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Lufthansa Group Airlines has announced the appointment of Luis Monreal as the new Director Sales Middle East, effective April 1, 2025. Based in Dubai, Monreal will oversee the commercial and sales activities for the group across 16 countries in the Middle East, including the Gulf Cooperation Council (GCC) states, Turkey, the Levant region, Iraq, Iran, and Pakistan.

In his new role, Monreal will lead the representation of Lufthansa, Austrian Airlines, SWISS, Brussels Airlines, Edelweiss, and Eurowings in the region. He will report directly to Julia Hillenbrand, Vice President Sales Europe, Middle East and Africa (EMEA) at Lufthansa Group Airlines.

Monreal takes over the role from Serkan Guerguen, who has transitioned to a new position at the Lufthansa Group headquarters in Frankfurt. Under Monreal’s leadership, the airline group aims to enhance its regional presence, expand modern distribution channels, and boost its sustainable aviation initiatives, while also integrating with ITA Airways, the Group’s newest network airline partner.

Bringing over two decades of experience in global airline management, Luis Monreal has held various key positions within Lufthansa. His career began in 1997 as a trainee during his economics studies at the University of Barcelona. He then joined Lufthansa Cargo as a business developer in 1999, later advancing to global account manager. Transitioning into the passenger business in 2007, he became Head of Business Development for Spain and Portugal, followed by sales leadership roles in the Netherlands, Latin America, and the Gulf.

Monreal, who has lived in Dubai with his family since 2022, holds an MBA from Instituto de Empresa (IE) and is fluent in multiple languages. His appointment signals a renewed focus on strategic market growth and innovation in one of Lufthansa Group’s most dynamic regions.

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