As Lufthansa Airlines approaches its centenary year celebrations in 2026, the German flag-carrier has set out plans to “fundamentally redesign” the onboard experience for guests when flying long-haul.
On September 24, 2025, Lufthansa introduced ‘FOX’, or alternatively Future Onboard Experience, a new multi-million-dollar investment in its aircraft to underline its premium status.
“We are investing over 70 million euros in our new Future Onboard Experience in the next twelve months alone. We are thus investing in a top premium product, in the satisfaction of our guests and in the future of our airline,” said Jens Ritter, CEO of Lufthansa Airlines.
He added: “With more individuality, greater comfort and extraordinary Lufthansa Signature Moments, we are building on what has always characterized us over the past 100 years: being an attentive and unique host above the clouds.”
According to Lufthansa, with FOX all economy, premium economy, business and first class service elements and processes for long haul aircraft are being revised, even those with Allegris.
“FOX stands for the fulfillment of individual wishes, for more flexibility, for comfort and premium, for human interaction and hospitality above the clouds with the unmistakable character of Lufthansa,” the airline said in a statement unveiling the new approach.
Lufthansa has broken the concept into three defined areas, ‘Individuality’, ‘Comfort’ and ‘Lufthansa Signature Moments’.
Individuality
According to Lufthansa, its passengers will have “more opportunities to shape their own flight experience” particularly those in business class seating where guests will be able to “choose their second meal flexibly in future – exactly when it suits them”.
“This concept offers a varied selection of savory and sweet dishes, snacks and hot meals,” the carrier said.
Economy and premium economy class passengers will also be able to choose from three meal options instead of two.
Comfort
In an effort to restamp its premium credentials, Lufthansa will introduce “high-quality amenities, upgraded textiles and completely new tableware in all four classes” which is both “modern and timeless”.
“Because this is more than just functional: it is pleasant to hold, conveys value and underlines the premium experience on board,” added Lufthansa.
Lufthansa Signature Moments
First class guests will experience “special and unforgettable moments that only Lufthansa can create”.
“The rose and the unique caviar service in First Class or the Avionic as a signature drink are unique selling points and examples of Lufthansa’s unmistakable signature. FOX picks up on these iconic service elements and further enhances the quality of the travel experience,” the airline said.
The carrier added: “When it comes to cuisine, a triad of home, variety and Lufthansa signature dishes can be tangibly experienced. Passengers can immerse themselves in different worlds of pleasure created by top chefs. Sometimes with a focus on the destination, sometimes inspired by the place of departure – always combined with a touch of anticipation.”
The launch of FOX is planned for spring 2026.
