Lufthansa is launching a comprehensive new onboard service concept—“Future Onboard Experience” (FOX)—across all long-haul flights from May 6, marking one of the largest customer experience investments in its history.
Developed over two years, the €70 million initiative revamps service across First, Business, Premium Economy, and Economy Class, focusing on three pillars: personalisation, comfort, and distinctive “Signature Moments.” The rollout coincides with Lufthansa’s 100th anniversary and applies across all aircraft types and cabin configurations.
Business Class enhancements centre on upgraded dining, including menus by chef Johann Lafer, flexible meal timing via “Sky Selection,” and new touches such as onboard cake service. Premium Economy sees significant upgrades in meal quality, expanded beverage options, and added comforts like slippers.
Economy Class also receives notable improvements, including amenity kits, expanded meal choices on longer flights, upgraded tableware, and printed menus—reflecting a broader push toward consistency and choice across all cabins.
The scale of the rollout is substantial, involving millions of new service items and extensive integration of testing and feedback. Lufthansa positions FOX as a key step in its ambition to become Europe’s leading premium airline.
