symbols of Status
Standard Card
Sleek silver card representing entry-level membership, offering access to earn miles on partner services.
Senator Card
Platinum edition card with RFID technology, granting lounge access, priority services, and exclusive privileges.
HON Circle Card
Handcrafted titanium card engraved with member details, unlocking VIP event access and lifetime status.
These cards unlock benefits across 700+ airport lounges, partner hotels like Marriott and Hilton, and luxury car services through Sixt and Hertz.
Services & Partnerships – Beyond the Sky
Miles & More is not confined to air travel. Members can earn miles through credit card spending (in partnership with American Express and DKB), grocery shopping (via Edeka and REWE), fuel purchases (Aral), and even streaming services (Sky Deutschland). Redemption options include flight upgrades, vacation packages, merchandise, and charitable donations. The “Miles & More Credit Card” allows users to convert spending into miles at accelerated rates, making everyday purchases part of a larger travel dream.
Digital Innovation & Mobile Experience
The Miles & More app, launched in 2012 and continuously updated, now features biometric login, AI-powered travel suggestions, and real-time auction bidding for upgrade seats. In 2023, the app introduced “Miles Forecast,” a predictive tool that estimates when a member will reach their next tier or have enough miles for a desired flight. Push notifications alert members to limited-time bonus mile offers, expiring miles, and exclusive partner deals.
Sustainability and Social Responsibility
In 2021, Miles & More launched the “Green Miles” initiative, allowing members to donate miles to environmental causes or offset their carbon footprint. The program partnered with organizations like atmosfair and WWF to fund reforestation and clean energy projects. Additionally, members can now choose to convert miles into contributions for refugee support programs via the UNHCR. This reflects a broader shift in the brand’s identity — from rewarding travel to promoting responsible global citizenship.
Newsroom – The Latest from Miles & More
- Miles & More announces a partnership with Eurail, enabling members to earn miles on European train journeys.
- The program surpasses 100 million active members globally, a milestone celebrated with a limited-edition digital badge.
- Launch of “Miles & More Experiences” — a new platform offering VIP concert access, culinary tours, and private museum viewings.
- Holiday campaign offers double miles on all flights to North America and Asia.
- Integration with Apple Wallet and Google Pay for digital card storage and tap-to-earn functionality.
- New co-branded credit card with Mastercard offers 5x miles on dining and entertainment.
- Miles & More becomes the first loyalty program to accept cryptocurrency for mile purchases via a secure exchange.
- Expansion of lounge access to include 50 new locations in Africa and Southeast Asia.
- Collaboration with Netflix to offer miles for watching travel documentaries on their platform.
- Introduction of “Family Pooling 2.0,” allowing households to combine and share miles across up to 10 accounts.
Visual Archive – A Gallery of Milestones
The Future of Miles & More
Looking ahead, Miles & More is pioneering the concept of “intermodal loyalty,” where miles can be earned across flights, high-speed rail, e-bike rentals, and even space tourism partnerships. Plans are underway to launch a metaverse travel concierge, allowing members to preview destinations in VR before redeeming miles. With artificial intelligence, blockchain security, and a renewed focus on sustainability, Miles & More is not just adapting to the future — it is shaping it. As the world evolves, so does the promise: more miles, more choices, more horizons.