Lufthansa Group is to bring its loyalty and marketing functions together from 1 January 2027. The move is to “further develop its customer engagement and loyalty activities across the Group, align them more closely and create a more holistic approach”.
The merged function will be headed by Clemens Strauss, who has been with the group since 2014, most recently heading up customer experience, product and marketing at Eurowings.
Clemens Strauss, Lufthansa Group
Strauss will be responsible for the strategy and further development of the group’s loyalty ecosystem, including the strategic direction of Miles & More, with the aim of further integrating the various offerings of the group’s airlines.
Lufthansa Group Miles & More, as it has been styled since a July 2026 rebrand, has more than 39 million members who can earn miles on the ten Lufthansa Group airlines. In September 2025, the group signed a strategic partnership with Marriott Bonvoy to allow Miles & More members to collect points at Marriott’s 30 hotel brands. The same month, the programme was extended to allow members to claim miles for voluntary contributions to SAF and climate change mitigation projects.
Strauss will also oversee Lufthansa Group’s brand communications, cross-group marketing campaigns and standards, as well as the strategic management of its partnership portfolio.
One of his key focuses will be on positioning Lufthansa Group as the group’s umbrella brand and ensuring consistent coordination of customer communications.
Strauss has also served as managing director of Oscar Bravo, Lufthansa Group’s digital marketing unit.