What Miles & More GmbH does

Miles & More GmbH is a Frankfurt am Main-based private limited company and wholly owned subsidiary of Deutsche Lufthansa AG, established in 1993 to operate the Lufthansa Group's loyalty programme. The company's flagship Miles & More programme serves more than 39 million members and operates an earn-and-redeem miles economy across 170+ international partners, including 40 airline partners spanning all 25 Star Alliance carriers, plus airports, hotels, mobility, entertainment, shopping and finance companies. Members accumulate miles for awards and Points to achieve frequent flyer status, generating recurring transaction-fee and partner-commission revenue for Miles & More GmbH.

The company runs a second product line, Worldshop, which combines an e-commerce storefront at worldshop.eu with six physical retail stores located at Frankfurt, Munich, Berlin, and Vienna airports. Worldshop offers more than 400 premium brands and over 4,500 articles to members and travelers, allowing miles to be earned and redeemed in a retail setting. The loyalty and retail platforms are integrated through the shared Miles & More membership. Underlying technology is described as a digital loyalty programme platform with web and mobile interfaces that integrates with partner systems via APIs for miles issuance and redemption; no proprietary AI/ML technology, patents, or external SDKs are disclosed.

Miles & More GmbH monetizes through partner commissions on miles-earning transactions, transaction fees on miles redemption, co-marketing arrangements with commercial partners, and retail product sales via Worldshop. It sells primarily through a sales-led go-to-market that combines B2B partnerships (airlines, hotels, retailers, financial institutions) with B2C member engagement across digital and Lufthansa Group airline touchpoints. Headcount is in the 251–500 range and the company is operationally active with current recruiting across digital analytics, HR, and payments/innovation functions.

Name

Miles & More GmbH

Legal name

Miles & More GmbH

Website

https://miles-and-more.company

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

251–500 employees

Short description

Miles & More GmbH operates the Lufthansa Group's loyalty program and Worldshop retail platform for over 39 million members, leveraging 170+ international partners including all 25 Star Alliance airlines. The wholly owned Lufthansa subsidiary is based in Frankfurt am Main.

Ownership category

akta.pro rank

Product category

Travel Loyalty Programs

NAICS

Travel Arrangement and Reservation Services (5615), All Other Travel Arrangement and Reservation Services (561599)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Points/Miles Sales & B2B Monetization (to Partners) (THABAKAG)

akta.pro secondary industry

Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)

Keywords

• Airline loyalty programs
• Frequent flyer rewards
• Travel rewards platform
• Airport retail shopping
• Premium brand sales

Headquarters

HQ city

Frankfurt am Main

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Loyalty Program Operations: Miles & More operates the Lufthansa Group loyalty program, earning revenue through partnerships with 170+ international partners including airlines, hotels, retailers, and financial services companies. Revenue is generated through partner commissions, transaction fees on miles earned/redeemed, and co-marketing arrangements with partners.
2. Worldshop Retail Operations: Worldshop is an online retail platform (worldshop.eu) and operates 6 physical stores at Frankfurt, Munich, Berlin and Vienna airports, offering over 400 premium brands and 4,500+ articles to members and travelers. Revenue generated through product sales.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Miles & More GmbH operates the Lufthansa Group's loyalty programme, enabling 39+ million members to earn and redeem miles across 170+ international partners including 40 airline partners (all 25 Star Alliance airlines), airports, hotels, travel, mobility, entertainment, shopping, and finance companies. The company also operates Worldshop, an online retail platform (worldshop.eu) and six physical stores at Frankfurt, Munich, Berlin, and Vienna airports offering 400+ premium brands and 4,500+ articles for miles redemption or direct purchase.

Product overview

Miles & More GmbH operates a dual-product loyalty and retail ecosystem. The core product is Miles & More, the Lufthansa Group's loyalty programme allowing members to earn and redeem miles across 170+ international partners including 25 Star Alliance airlines, and Worldshop, an online and offline retail platform with over 400 premium brands and 4,500+ articles available at six airport locations. The two products are integrated through the shared Miles & More membership, allowing members to earn miles through shopping on Worldshop and redeem miles across both platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Miles & More Loyalty Programme The Lufthansa Group's loyalty programme enabling members to earn and redeem miles for awards and collect Points to achieve frequent flyer status across 170+ international partners including 25 Star Alliance airlines. Target audience is individual travelers and frequent flyers.
• Worldshop

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor, core and major.

• help allianceminorStrategic or Co-development Partner · 1 June 2023The aid organisation of Lufthansa Group and its employees, providing young people around the world with access to education. Miles & More employees participate in Corporate Volunteering programs, such as a June 2023 trip to Kenya where colleagues mentored former street children on career aspirations.
• Lufthansa GroupcoreStrategic or Co-development PartnerMiles & More GmbH is a wholly owned subsidiary of Deutsche Lufthansa AG based in Frankfurt am Main. The company designs and operates the Lufthansa Group's loyalty programme, leveraging the Group's global aviation network with 300+ subsidiaries across Network Airlines, Eurowings, and Aviation Services.
• Star AlliancecoreStrategic or Co-development PartnerMiles & More partnership includes all 25 Star Alliance member airlines, allowing members to earn and redeem miles across the global airline alliance network.
• 170+ International PartnersmajorStrategic or Co-development PartnerPartnership network includes 40 airline partners, airports, hotels, travel, mobility, entertainment, shopping, and finance companies enabling members to earn and redeem miles across diverse sectors.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Others

• DFS Group (LVMH): DFS operates airport duty-free and luxury retail stores globally; comparable as an airport-based premium retail operator relevant to Miles & More's Worldshop airport store footprint.

Direct peers

• Emirates Skywards: Emirates' loyalty programme is a globally recognized airline loyalty scheme with a premium-traveller focus and broad partner network, offering a directly comparable miles-based model and partner economics to Miles & More.
• United MileagePlus: United Airlines' loyalty programme is one of the world's largest with a broad partner ecosystem across airlines, hotels, credit cards and retail, comparable to Miles & More in scale, partner breadth, and B2B monetization model.
• British Airways Executive Club (Avios): Part of the Avios group, this is a major European airline loyalty programme with similar B2B partner monetization and co-branded credit card economics, competing for the same European frequent flyer pool as Miles & More.
• American Airlines AAdvantage: The largest US airline loyalty programme; directly comparable as a global airline loyalty scheme with tens of millions of members, airline-only core, and extensive non-airline partner monetization across finance, retail and travel.
• Delta SkyMiles: Delta's flagship loyalty programme operates a similar miles-based model with co-branded credit cards and a large partner network; directly comparable in operating model and member-scale economics to Miles & More.
• Flying Blue (Air France-KLM): The European airline loyalty programme shared by Air France and KLM; the closest direct competitor on the continent with overlapping Star Alliance-adjacent earn/burn mechanics, partner network, and member base.
• Air Canada Aeroplan: A North American airline loyalty programme with a Star Alliance connection, partner-driven revenue model, and recent commercial transformation; directly comparable in core structure and partner breadth.
• Singapore Airlines KrisFlyer: A leading Asia-Pacific airline loyalty programme with a Star Alliance footprint, premium-cabin earn focus, and broad partner network; comparable to Miles & More in target member profile and airline-led monetization.
• Cathay Pacific Asia Miles: Asia Miles is a major Asia-based airline loyalty programme with airline, retail, and credit card partner monetization; similar programme structure, member-base scale, and non-airline partner breadth to Miles & More.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/miles-and-more-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Miles & More GmbH