Pekao's Miles & More Loyalty Program Set for Lufthansa Rebrand in Poland

Polish bank Pekao currently offers the Miles & More loyalty scheme, allowing customers to earn points redeemable for tickets on LOT Polish Airlines. The program, which is the only Miles & More offering in Poland, is linked to the German Lufthansa Group, the owner of Miles & More. Lufthansa has announced that the program will be rebranded by the end of the year to "Lufthansa Group Miles & More." The change raises branding concerns for LOT, which could appear to promote a competitor while using the same loyalty name. Discussions are ongoing about whether LOT can retain the existing program name or must adopt the new branding, which would require updates to Pekao's card names, website branding, and related materials. The bank is awaiting comment from Lufthansa and LOT before finalizing its approach.