Lufthansa launches new premium onboard experience across all long-haul classes

Germany

The airline is investing more than 70 million euros in a redesigned long-haul service concept focused on personalisation, comfort and signature onboard moments

Lufthansa has introduced a completely redesigned onboard service for all long-haul flights and all travel classes. The new concept, called “FOX” for Future Onboard Experience, officially launches on May 6 and represents one of the largest investments in customer experience in the airline’s history.

The rollout coincides with the 100th anniversary of Lufthansa’s founding and applies across the entire long-haul fleet, including flights with and without the new Allegris cabin concept.

According to the airline, all service elements and onboard processes have been redeveloped over the past two years with a stronger focus on personalisation, comfort and distinctive Lufthansa-specific experiences.

Lufthansa focuses on premium positioning

Lufthansa CEO Jens Ritter described the new service concept as a key part of the airline’s premium strategy.

“Lufthansa is celebrating its 100th anniversary. To mark this special occasion, we are redefining the service on board our long-haul flights,” said Ritter. “Our goal is clear: We want to be the number one premium airline in Europe.”

Ritter added that Lufthansa will invest more than 70 million euros in the upgraded onboard service during 2026 alone.

“These enormous financial investments during challenging times demonstrate how sustainably and resolutely we are renewing and transforming Lufthansa,” he said.

Business Class receives expanded culinary offering

Business Class passengers will see some of the most extensive changes under the new FOX concept. Lufthansa is introducing new menus created by celebrity chef Johann Lafer, including expanded breakfast options that can be pre-selected the evening before.

The airline is also introducing a new “Sky Selection” service, allowing passengers to order additional meals flexibly during long-haul flights. Options range from tapas bowls and currywurst to desserts such as macarons.

Other additions include redesigned tableware and a new onboard coffee-and-cake service intended as a signature Lufthansa experience.

Premium Economy gains upgraded service and amenities

Premium Economy passengers will benefit from an upgraded first meal service featuring Business-Class-style appetisers, three hot main-course options and warm bread service.

The beverage programme has also been expanded with more frequent drink rounds and a new digestif offering. Passengers will additionally receive slippers as part of the enhanced comfort concept.

Economy Class adds more choice and comfort

Lufthansa is also introducing several upgrades in Economy Class. For the first time, long-haul Economy passengers will receive an amenity kit including a sleep mask and earplugs.

The airline is also expanding meal choices on flights longer than ten hours from two to three hot main courses. New tableware, trays, cutlery and printed menus are being introduced throughout the cabin.

According to Lufthansa, the expanded range of options is intended to bring greater flexibility and personalisation even to Economy Class.

Massive logistical rollout behind the scenes

The launch of FOX required a large-scale international logistics operation. Lufthansa says around 187 million individual pieces of tableware and cutlery had to be replaced or newly introduced across its global network.

The airline conducted more than 110 test flights during development and incorporated feedback from over 9,000 passengers and 500 crew members into the final concept.

To prepare employees worldwide, Lufthansa also organised 28 menu presentations at 57 airports ahead of the official rollout.