Miles & More Audience in Germany
Miles & More has an estimated audience of 1,693,916 people in Germany. 47.4% are female, 52.6% are male, average age 40.9. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Business class, First class travel, Hermès, Vueling, Tagesschau.
The average Miles & More fan in Germany is 40.9 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, Hermès, with strongest over-indexing on Business class (14.17× the country average). Demographically, the Miles & More audience skews balanced with an average age of 40.9, 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.
Category: Shopping · Type: Brand · Subtype: Loyalty card
Demographics of Miles & More fans
| Metric | Value |
|---|---|
| Female | 47.4% |
| Male | 52.6% |
| Average age | 40.9 |
| Estimated audience size | 1,693,916 |
Audience persona
The typical Miles & More fan in Germany is balanced, around 40.9 years old, with strong Quality Awareness tendencies and a notable affinity for Business class.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 410,734 | 1.51× |
| Nordrhein-Westfalen | 388,649 | 1.05× |
| Baden-Württemberg | 287,105 | 1.24× |
| Hessen | 230,959 | 1.79× |
| Niedersachsen | 130,518 | 0.79× |
| Berlin | 113,565 | 1.5× |
| Rheinland-Pfalz | 84,336 | 0.99× |
| Sachsen | 68,030 | 0.82× |
| Hamburg | 67,986 | 1.78× |
| Schleswig-Holstein | 57,737 | 0.95× |
| Brandenburg | 37,532 | 0.71× |
| Thüringen | 20,772 | 0.48× |
| Sachsen-Anhalt | 17,981 | 0.41× |
| Saarland | 14,763 | 0.71× |
| Mecklenburg-Vorpommern | 13,384 | 0.41× |
| Bremen | 12,342 | 0.85× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Business class | 14.17× | Travel & Leisure |
| First class travel | 7.85× | Travel & Leisure |
| Hermès | 3.2× | Fashion & Accessoires |
| Vueling | 11.47× | Travel & Leisure |
| Tagesschau | 2.21× | Movies & TV |
| Ariana Grande | 5.31× | Music & Radio |
| Lufthansa | 2.75× | Travel & Leisure |
| High-net-worth individual | 6.64× | Business & Career |
| Google Flights | 3.54× | Travel & Leisure |
| Airbnb | 2.09× | Travel & Leisure |
| Transfermarkt | 2.37× | Sports |
| Pets | 1.52× | Pets & Animals |
| Eurowings | 2.28× | Travel & Leisure |
| Vacations | 2.17× | Travel & Leisure |
| Spiegel Online | 1.62× | News |
| Luxury Watches | 4.88× | Fashion & Accessoires |
| Automobiles | 1.53× | Cars & Mobility |
| Pandora | 3.76× | Fashion & Accessoires |
| ImmoScout24 | 1.77× | Home & Garden |
| IKEA | 1.5× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 5.02 |
| Luxury Orientation | PREMIUM | 2.33 |
| Design Affinity | PREMIUM | 1.76 |
| Indulgence | JOY | 1.68 |
| Sustainability | BALANCE | 1.48 |
| Sports Activity | POWER | 1.45 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 38.8% |
| Switzerland | 11.5% |
| Austria | 7.5% |
See Miles & More audiences in other countries
More Loyalty card audiences in Germany
- Payback (4,579,865)
- DeutschlandCard (352,715)
- IKEA Family (323,846)
- Swagbucks (221,102)
- ShopBack (65,717)
Frequently asked questions
How many fans does Miles & More have in Germany?
Miles & More has an estimated audience of 1,693,916 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Miles & More fans?
47.4% of Miles & More fans are female, 52.6% are male, with an average age of 40.9 years.
Which brands do Miles & More fans like most?
Miles & More fans show strongest brand affinity for Business class (14.17×), First class travel (7.85×), and Hermès (3.2×) over the country average.
Where do Miles & More fans live in Germany?
Miles & More fans in Germany are most concentrated in Bayern (reach 410,734), Nordrhein-Westfalen (reach 388,649), and Baden-Württemberg (reach 287,105). These three regions account for the largest share of the active audience.
What other brands do Miles & More fans also like?
Beyond Miles & More itself, the audience over-indexes on First class travel (7.85×), Hermès (3.2×), Vueling (11.47×), and Tagesschau (2.21×) compared to the Germany average.
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.