Rascasse Audience Intelligence

Miles & More Target Market in Germany

A data profile of the people who buy, follow and care about Miles & More in Germany — modelled from more than twelve digital signal sources. Miles & More has an estimated audience of 1,732,993 people in Germany.

#2among Loyalty card in Germany#481among Brand in Germany#139in Shopping

The average Miles & More fan in Germany is 41.0 years old, balanced, and lives primarily in Bayern.

The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg.

Top brand affinities include Business class, First class travel, Vueling, with strongest over-indexing on Business class (13.23× the country average).

Demographically, the Miles & More audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Miles & More fan in Germany is balanced, around 41.0 years old, with strong Quality Awareness tendencies and a notable affinity for Business class.

Category: Shopping · Type: Brand · Subtype: Loyalty card

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Miles & More profile in Germany.

Audience size
1.7M
in Germany
Gender
47.0%♀
53.0% male
Age
41.0
average years
Country rank
#3882
Brand in Germany
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Miles & More

47.0% are female, 53.0% are male, average age 41.0.

Fig. 02

Gender split

47.0%
Female
53.0%
Male
Demographic split for Miles & More audience in Germany
MetricValue
Female47.0%
Male53.0%
Average age41.0
Estimated audience size1,732,993
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Miles & More audience in Germany
Age bracketShare%
16-1915%
20-2918%
30-3921%
40-4924%
50+21%
Fig. 04

Worldwide distribution

39.1%

of the worldwide Miles & More audience comes from Germany.

Worldwide audience distribution share by country for Miles & More
CountryShare
Germany39.1%
Switzerland11.2%
Austria7.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Miles & More audience in Germany is strongest.

Fig. 05

Top regions by affinity

Miles & More customers by region in Germany
#RegionReachAffinity×
01Hamburg~70K1.77×
02Hessen~200K1.71×
03Bayern~400K1.48×
04Berlin~100K1.43×
05Baden-Württemberg~300K1.20×
06Nordrhein-Westfalen~400K1.02×
07Rheinland-Pfalz~90K1.01×
08Schleswig-Holstein~60K0.97×
09Bremen~10K0.88×
10Niedersachsen~100K0.81×
11Sachsen~70K0.81×
12Saarland~20K0.77×
13Brandenburg~40K0.74×
14Thüringen~20K0.54×
15Mecklenburg-Vorpommern~20K0.47×
16Sachsen-Anhalt~20K0.46×
Fig. 06

Affinity by region

Affinity by region — Miles & More, Germany
0.46×1.00×1.77×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Miles & More audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Miles & More audience
#·InterestCategoryAffinity×
01VuelingTravel & Leisure13.50×
02Business classTravel & Leisure13.23×
03First class travelTravel & Leisure8.42×
04High-net-worth individualBusiness & Career6.68×
05Luxury yachtTravel & Leisure6.10×
06Expensive TasteBusiness & Career5.45×
07Mortgage calculatorHome & Garden4.97×
08OmegaFashion & Accessoires4.91×
09Luxury WatchesFashion & Accessoires4.77×
10PandoraFashion & Accessoires4.56×
11SunExpressTravel & Leisure2.97×
12Google FlightsTravel & Leisure2.78×
13LufthansaTravel & Leisure2.64×
14EurowingsTravel & Leisure2.64×
15HermèsFashion & Accessoires2.61×
16RefrigeratorHome & Garden2.58×
17TipicoGames2.41×
18VacationsTravel & Leisure2.05×
19NatureHome & Garden1.70×
20TagesschauMovies & TV1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Miles & More audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Miles & More audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM5.45×
Luxury OrientationPREMIUM2.47×
IndulgenceJOY2.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Miles & More audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.91×
CreativityOPEN0.98×
Social Media UsageJOY0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Miles & More's target market in Germany?

Miles & More's target market in Germany covers an estimated 1,732,993 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Miles & More customers?

47.0% of the Miles & More audience are female, 53.0% are male, with an average age of 41.0 years.

03

Which brands do Miles & More fans like most?

Miles & More fans show strongest brand affinity for Business class (13.23×), First class travel (8.42×), and Vueling (13.5×) over the country average.

04

Where do Miles & More fans live in Germany?

Miles & More fans in Germany are most concentrated in Bayern (reach ~400K), Nordrhein-Westfalen (reach ~400K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Miles & More fans also like?

Beyond Miles & More itself, the audience over-indexes on First class travel (8.42×), Vueling (13.5×), Luxury yacht (6.1×), and Expensive Taste (5.45×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Loyalty card audiences in Germany

See Miles & More audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Miles & More. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →