We know that Lufthansa is currently trying to work on 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. We’ve known for a over of years now that the airline is working on this. In the fall of 2025, the airline announced that this would launch in the spring of 2026, and we now have a more exact timeline… the wait is almost over!
Lufthansa hopes Project FOX makes 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 something known as Project FOX (“FOX” stands for “Future Onboard Experience”).
The idea is that the experience will be changed across all service classes, regardless of whether or not planes have the new Allegris cabins. 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).
Several months ago, we learned that the changes would kick in as of the spring of 2026, though there was no more exact timeline. There’s now an update, because in a press release about new amenity kits, the airline shares that the new first class soft product is launching in late March, while the new soft product is launching in other cabins in May:
Starting in late March, Lufthansa will be enhancing the entire long-haul travel experience with its Future Onboard Experience (FOX). The program will initially launch in First Class, with other travel classes following in May. With FOX, passengers can look forward to a new level of travel quality.
Lufthansa claims that this will redefine flying on long haul routes and “underline Lufthansa’s premium claim.” Here’s how Lufthansa CEO Jens Ritter describes this product investment:
“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. 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.”
So, what all does Project FOX entail? The airline is still light on details, but highlights how “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 year or so, 180 Lufthansa employees and nearly 2,000 Lufthansa customers have been involved in this project, providing insights and feedback on new service concepts. We’ve also seen the airline trial some of the new service concepts on select routes.
When there was first talk of Project FOX, a representative for Lufthansa’s flight attendants had the following to say about the current state of Lufthansa’s product, plus the planned changes:
“The need for a change of course in the on-board experience is unavoidable. A worrying complacency has manifested itself in the established structures. The former core of the brand — an authentic, distinctive service — has been systematically sacrificed to the red pen. The result: an increasingly interchangeable, emotionless product that has lost its appeal in all classes.”
Ouchhhh…
An overhauled Lufthansa soft product is long overdue
I’m delighted to see that Lufthansa is working on overhauling its soft product across cabins, and that these changes should be live in the coming days in first class, and in the coming weeks in business class, premium economy, and economy (I do hope the late March and May references refer to 2026, and that the timeline isn’t following the Berlin Brandenburg and Allegris calendar, in which case it might actually be 2036).
I’ve been flying Lufthansa regularly for around 20 years, and honestly, almost nothing has changed about the experience across cabins. It’s amazing how the airline hasn’t substantially overhauled its passenger experience, especially in premium cabins.
We’ve seen other European airlines invest in their product considerably. Air France has Europe’s best global business class, while British Airways has also nicely improved its business class. Meanwhile Lufthansa has changed virtually nothing. Unfortunately, I think the representative for Lufthansa flight attendants is spot on in explaining the current state of Lufthansa’s product.
Lufthansa has been teasing the kinds of changes that we’ll see with Project FOX, and I can’t help but not be terribly impressed by what’s suggested. Okay, more flexibility with the second meal in business class, and three meal choices instead of two in economy? That’s an improvement, but does it really “underline Lufthansa’s premium claim,” or give Lufthansa a shot of being Europe’s most premium airline? I think someone at Air France would like to have a word with Lufthansa. 😉
Ultimately Lufthansa doesn’t have to reinvent the wheel. For example, just looking at the carrier’s business class — roll out some industry leading bedding, and put a bit of effort into the meal presentation and quality, and that’ll go a long way.
Bottom line
Lufthansa is finally planning a full overhaul of its soft product, known as Project FOX, and it’s expected to debut in the coming weeks — in late March in first class, and in May in all other cabins. The goal is to completely update the passenger experience on long haul flights, from new catering concepts, to new bedding, to new amenity kits.
I’m very happy to see that Lufthansa is finally working on making some soft product improvements. We’ll see how this all plays out, as we’re starting to get some details. However, based on what’s being teased so far, it doesn’t sound like we’re going to see any revolutionary changes.
What do you make of Lufthansa’s planned soft product overhaul? What would you like to see change?