What's actually
changing
On 15 July 2026, Lufthansa Group announced on its own newsroom that Miles & More — the loyalty programme behind SWISS, Lufthansa, Austrian and Brussels Airlines — is being renamed "Lufthansa Group Miles & More", alongside an entirely new visual identity. The stated target is a full relaunch by the end of 2026, which puts the rollout somewhere in the next two months from where we're writing this.
That's the confirmed part, straight from Lufthansa Group's own announcement, and it's worth taking at face value: this is a real, dated, officially-sourced change, not a rumour picked up from a forum. What it is not, at least not yet, is a change to how the programme actually works.
As far as anything published so far shows, this reads as a branding and positioning exercise — a new name and a new look, not a new programme.
What's still
not known
No change to earning rates, redemption pricing, status tiers or mile expiry has been announced alongside the name change. If that holds, a rebrand is the least disruptive kind of update a loyalty programme can make — new logo, same mileage balance, same booking mechanics. But "nothing announced yet" is not the same as "nothing will change," and a relaunch of this size is also a natural moment for a programme to quietly bundle in other adjustments. We'll treat the mechanics as unchanged only for as long as that remains true.
- Whether Swiss-issued co-brand cards get new branding. Nothing has been said about whether Cornèrcard's Miles & More Gold and Platinum cards, or the SWISS Miles & More Platinum card issued via Swisscard, will be reissued with updated card art. This could mean a replacement card lands in your mailbox at some point, or it could mean nothing changes on the plastic itself — we simply don't know yet
- The exact rollout date. "By the end of 2026" is a target, not a fixed date. Expect a phased rollout — website and app first, physical cards and printed materials later, if at all in the short term — rather than a single switch-over day
- Whether this is purely cosmetic. We're taking Lufthansa Group at its word that no mechanics are changing, because that's what's been said publicly — but a full relaunch is exactly the kind of moment where a programme could introduce other changes alongside the branding work
Why now —
the bigger picture
The rebrand doesn't sit in isolation — it lands in the middle of a genuinely active stretch for the Lufthansa Group loyalty ecosystem. Miles & More has already been moving parts of its award chart toward dynamic, demand-based pricing, and the alliance map underneath the programme has shifted twice this year: ITA Airways joined Star Alliance and folded its loyalty programme into Miles & More in March/April 2026, while Asiana Airlines is set to leave Star Alliance in December 2026 as it's absorbed into Korean Air. Add new, larger SWISS lounges coming to Zürich's Dock B in Q1 2027, and the rename reads less like a standalone marketing refresh and more like one piece of a broader Lufthansa Group repositioning that's been building through 2026.
None of that confirms anything about what happens to the programme's mechanics specifically — it's context, not evidence of a devaluation or a change in direction. But it's a reasonable reason the name change is happening now rather than at some arbitrary point in the calendar.
What to watch
before it lands
- Any announcement about new card art for Cornèrcard Miles & More or SWISS Miles & More Platinum
- Any change to earning rates, award pricing, or mile expiry announced alongside the actual relaunch, as opposed to the July name-change announcement
- A firm rollout date, once Lufthansa Group narrows "by the end of 2026" down to something specific
Until then, there's nothing for a Swiss collector to actually do differently. Keep earning and redeeming as normal — this is a name and a look-and-feel change we're flagging early, not a deadline or a call to action. If that changes once the relaunch actually happens, we'll say so plainly.
Let's map what you actually hold today.
Before any rebrand lands, it's worth knowing exactly what your current Miles & More cards and balance are worth — so you can tell a cosmetic change from a real one when it happens.
Book a session — CHF 79 →Is Miles & More actually being renamed? +
Yes. Lufthansa Group announced on its own Newsroom on 15 July 2026 that Miles & More is becoming "Lufthansa Group Miles & More", with a new visual identity, targeting a full relaunch by the end of 2026.
Will earning and redemption rates change with the rebrand? +
No change to earning or redemption mechanics has been announced alongside the rebrand as of the most recent reporting. It currently reads as a branding and positioning exercise rather than a programme overhaul, though that could change before the relaunch actually lands.
Will my Cornèrcard or SWISS Miles & More card be reissued with new branding? +
That hasn't been addressed in anything published so far. It's a genuinely open question, not a confirmed yes or no, and we'll update this page once Cornèrcard or Swisscard says anything official.
When exactly does the rebrand happen? +
Lufthansa Group has targeted a full relaunch by the end of 2026 but hasn't given a specific date. Expect the actual rollout to be gradual rather than a single switch-over day.