Unceasing growth for Miles & More
In terms of customer loyalty, Lufthansa has already fulfilled its leadership aspirations. In the reporting year Miles & More attracted 1.7 million new members, extending its lead at the forefront of European frequent flyer programmes with a total of 22 million members. The number of partners and marketing agreements for collecting and redeeming miles was also expanded. Its growth policy focuses on strategic markets in India and China but also on making the programme more attractive by means of regional partnerships. Lufthansa is therefore investing in a new Miles & More IT infrastructure as the basis for further growth and development of the programme in the years ahead. Since summer 2011 customers have been able to redeem miles for hotels and car rentals flexibly and easily at a new online booking site.