Luis Monreal, new Head of Sales Middle East, Lufthansa Group Airlines

The Lufthansa Groupone of the world's leading airlines, has announced new management for its Middle East region. Luis Monreal has been appointed as the new Sales Director for this crucial region, effective from 1 April 2025.

Leadership based in Dubai

Based in Dubai, Luis Monreal will be responsible for managing the commercial activities and sales. He or she will be responsible for coordinating and managing the representation of the airlines belonging to the Group, in particular Lufthansa, Austrian Airlines, SWISS, Brussels Airlines, Edelweissand Eurowings. This strategic sales region covers 16 countries and includes key markets in the aviation sector.

A strategic market for the Group

The Middle East is a region of crucial importance for the Lufthansa Group. The area encompasses the Gulf (GCC)Turkey, the Levant region, Iraq, Iran and Pakistan. Despite the diplomatic and economic challenges sometimes encountered, these markets represent significant growth opportunities for airlines.

Leadership transition

Luis Monreal succeeds Serkan Guerguen, who is taking up a new position at the Lufthansa Group's headquarters in Frankfurt. In his new role, Monreal will report to Julia Hillenbrand, Vice President Sales Europe, Middle East and Africa (EMEA) for Lufthansa Group airlines. This transfer of power is part of a drive to breathe new life into the region and introduce new development strategies.

Challenges and opportunities

• Developing local strategic alliances
• Improving the passenger experience through innovative services
• Increase market share in the face of growing competition from local airlines
• Optimising routes to better meet demand

With solid expertise and a renewed vision, Luis Monreal is well positioned to meet these challenges while capitalising on growth opportunities present in these diversified markets.

This article has been selected, adapted and validated by the Breeziful editorial team. Writing assisted by artificial intelligence, under the supervision of Éléonore. Written/Validated by Breeziful.