By Geoff Percival,Stephen Aherne
Copyright ittn
Lufthansa is set to mark its 100th anniversary, next year, with a “fundamental” redesign of its onboard experience for long-haul passengers.
FOX – short for Future Onboard Experience – is set to redefine flying on long-haul routes and underline Lufthansa’s premium claim.
Jens Ritter, CEO of Lufthansa Airlines, said: “We are investing over 70 million euros in our new Future Onboard Experience in the next twelve months alone. 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.
“With the modernisation of our fleet, for example with the introduction of the Boeing 787-9 and the Airbus A350-900, and the successful launch of the new Allegris in-flight product, Lufthansa Airlines is already taking major steps towards the future. With FOX, all service elements and processes on board are now being revised, noticeably enhancing the entire travel experience on long-haul flights – in Economy, Premium Economy, Business and First Class, on aircraft with and without Allegris. FOX stands for the fulfillment of individual wishes, for more flexibility, for comfort and premium, for human interaction and hospitality above the clouds with the unmistakable character of Lufthansa.”
Lufthansa said its long-haul redesign will be based on three pillars: Individuality, Comfort and Lufthansa Signature Moments
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 choose their second meal flexibly in future – exactly when it suits them. This concept offers a varied selection of savory and sweet dishes, snacks and hot meals. But the experience in Economy and Premium Economy Class will also become more individual: in future, guests will be able to choose from three meal options instead of two.
Comfort: Lufthansa will place even more priority on premium. High-quality amenities, upgraded textiles – and completely new tableware in all four classes. Modern and timeless at the same time. Because this is more than just functional: it is pleasant to hold, conveys value and underlines the premium experience on board.
Lufthansa Signature Moments: FOX also stands for special and unforgettable moments that only Lufthansa can create. The rose and the unique caviar service in First Class or the Avionic as a signature drink are unique selling points and examples of Lufthansa’s unmistakable signature. FOX picks up on these iconic service elements and further enhances the quality of the travel experience. When it comes to cuisine, a triad of home, variety and Lufthansa signature dishes can be tangibly experienced. Passengers can immerse themselves in different worlds of pleasure created by top chefs. Sometimes with a focus on the destination, sometimes inspired by the place of departure – always combined with a touch of anticipation.
The launch of FOX is planned for spring 2026.
