Lufthansa is currently trying to improve its passenger experience, particularly on long haul flights. We’re seeing the airline progressively roll out its new long haul Allegris cabin concept, which includes a new first class and new business class, among other things.
However, that’s only part of what Lufthansa is changing, as the airline is also working on completely overhauling its soft product on long haul flights, which is long overdue. This started in late March, when Lufthansa rolled out its new first class soft product, and this will be continuing this week, with a new experience across business class, premium economy, and economy.
The full details of the new experience have now been unveiled, but before we get into that, let me provide a bit of background.
Lufthansa hopes FOX will make it Europe’s best airline
2026 marks Lufthansa’s 100th anniversary. As part of this milestone, the airline claims it wants to fundamentally redesign its onboard experience, with a concept known as “FOX,” which stands for “Future Onboard Experience.”
The idea is that the experience is changing across all service classes, regardless of whether or not planes have the new Allegris cabins. FOX was rolled out in first class as of March 29, 2026, and it’s now being rolled out across business class, premium economy, and economy, as of May 6, 2026.
Executives at the airline claim that the goal of this project is to make Lufthansa Europe’s number one airline (which… I guess it’s nice to have dreams… but that sounds a little like my “goal” of winning the lottery, or something). Lufthansa claims that FOX will redefine flying on long haul routes and “underline Lufthansa’s premium claim,” and will be “setting new standards in premium travel.”
Here’s what Lufthansa CEO Jens Ritter had to say about this:
“Lufthansa is celebrating its 100th anniversary. To mark this special occasion, we are redefining the service on board 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 euros 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 on board with us.”
What all does FOX entail? As the airline describes it, “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.” Here’s how the airline breaks down the points of individuality, comfort, and signature moments:
Individuality: passengers have more opportunities to shape their own flight experience. This is particularly evident in Business Class: with FOX, 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. But the experience in Economy and Premium Economy Class will also become more individual: in future, guests will be able to choose from three meal options instead of two.
Comfort: Lufthansa will place even more priority on premium. High-quality amenities, upgraded textiles – and completely new tableware in all four classes. Modern and timeless at the same time. Because this is more than just functional: it is pleasant to hold, conveys value and underlines the premium experience on board.
Lufthansa Signature Moments: FOX also stands for 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. 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.
Over the past couple of years, 180 Lufthansa employees and nearly 2,000 Lufthansa customers have been involved in this project, providing insights and feedback on new service concepts.
Details of Lufthansa’s “Future Onboard Experience”
As mentioned above, Lufthansa’s FOX passenger experience launched in first class several weeks back, and it’s launching as of this week in all other cabins on long haul flights. Let’s share what Lufthansa claims the new service entails (rather than paraphrasing, I’ll just let Lufthansa make its pitch, because it’s not that long).
New Lufthansa first class inflight service
Here’s Lufthansa’s new first class inflight service, which debuted as of March 29, 2026:
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 his restaurant Komu in Munich, he is one of the defining voices of modern and creative haute cuisine. With FOX, First Class travelers enjoy a curated selection of smaller courses, consisting of trilogies for the amuse-bouche, the appetizer, and the dessert. For the main course, guests 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 travelers 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 excellent 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 on board.
Lufthansa is also offering First Class guests an even more premium champagne selection: For the first time, the airline is serving the exquisite Prestige cuvée La Grande Dame from the renowned Veuve Clicquot. In addition to the rotating selection of premium champagnes, which will continue to be offered as before, First Class guests 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, guests 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.
New Lufthansa business class inflight service
Here’s Lufthansa’s new business class inflight service, which debuts as of May 6, 2026:
In Business Class, the new premium service offers guests 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. The new breakfast menu allows guests to choose what they’d like to eat for breakfast the following morning from a varied menu as early as the evening before—ranging from smoothies to French toast and omelets. In addition, FOX Business Class features completely new tableware. As a Lufthansa Signature Moment, there will be a cake service in the future, where guests can treat themselves to coffee and cake in classic style onboard. Also brand-new: With “Sky Selection,” guests can order their second meal on long-haul flights whenever they like—from a wide selection ranging from tapas bowls to currywurst to macarons.
New Lufthansa premium economy inflight service
Here’s Lufthansa’s new premium economy inflight service, which debuts as of May 6, 2026:
For guests in Premium Economy, FOX is all about offering more comfort: The entire first service has been significantly upgraded: from a Business Class-level appetizer to a choice of three hot main courses, plus fresh, warm bread. In Premium Economy Class, guests can also look forward to pastries or a slice of cake; in addition, the beverage selection has been expanded, so that from now on there are more frequent drink service, greater variety, and a new digestif service. For that little extra touch of comfort, travelers will now receive cozy slippers.
New Lufthansa economy inflight service
Here’s Lufthansa’s new economy inflight service, which debuts as of May 6, 2026:
FOX also offers numerous innovations for travelers 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—in all classes, by the way—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—instead of two as before. Freedom of choice and greater personalization thus become a quality promise in Economy Class as well.
Bottom line
Lufthansa is finally rolling out its new passenger experience on long haul flights, referred to as FOX (Future Onboard Experience). This rolled out as of March 29 in first class, and is now debuting in all other cabins as of May 6.
Lufthansa claims that this is its biggest soft product investment in history, and that the airline hopes this will make it the number one airline in Europe. Ultimately I’d say these changes are evolutionary and not revolutionary. I actually just flew Lufthansa’s first class and experienced the new soft product, and walked away with a surprising conclusion. I’ll share that in a separate post shortly…
What do you make of Lufthansa’s aspirations with FOX, and the details of the soft product?
