His predecessor in the role, Joachim Steinbach, is moving to the Lufthansa HelpAlliance as Chief Representative after three successful years at Miles & More. Adrian will lead the global activities and competences of the Miles & More bonus business and programme operations, alongside Harald Deprosse, Managing Director for the Award Programme, Finance & Operations. Roland Adrian will also act as spokesman for the Executive Board.

Roland Adrian has been in the loyalty business for more than twelve years, most recently as Vice President International New Market Development for Payback GmbH. He studied business administration at universities in Oestrich-Winkel, Harrisonburg (USA) and Clermont-Ferrand (France) and began his career as a management consultant at Roland Berger.

As part of its strategic realignment, Miles & More GmbH intends to concentrate more on opening up segments relevant to everyday life and winning new customer groups in addition to frequent flyers. The company will be able to act with greater autonomy to do so than before

Having started out in 1993 with seven partners from the hotel and car hire sectors, Miles & More is now Europe’s leading frequent flyer programme, with more than 28 million members today. Thanks to 26 Star Alliance partners, seven other Miles & More airline partners and a total of more than 350 partner companies, members can earn miles and redeem them for bonuses in almost every aspect of their lives on board and on the ground.