Lufthansa Group extends partnership with Spafax to deliver next-generation full journey entertainment experience


Lufthansa Group and Spafax have announced an extension of their strategic partnership until 2028, aiming to revolutionise the passenger journey by integrating state-of-the-art entertainment experiences.

Lufthansa Group and Spafax have announced an extension and deepening of their strategic partnership until 2028. This aligns with Lufthansa Group’s goal of revolutionising the passenger journey by integrating state-of-the-art entertainment experiences on and off the aircraft.

The airlines included in the agreement are Lufthansa, Discover Airlines, SWISS, Austrian Airlines and Edelweiss Air.

As part of the comprehensive partnership, Spafax will fortify its already-established Frankfurt Account Team with new resources to support Lufthansa Group and deliver on its capabilities in this key European market. Future projects will focus on inflight entertainment and extend across all key inflight entertainment and connectivity (IFEC) touchpoints, as well as streamlining the content selection and delivery process from the cloud.

Notably, third-party advertising sales responsibilities have been assigned to Spafax in a move that will help Lufthansa Group secure suitable brand partnerships for the betterment of the passenger experience and the improvement of revenues. The partnership will span numerous channels, promising passengers an immersive digital experience from the time of booking until after they land.

“We are excited about the opportunity to deliver the future of the IFEC experience for one of the most forward-thinking airline groups in the world,” said Henry Gummer, Managing Director Europe, Spafax. “This change is already underway, and we look forward to the next five years of innovating both the customer experience and our service for this most valued client. This newly expanded contract is a testament to our shared commitment toward media excellence across the customer journey. In Spafax One, we have the tools to deliver this step change for customers and brand partners. Our Spafax Studio will help promote and amplify Lufthansa Group’s commitment to delivering a first-in-class customer IFEC experience.”

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