With 2026 marking the 100th anniversary of the founding of the first Lufthansa, Germany’s national airline says it is using milestone as an opportunity to fundamentally redesign its onboard experience. Dubbed FOX – short for Future Onboard Experience – the reset will be introduced next Spring on long-haul routes with the aim of reinforcing Lufthansa’s premium claim.
With the modernization of its fleet, including the introduction of the Boeing 787-9 and Airbus A350-900 aircraft, and the launch of the new Allegris in-flight product, Lufthansa Airlines says it has already begun already taking major steps towards the future.
And further with FOX, all service elements and processes on board, and in all cabins, will be revised:
- Individuality: Passengers have more opportunities to shape their own flight experience. This is particularly evident in Business Class: with FOX, guests will be able to flexibly choose their second meal in future – exactly when it suits them. This concept offers a varied selection of savoury and sweet dishes, snacks and hot meals. The experience in Economy and Premium Economy Class will also become more individualized: in the future, guests will be able to choose from three meal options instead of two.
- Comfort: Lufthansa will place even more priority on premium with high-quality amenities, upgraded textiles, and completely new tableware in all four classes – all designed to underlines the premium experience on board.
- Lufthansa Signature Moments: The rose and the unique caviar service in First Class or the Avionic signature drink are unique selling points and examples of Lufthansa’s distinctive style. FOX picks up on these iconic service elements and further enhances the quality of the travel experience. When it comes to cuisine, a combination of home, variety and Lufthansa signature dishes can be tangibly experienced. Passengers will immerse themselves in different culinary worlds created by top chefs, sometimes with a focus on the destination, sometimes inspired by the place of departure.
“We are investing over 70 million euros in our new Future Onboard Experience in the next 12 months alone,” says Jens Ritter, CEO of Lufthansa Airlines. “We are thus investing in a top premium product, in the satisfaction of our guests and in the future of our airline. With more individuality, greater comfort and extraordinary Lufthansa Signature Moments, we are building on what has always characterized us over the past 100 years: being an attentive and unique host above the clouds.”
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