Summary:
- Lufthansa launches FOX (Future Onboard Experience) across all long-haul cabins, marking a major premium service transformation.
- €70m investment drives personalisation, comfort and ‘Signature Moments’, enhancing passenger experience across all aircraft types and classes.
- Upgraded onboard proposition spans culinary innovation, enhanced Economy amenities, and consistent service delivery with and without Allegris.
Lufthansa has launched FOX – its Future Onboard Experience – in all cabin classes on long-haul services. The new service concept represents one of the largest investments in the premium onboard customer experience in the airline’s history. With a clear focus on the guest, all onboard service elements and processes have been redesigned: across all travel classes and on all long-haul flights – with and without Allegris – and on all aircraft types. The new First Class service was launched at the end of March, with Business, Premium Economy, and Economy Class following on 6 May 2026.
At its core, FOX focuses on three key areas: personalisation, comfort, and ‘Signature Moments’. The new onboard service sets new standards for personalisation: in all classes, travellers enjoy more choices and greater flexibility. Numerous details create thoughtfully designed moments of well-being and a more comfortable travel experience – in Economy Class as well as in all other classes. With ‘Signature Moments’, FOX sets distinctive accents onboard that are not simply synonymous with a ‘better’ product, but are unmistakably Lufthansa.
“Lufthansa is celebrating its 100th anniversary,” said Jens Ritter, CEO, Lufthansa Airlines. “To mark this special occasion, we are redefining the service onboard our long-haul flights. Our goal is clear: we want to be the number one premium airline in Europe. To achieve this, we are investing over €70 million this year alone in the new premium service across all classes for our guests. These enormous financial investments during challenging times demonstrate how sustainably and resolutely we are renewing and transforming Lufthansa. I thank the entire team for their tremendous efforts over the past two years, and I am proud of what our customers can enjoy onboard with us.”
In Business Class, the new premium service offers a particularly memorable experience. The focus is on the culinary experience. New menus by Johann Lafer, who has already created new dishes for Lufthansa on short-haul flights, will treat passengers to the highest culinary quality and exciting combinations in the future.
For travellers in Premium Economy, FOX is all about offering more comfort: the entire first service has been significantly upgraded: from a Business Class-level appetiser to a choice of three hot main courses, plus fresh, warm bread.
FOX also offers numerous innovations for travellers in Economy Class: for the first time, Economy Class passengers will receive an amenity kit featuring a sleep mask and earplugs for a peaceful night’s sleep. Added to this are new and modern tableware, new cutlery and trays, as well as a printed menu. The beverage selection is being significantly expanded. On flights longer than ten hours, there are now three hot main courses to choose from.
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. Stefan Patermann, Head of Commercial Excellence & Commercial Airport Partnerships, Lufthansa, is participating in a session focused on ‘Commercial collaboration: embracing innovation and collaboration to create new revenue streams for airlines, airports and their partners’.
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