Summary:
- Lufthansa launches FOX (Future Onboard Experience), a €70m investment redefining long-haul onboard service across all classes.
- First Class leads with personalised dining, premium beverages and curated service concepts developed with customer insights.
- Data-driven design, including 110 test flights and 9,000+ customer inputs, sets new standards in premium passenger experience.
Lufthansa’s new premium onboard experience, FOX (Future Onboard Experience), has launched in First Class. FOX represents one of the largest investments in the onboard customer experience in Lufthansa’s history. FOX was developed over a period of two years, involving more than 110 test flights, and incorporated feedback from over 500 crew members and more than 9,000 customers. With its new service concept, Lufthansa is revamping all service elements and processes onboard – on all long-haul flights and in all travel classes. First Class is leading the way.
“To mark our 100th anniversary, we are redefining onboard service with FOX – in all classes and on all long-haul flights,” said Jens Ritter, CEO, Lufthansa Airlines. “We are investing more than €70 million in our long-haul service and, with it, in the customer experience. Our new offering combines outstanding comfort with the highest degree of individuality, creating moments that are truly unique. Every detail of our new onboard experience has been designed with the aim of setting new standards in premium travel – not only in First Class, but in all four travel classes.”
In addition to new tableware, a varied gourmet breakfast – including caviar upon request – and an expanded beverage menu featuring new cocktails, long drinks, and mocktails, the First Class menus in particular are set to be a memorable experience. They showcase modern, light fine dining – conceived by two-Michelin-starred chef Christoph Kunz. With FOX, First Class travellers enjoy a curated selection of smaller courses, consisting of trilogies for the amuse-bouche, the appetiser, and the dessert. For the main course, passengers have a choice and can decide between a single dish and a tasting menu. Together, Christoph Kunz and Lufthansa have created a high-quality yet surprising concept.
Aside from the new FOX menus, First Class travellers on Lufthansa will continue to enjoy the popular caviar service, which has been one of the ‘Lufthansa Signature Moments’ since the introduction of First Class. In addition to the caviar served with the traditional accompaniments of lemon, egg, shallot, and crème fraîche, blinis are now also served – traditionally on a mother-of-pearl spoon, which is also new onboard.
Lufthansa is also offering First Class travellers an even more premium champagne selection. For the first time, the airline is serving the Prestige cuvée La Grande Dame from Veuve Clicquot. In addition to the rotating selection of premium champagnes, which will continue to be offered as before, First Class customers can now enjoy the exceptional quality of La Grande Dame on every flight.
The innovative amenity kit from BABOR rounds out the premium travel experience in FOX First Class. With the amenity menu, travellers can individually select cosmetics and skincare products that perfectly suit them and their skin’s needs. The crew then brings guests the chosen products directly to their seats.
The new FOX Premium Service is available on all long-haul flights.
Hear more from Lufthansa at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events, taking place in Dublin on 9-11 June 2026. Anja Schuhmacher, Senior Manager Airport Experience & Partnerships, Lufthansa, is speaking in a session focused on ‘How can airports and airlines successfully scale baggage handling innovations to make a real difference across the industry? Is the time now?’ Meanwhile, Stefan Nothelfer, Senior Director, Head of Corporate Venturing & Strategic Growth, Lufthansa Innovation Hub, is participating in a session titled ‘How Agentic AI is shifting the way the aviation commercial ecosystem operates, and what the future might hold’.
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