APPOINTMENT

Lufthansa Expands Olivier Krueger’s Role to Lead Guest Experience & Marketing

Lufthansa has expanded the role of Olivier Krueger, who now oversees Guest Experience & Marketing for Lufthansa Airlines, in addition to his responsibilities as Group Chief Marketing Officer.

In this expanded position, Krueger leads a broader portfolio that includes Customer Experience, Product, Lounges, Catering, and Marketing. The integrated mandate is designed to align all customer touchpoints into a seamless end-to-end travel experience.

He is responsible for defining and executing the airlines’ customer experience strategy across the entire journey, bringing together product development, premium services, and brand marketing. His focus includes enhancing customer satisfaction, strengthening brand positioning, and supporting commercial performance.

Krueger brings more than two decades of experience within the Lufthansa Group. Since 2023, he has served as Chief Marketing Officer of Lufthansa Group. Prior to this, he spent over 20 years with Lufthansa Systems, where he held several senior leadership roles, including Chief Executive Officer in Germany and Singapore. His earlier positions also include Senior Vice President Regional Management in Singapore, Vice President Greater China in Hong Kong, and Vice President Bid Management & Marketing in Miami.

Commenting on his expanded role, Krueger highlighted the importance of integrating customer experience functions, noting that consistent and well-designed touchpoints are key to delivering a cohesive travel journey. He also emphasised the evolving expectations of travellers and the need to balance premium experiences with operational and commercial objectives.

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